The effectiveness of immersive media in promoting consumer Products: Augmented vs. virtual reality

IF 11 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services Pub Date : 2025-05-19 DOI:10.1016/j.jretconser.2025.104323

Jin-Feng Wu , Zhen Zhang , Yinglu Wu , Xin-Jie Tang

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引用次数: 0

Abstract

The study investigates the conditions that influence the effectiveness of immersive media in promoting consumer products. Augmented reality (AR) and virtual reality (VR) technologies create virtual experiences that vary in their levels of realism. According to construal level theory, these differences can affect users’ psychological distance and, thus, their construal levels when viewing ads created using these immersive technologies. This study expands the application of construal level theory by proposing that when immersive media type and advertising appeal are construal congruent, product attitude and purchase intention are enhanced through processing fluency. The experimental study results confirm that AR outperforms VR when rational appeals are used, whereas VR is more effective with emotional appeals. In addition, product involvement moderates the matching effect between immersive media types and advertising appeals: high product involvement strengthens the matching effect between AR media and rational appeals, while low product involvement amplifies the matching effect between VR media and emotional appeals. Corresponding theoretical and managerial implications are provided.

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沉浸式媒体在推广消费者产品中的有效性：增强与虚拟现实

本研究调查了影响沉浸式媒体推广消费品效果的条件。增强现实（AR）和虚拟现实（VR）技术创造了不同现实程度的虚拟体验。根据解释水平理论，这些差异会影响用户的心理距离，从而影响他们在观看使用这些沉浸式技术制作的广告时的解释水平。本研究拓展了解释水平理论的应用，提出当沉浸式媒体类型和广告诉求具有解释一致性时，产品态度和购买意愿会通过加工流畅性得到提升。实验研究结果证实，AR在使用理性诉求时优于VR，而VR在使用情感诉求时更有效。此外，产品涉入调节沉浸式媒体类型与广告诉求的匹配效应，高产品涉入强化了AR媒体与理性诉求的匹配效应，低产品涉入放大了VR媒体与情感诉求的匹配效应。提供了相应的理论和管理意义。

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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来源期刊

Journal of Retailing and Consumer Services BUSINESS-

CiteScore

20.40

自引率

14.40%

发文量

340

审稿时长

20 days

期刊介绍： The Journal of Retailing and Consumer Services is a prominent publication that serves as a platform for international and interdisciplinary research and discussions in the constantly evolving fields of retailing and services studies. With a specific emphasis on consumer behavior and policy and managerial decisions, the journal aims to foster contributions from academics encompassing diverse disciplines. The primary areas covered by the journal are: Retailing and the sale of goods The provision of consumer services, including transportation, tourism, and leisure.