Sport spectatorship in a virtual environment: how sensory experiences impact consumption intentions

Kyu-soo Chung, Chad Goebert, John David Johnson
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Abstract

Purpose

With the advance of Web 3.0 and the range of sensory experiences offered by virtual reality (VR) to sport fans, this study examines how VR spectators’ sensory experiences affect their intentions to consume VR products and services. For this purpose, the study puts forth an expanded stimulus-organism-response (S-O-R) model. In this framework, the stimuli are the sensory imagery and stimuli, the organism factors are presence and arousal and the response is the consumption intention. This model adeptly encapsulates the comprehensive process of stimuli while spectating a sporting event in a virtual environment.

Design/methodology/approach

For a VR stimulus, researchers developed a 3-min collegiate women’s volleyball game. Watching the game in VR were 131 collegiate students, who were then questioned about their visual and aural imagination of the game stimuli, perceived visual and aural stimuli, sense of presence, arousal and VR consumption intentions. To ensure the validity and reliability of the measurement model, confirmatory factor analysis was first conducted. Subsequently, the model was subjected to path analysis.

Findings

The measurement model demonstrated both validity and reliability. The subsequent path analysis yielded the model’s satisfactory fit. In particular, the mental visualization of VR spectators significantly influenced their perception of visual stimuli, while their imaginative engagement with auditory aspects impacted their perception of aural stimuli. The observed visual stimuli positively impacted the degree of presence experienced and the level of arousal induced. Similarly, the auditory stimuli exerted comparable effects on presence and arousal. The sense of arousal exhibited a considerable influence on the sense of presence. Furthermore, arousal emerged as a substantial determinant of individuals' VR consumption intentions.

Originality/value

The study highlights that the affective status of VR sport spectators is dominant in determining their consumption intentions. Also, the study finds the decisive role of presence in processing sensory stimuli in virtual sport spectating. It also provides managerial insight into designing and customizing VR sport experiences to be more enjoyable and impactful.

虚拟环境中的体育观赛:感官体验如何影响消费意向
目的随着 Web 3.0 的发展和虚拟现实(VR)为体育迷提供的感官体验的广泛性,本研究探讨了 VR 观众的感官体验如何影响他们对 VR 产品和服务的消费意向。为此,本研究提出了一个扩展的刺激-机体-反应(S-O-R)模型。在这一框架中,刺激是指感官意象和刺激,机体因素是指临场感和唤醒,反应是指消费意向。这个模型很好地概括了在虚拟环境中观看体育赛事时的综合刺激过程。对于 VR 刺激,研究人员开发了一场 3 分钟的大学女子排球比赛。在 VR 中观看比赛的是 131 名大学生,然后询问他们对比赛刺激的视觉和听觉想象、感知到的视觉和听觉刺激、临场感、唤醒和 VR 消费意向。为确保测量模型的有效性和可靠性,首先进行了确认性因子分析。结果测量模型显示了有效性和可靠性。随后的路径分析得出了令人满意的拟合结果。其中,VR 观众的心理可视化显著影响了他们对视觉刺激的感知,而他们对听觉方面的想象力则影响了他们对听觉刺激的感知。所观察到的视觉刺激对临场感和唤醒程度产生了积极影响。同样,听觉刺激也对临场感和唤醒感产生了类似的影响。唤醒感对临场感有相当大的影响。此外,唤醒感也是个人 VR 消费意向的重要决定因素。此外,研究还发现,在虚拟体育观赛中,临场感在处理感官刺激方面起着决定性作用。该研究还为设计和定制 VR 体育体验提供了管理见解,使其更令人愉悦,更具影响力。
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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