Real-time psychophysiological approaches to explore emotional and cognitive processing of VR-mediated sports

Minkyo Lee, Xiaochen Zhou
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Abstract

Purpose

The purpose of this research was to investigate how VR-mediated sports, as opposed to 2-D screens, affect the emotional and cognitive experiences of fans with the game and its sponsors.

Design/methodology/approach

The current study employed a single-factorial experimental design, in which participants were randomly assigned to either watch a soccer game through a VR headset or a 2-D screen. Physiological and self-reported measures were used to measure levels of presence, arousal, attention and memory.

Findings

Participants who watched sports through VR experienced a higher level of presence, greater psychophysiological arousal, and exhibited higher levels of attention toward the game. However, they showed lower recognition for in-stadium signage compared to those who watched the game on a 2-D screen.

Practical implications

The results suggest that sports teams can use VR to create a more immersive and engaging experience for fans. Additionally, in-stadium signage advertising may not be as effective in VR sport broadcasting contexts, and sports practitioners may want to explore alternative forms of advertising that are better suited for VR environments.

Originality/value

Methodologically, this study used a combination of self-reported and real-time physiological measures to capture dynamic and spontaneous changes in fans while watching games. Theoretically, this study utilized the Dynamic Human-Centered Communication System Theory to adopt a human-centered approach to understand how VR impacts the experience of sport game viewers.

实时心理生理学方法探索vr介导的运动的情绪和认知加工
本研究的目的是调查vr介导的体育运动,而不是2d屏幕,如何影响球迷对游戏及其赞助商的情感和认知体验。设计/方法/方法当前的研究采用单因子实验设计,其中参与者被随机分配通过VR耳机或2d屏幕观看足球比赛。生理和自我报告的测量方法被用来测量存在、觉醒、注意力和记忆力的水平。通过VR观看体育比赛的参与者体验到更高水平的存在感,更强的心理生理唤醒,对比赛表现出更高水平的注意力。然而,与那些在2d屏幕上观看比赛的人相比,他们对场内标志的认知度较低。实际意义:研究结果表明,体育团队可以使用VR为球迷创造更身临其境、更吸引人的体验。此外,在VR体育广播环境中,体育场内的标牌广告可能不那么有效,体育从业者可能想要探索更适合VR环境的其他广告形式。独创性/价值在方法论上,本研究结合了自我报告和实时生理测量来捕捉球迷在观看比赛时的动态和自发变化。在理论上,本研究利用动态以人为中心的传播系统理论,采用以人为中心的方法来理解VR如何影响体育比赛观众的体验。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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