While social interaction and play in a VR environment are becoming ever more popular, little is known about how social VR games affect users. The purpose of this study was to elucidate the role of several contingent factors in social VR games by modeling the relationships between involvement, well-being, depression, self-esteem, and social connectedness. A conditional process-moderated mediation model of the measured variables was analyzed with 220 pieces of collected data. The result showed that: (1) the direct effect of involvement on well-being was significant, and (2) the index of moderated mediation involving depression, self-esteem, and social connectedness was significant. We conclude that high levels of involvement in social VR games by socially isolated users with low self-esteem can negatively affect their well-being. The findings of this study contribute in several ways to our understanding of the effect of social VR games upon users and provide important practical implications.
PurposeThe purpose of this study is to examine the effect of background music on consumer's psychological and physiological responses when watching sports advertisements. We investigated how consumers' exposure to background music affects emotional arousal, attention, brand attitude and purchase intentions; and further tested consumers' information processing by using the same measures. Effects of music on viewer responses were hypothesized using arousal theory while the information processing was hypothesized using hierarchy-of-effects model.Design/methodology/approachWe employed a between-subjects experimental design with random assignment. Fifty-four participants were recruited with 27 in an experimental group and 27 in a control group. Quantitative electroencephalogram (qEEG) and self-report measures were used to assess information processing. A multivariate analysis of covariance was conducted to compare the mean differences of variables between the groups. Partial least squares algorithm and bootstrapping were performed to further explore the relationships among the measures.FindingsMean differences indicated that the background music exposed group's emotional arousal, attention, brand attitude and purchase intention were significantly higher than those of the non-exposure group. Path analysis showed that the level of arousal induced by watching sports advertisements affected attention, attention affected brand attitude and brand attitude affected purchase intention. Indirect paths from arousal to brand attitude and attention to purchase intention were significant.Originality/valueThis study provides practical implications for sports marketers regarding methods to increase the effectiveness of sport advertisement. Results might contribute theoretically to the sports advertisement field by demonstrating the relationship between physiological and marketing-effect factors. Our method of measuring physiological response using qEEG is also expected to influence physiological measurement in sports marketing.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.