Pan and zoom are basic yet powerful interaction techniques for exploring large datasets. However, existing zoomable UI toolkits such as Pad++ and ZVTM do not provide the backend database support and data‐driven primitives that are necessary for creating large‐scale visualizations. This limitation in existing general‐purpose toolkits has led to many purpose‐built solutions (e.g. Google Maps and ForeCache) that address the issue of scalability but cannot be easily extended to support visualizations beyond their intended data types and usage scenarios. In this paper, we introduce Kyrix to ease the process of creating general and large‐scale web‐based pan/zoom visualizations. Kyrix is an integrated system that provides the developer with a concise and expressive declarative language along with a backend support for performance optimization of large‐scale data. To evaluate the scalability of Kyrix, we conducted a set of benchmarked experiments and show that Kyrix can support high interactivity (with an average latency of 100 ms or below) on pan/zoom visualizations of 100 million data points. We further demonstrate the accessibility of Kyrix through an observational study with 8 developers. Results indicate that developers can quickly learn Kyrix's underlying declarative model to create scalable pan/zoom visualizations. Finally, we provide a gallery of visualizations and show that Kyrix is expressive and flexible in that it can support the developer in creating a wide range of customized visualizations across different application domains and data types.

Global brands are benefiting from the rapidly growing demand in China. Text displayed both vertically and horizontally is common in Chinese advertisements. The skillful use of text direction can effectively improve advertising persuasiveness. Using two studies, we find that the descriptions of an advertisement that are displayed vertically (vs. horizontally) result in enhanced advertising persuasiveness among consumers who focus on the past. In contrast, the reverse holds for consumers who focus on the future. Furthermore, the results show that consumers' sense of “feeling right” mediates the interaction effect. In addition, we demonstrate how product category plays a vital role in the three‐way interaction effects between product category, temporal focus, and text direction on “feeling right.” Compared with utilitarian products, vertical descriptions of hedonic products enhance consumers' sense of “feeling right” when they are in the past‐focus condition. Our findings enrich advertising theory and practice. Meanwhile, we also elucidate the effects of text direction on Chinese advertising.

PurposeTourism via virtual reality (VR) technology has become an interesting option for consumers to “travel.” The best approaches to optimizing the VR tourism environment, improving the interactive experience of tourists and encouraging tourists to adopt VR are not yet fully understood. This study explores the willingness of tourists to adopt VR tourism from the dual aspects, richness and dynamics, of virtual social cues.Design/methodology/approachTo examine the effects of richness (multiple vs. few cues) and dynamic (changeable vs. static cues) on consumers' willingness to adopt VR tourism, three virtual tourism scenes were designed and presented by head-mounted displays. The data were collected for participants in the VR laboratory and tested by ANOVA and partial least squares–structural equation modeling.FindingsVirtual social cues can generate mental imagery through interactivity, vividness and parasocial interactions, thus increasing the consumer's likelihood of adopting VR tourism. It was also found that imagination moderates mental imagery and adoption intention. When the consumer's imagination is stronger, their mental imagery stimulates a stronger willingness to adopt VR tourism.Originality/valueThe authors innovatively utilize concepts of parasocial interaction and mental imagery and discuss the various influences and mediation mechanisms of social cue characteristics on consumers' adoption of VR tourism. The conclusions may provide new insights for VR tourism managers and tourism scholars.

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