Measuring virtual experience in a three-dimensional virtual reality interactive simulator environment: A structural equation modeling approach

Virtual Reality

Volumn 18, Issue 3, 2014, Pages 173-188

  Cheng, Li Keng ^a   Chieng, Ming Hua ^b   Chieng, Wei Hua ^b  

^a NATIONAL CHENGCHI UNIVERSITY   (Taiwan)

^b NATIONAL CHIAO TUNG UNIVERSITY   (Taiwan)

Author keywords

Flow; Interactivity; Telepresence; Virtual experience; Vividness

Indexed keywords

SURVEYS; VISUAL COMMUNICATION;

FLOW; INTERACTIVITY; TELEPRESENCE; VIRTUAL EXPERIENCE; VIVIDNESS;

VIRTUAL REALITY;

EID: 84906094366     PISSN: 13594338     EISSN: 14349957     Source Type: Journal    
DOI: 10.1007/s10055-014-0244-2     Document Type: Article

References (111)

1. Alba J, Lynch J, Weitz B, Janiszewski C, Lutz R, Sawyer A, Wood S (1997) Interactive home shopping: consumer, retailer, and manufacturer incentives to participate in electronic marketplaces. J Mark 61(3): 38-53.
2. Amant KS (2002) When cultures and computers collide rethinking computer-mediated communication according to international and intercultural communication expectations. J Bus Tech Commun 16(2): 196-214.
3. Anderson JC, Gerbing DW (1988) Structural equation modeling in practice: a review and recommended two-step approach. Psychol Bull 103(3): 411.
4. Animesh A, Pinsonneault A, Yang S-B, Oh W (2011) An odyssey into virtual worlds: exploring the impacts of technological and spatial environments on intention to purchase virtual products. MIS Q 35(3): 789.
5. Bae S, Lee H, Park H, Cho H, Park J, Kim J (2012) The effects of egocentric and allocentric representations on presence and perceived realism: tested in stereoscopic 3D games. Interact Comput 24(4): 251-264.
6. Bagozzi RP, Phillips LW (1982) Representing and testing organizational theories: a holistic construal. Admin Sci Q 27(3): 459-489.
7. Bagozzi RP, Yi Y (1988) On the evaluation of structural equation models. J Acad Mark Sci 16(1): 74-94.
8. Beatty SE, Elizabeth Ferrell M (1998) Impulse buying: modeling its precursors. J Retail 74(2): 169-191.
9. Benyon D (2012) Presence in blended spaces. Interact Comput 24(4): 219-226.
10. Biocca F (1992) Will simulation sickness slow down the diffusion of virtual environment technology? Presence Teleoper Virtual Environ 1(3): 334-343.
11. Bone PF, Ellen PS (1992) The generation and consequences of communication-evoked imagery. J Consum Res 19(1): 93-104.
12. Bouchard S, Dumoulin S, Talbot J, Ledoux A-A, Phillips J, Monthuy-Blanc J, Labonté-Chartrand G, Robillard G, Cantamesse M, Renaud P (2012) Manipulating subjective realism and its impact on presence: preliminary results on feasibility and neuroanatomical correlates. Interact Comput 24(4): 227-236.
13. Browne MW, Cudeck R (1993) Alternative ways of assessing model fit. Testing structural equation models. Sage Focus Editions, Beverly Hills.
14. Celsi RL, Olson JC (1988) The role of involvement in attention and comprehension processes. J Consum Res 15(2): 210-224.
15. Chanel G, Kivikangas JM, Ravaja N (2012) Physiological compliance for social gaming analysis: cooperative versus competitive play. Interact Comput 24(4): 306-316.
16. Choi DH, Kim J, Kim SH (2007) ERP training with a web-based electronic learning system: the flow theory perspective. Int J Hum Comput Stud 65(3): 223-243.
17. Chou T-J, Ting C-C (2003) The role of flow experience in cyber-game addiction. CyberPsychol Behav 6: 663-675.
18. Coyle JR, Thorson ER (2001) The effects of progressive levels of interactivity and vividness in web marketing sites. J Advert 30(3): 65-77.
19. Csikszentmihalyi M (1975) Beyond boredom and anxiety. Josse-Bass, San Francisco.
20. Csikszentmihalyi M (1990) The psychology of optimal experience. Harpers and Row, New York.
21. Csikszentmihalyi M (1993) The evolving itself: a psychology for the third millennium. Harpers and Row, New York.
22. Csikszentmihalyi M, Csikszentmihalyi I (1988) Optimal experience: psychological studies of flow in consciousness. Cambridge University Press, Cambridge.
23. Dix A, Finlay J, Abowd G, Beale R (1993) Human-computer interaction. Prentice Hall, New York.
24. Draper JV, Kaber DB, Usher JM (1998) Telepresence. Hum Factors 40(3): 354.
25. Durlach NI, Mavor AS (1995) Virtual reality: scientific and technological challenges. National Academies Press, New York.
26. Ellis GD, Voelkl JE, Morris C (1994) Measurement and analysis issues with explanation of variance in daily experience using the flow model. J Leis Res 26(4): 337.
27. Faber RJ, Lee M (2007) Effects of product placement in on-line games on brand memory: a perspective of the limited-capacity model of attention. J Advert 36(4): 75-90.
28. Faiola A, Newlon C, Pfaff M, Smyslova O (2012) Correlating the effects of flow and telepresence in virtual worlds: enhancing our understanding of user behavior in game-based learning. Comput Hum Behav 29(3): 1113-1121.
29. Fornell C, Larcker DF (1981) Evaluating structural equation models with unobservable variables and measurement error. J Mark Res 18(1): 39-50.
30. Fortin DR, Dholakia RR (2005) Interactivity and vividness effects on social presence and involvement with a web-based advertisement. J Bus Res 58(3): 387-396.
31. Franzen G (1999) Brands & advertising: how advertising effectiveness influences brand equity. NTC Publications, UK.
32. Friedl M (2002) Online game interactivity theory with cdrom. Charles River Media, Hingham.
33. Garver MS, Mentzer JT (1999) Logistics research methods: employing structural equation modeling to test for construct validity. J Bus Logist 20(1): 33-58.
34. Gerbing DW, Anderson JC (1992) Monte Carlo evaluations of goodness of fit indices for structural equation models. Soc Methods Res 21(2): 132-160.
35. Gerrig RJ (1993) Experiencing narrative worlds. Yale University Press, New Haven.
36. Gervasi O, Ranon R (2010) Guest editors' foreword to the second issue on virtual reality in scientific application. Virtual Real 14(2): 153.
37. Ghani JA, Deshpande SP (1994) Task characteristics and the experience of optimal flow in human-computer interaction. J Psychol 128(4): 381-391.
38. Ghun CR (1999) A study of the effect WWW interactive advertising. National Cheng-Chi University, Taiwan.
39. Guo YM, Poole MS (2009) Antecedents of flow in online shopping: a test of alternative models. Inf Syst J 19(4): 369-390.
40. Guo Z, Xiao L, Chanyoung S, Lai Y (2012) Flow experience and continuance intention toward online learning: an integrated framework.
41. Haans A, IJsselsteijn WA (2012) Embodiment and telepresence: toward a comprehensive theoretical framework. Interact Comput 24(4): 211-218.
42. Hair JF, Black WC, Babin BJ (2010) Multivariate data analysis: a global perspective, 7th edn. Pearson Education, New Jersey.
43. Held R, Durlach N (1992) Telepresence. Presence Teleoper Virtual Environ 1: 102-112.
44. Hoffman DL, Novak TP (1996) Marketing in hypermedia computer-mediated environments: conceptual foundations. J Mark 60(3): 50.
45. Hoffman DL, Novak TP (2009) Flow online: lessons learned and future prospects. J Interact Mark 23(1): 23-34.
46. Hsu C-L, Lu H-P (2004) Why do people play on-line games? An extended TAM with social influences and flow experience. Inf Manag 41(7): 853-868.
47. Huang M-H (2003) Designing website attributes to induce experiential encounters. Comput Hum Behav 19(4): 425-442.
48. Huang M-H (2006) Flow, enduring, and situational involvement in the Web environment: a tripartite second-order examination. Psychol Mark 23(5): 383-411.
49. Huang LT, Chiu CA, Sung K, Farn CK (2011) A comparative study on the flow experience in web-based and text-based interaction environments. Cyberpsychol Behav Soc Netw 14(1-2): 3-11.
50. Jung Y (2011) Understanding the role of sense of presence and perceived autonomy in users' continued use of social virtual worlds. J Comput Med Commun 16(4): 492-510.
51. Karapanos E, Barreto M, Nisi V, Niforatos E (2012) Does locality make a difference? Assessing the effectiveness of location-aware narratives. Interact Comput 24(4): 273-279.
52. Kettanurak VN, Ramamurthy K, Haseman WD (2001) User attitude as a mediator of learning performance improvement in an interactive multimedia environment: an empirical investigation of the degree of interactivity and learning styles. Int J Hum Comput Stud 54(4): 541-583.
53. Kim T, Biocca F (1997) Telepresence via television: two dimensions of telepresence may have different connections to memory and persuasion. J Comput Med Commun 3(2). http://www. ascusc. org/jcmc/vol3/issue2/kim. html.
54. Klein LR (2003) Creating virtual product experiences: the role of telepresence. J Interact Mark 17(1): 41-55.
55. Korzaan ML (2003) Going with the flow: predicting online purchase intentions. J Comput Inf Syst 43(4): 25-31.
56. Koufaris M (2002) Applying the technology acceptance model and flow theory to online consumer behavior. Inf Syst Res 13: 205-223.
57. Laurent G, Kapferer JN (1985) Measuring consumer involvement profiles. J Mark Res 22(1): 41-53.
58. Lee K-Y (2012) Consumer processing of virtual experience in e-commerce: a test of an integrated framework. Comput Hum Behav 28(6): 2134-2142.
59. Lee K-Y, Li H, Edwards SM (2012) The effect of 3-D product visualisation on the strength of brand attitude. Int J Advertis 31(2): 377-396.
60. Li H, Daugherty T, Biocca F (2001) Characteristics of virtual experience in electronic commerce: a protocol analysis. J Interact Mark 15(3): 13-30.
61. Lutz RJ (1980) The role of attitude theory in marketing. Center for Marketing Studies, University of California, Los Angeles.
62. Macredie R, Taylor SJE, Yu X, Keeble R (1996) Virtual reality and simulation: an overview. In: Proceedings of the 28th conference on winter simulation, 1996. IEEE Computer Society, pp 669-674.
63. Marsh HW, Hocevar D (1985) Application of confirmatory factor analysis to the study of self-concept: first-and higher order factor models and their invariance across groups. Psychol Bull 97(3): 562.
64. Marsh HW, Balla JR, McDonald RP (1988) Goodness-of-fit indexes in confirmatory factor analysis: the effect of sample size. Psychol Bull 103(3): 391.
65. Marsh HW, Balla JR, Hau K (1996) An evaluation of incremental fit indices: a clarification of mathematical and empirical properties. In: Marcoulides GA, Schumacker RE (eds) Advanced structural equation modeling: issue and techniques. Lawrence Erlbaum, NJ, pp 315-353.
66. McConville KMV, Virk S (2012) Evaluation of an electronic video game for improvement of balance. Virtual Real 16(4): 315-323.
67. McMillan SJ, Jang-Sun H (2002) Measures of perceived interactivity: an exploration of the role of direction of communication, user control, and time in shaping perceptions of interactivity. J Advert 31(3): 29-42.
68. Minsky M (1980) Telepresence. Omni Mag 2: 45-51.
69. Mollen A, Wilson H (2010) Engagement, telepresence and interactivity in online consumer experience: reconciling scholastic and managerial perspectives. J Bus Res 63(9-10): 919-925.
70. Nah FFH, Eschenbrenner B, DeWester D (2011) Enhancing brand equity through flow and telepresence: a comparison of 2D and 3D virtual worlds. MIS Q Manag Inf Syst 35(3): 731.
71. Nelson M, Yaros R, Keum H (2006) Examining the influence of telepresence on spectator and player processing of real and fictitious brands in a computer game. J Advert 35(4): 87-99.
72. Nijs L, Coussement P, Moens B, Amelinck D, Lesaffre M, Leman M (2012) Interacting with the music paint machine: relating the constructs of flow experience and presence. Interact Comput 24(4): 237-250.
73. Novak TP, Hoffman DL, Yiu-Fai Y (2000) Measuring the customer experience in online environments: a structural modeling approach. Market Sci 19(1): 22-42.
74. Nowak K (2001) Defining and differentiating copresence, social presence and presence as transportation. In: Presence 2001 conference, Philadelphia, PA, 2001. Citeseer.
75. Nowak KL, Biocca F (2003) The effect of the agency and anthropomorphism on users' sense of telepresence, copresence, and social presence in virtual environments. Presence Teleoper Virtual Environ 12(5): 481-494.
76. Nunnally JC, Bernstein IH (1994) Psychometric theory. McGraw, New York.
77. O'Cass A, Carlson J (2010) Examining the effects of website-induced flow in professional sporting team websites. Internet Res 20(2): 115-134.
78. Park S (1996) Relationships between involvement and attitudinal loyalty constructs in adult fitness programmes. J Leis Res 28(4): 233-250.
79. Perugini M, Bagozzi RP (2001) The role of desires and anticipated emotions in goal-directed behaviours: broadening and deepening the theory of planned behaviour. Br J Soc Psychol 40(1): 79-98.
80. Plante TG, Aldridge A, Bogden R, Hanelin C (2003) Might virtual reality promote the mood benefits of exercise? Comput Hum Behav 19(4): 495-509.
81. Reid D (2002) Virtual reality and the person-environment experience. CyberPsychol Behav 5(6): 559-564.
82. Rheingold HR (1991) Virtual reality. Summit Books, New York.
83. Riva G (1998) From toys to brain: virtual reality applications in neuroscience. Virtual Real 3(4): 259-266.
84. Riva G, Mantovani F (2012) From the body to the tools and back: a general framework for presence in mediated interactions. Interact Comput 24(4): 203-210.
85. Rothschild ML (1987) Marketing communication. D. C. Health and Company, Lexington, MA.
86. Sánchez-Franco MJ (2006) Exploring the influence of gender on the web usage via partial least squares. Behav Inf Technol 25(1): 19-36.
87. Schubert T, Freidman F, Regenbrech H (1996) Visual Representations and Interpretations. Embodied Presence in Virtual Environments, Springer-Verlag, London.
88. Schubert T, Freidman F, Regenbrech H (2001) The experience of presence: factor analytic insights. Presence Teleoper and Virtual Environ 10(3): 266-281.
89. Schuemie MJ, van Der Straaten P, Krijn M, van Der Mast CA (2001) Research on presence in virtual reality: a survey. CyberPsychol Behav 4(2): 183-201.
90. Segars AH, Grover V (1993) Re-examining perceived ease of use and usefulness. MIS Q 17(4): 517-525.
91. Shahid S, Krahmer E, Swerts M (2012) Video-mediated and co-present gameplay: effects of mutual gaze on game experience, expressiveness and perceived social presence. Interact Comput 24(4): 292-305.
92. Sheridan TB (1992) Musing on telepresence and virtual presence. Presence Teleoper Virtual Environ 1: 120-126.
93. Shih C-F (1998) Conceptualizing consumer experience in cyberspace. Eur J Mark 32: 655-663.
94. Siriaraya P, Siang Ang C (2012) Age differences in the perception of social presence in the use of 3D virtual world for social interaction. Interact Comput 24(4): 280-291.
95. Sjölie D (2012) Presence and general principles of brain function. Interact Comput 24(4): 193-202.
96. Skadberg YX, Kimmel JR (2004) Visitors' flow experience while browsing a Web site: its measurement, contributing factors and consequences. Comput Hum Behav 20(3): 403-422.
97. Stanney KM, Mourant RR, Kennedy RS (1998) Human factors issues in virtual environments: a review of the literature. Presence 7(4): 327-351.
98. Stavropoulos V, Alexandraki K, Motti-Stefanidi F (2013) Flow and telepresence contributing to internet abuse: differences according to gender and age. Comput Hum Behav 29(5): 1941-1948.
99. Steuer J (1992) Defining virtual reality: dimensions determining telepresence. J Commun 42(4): 73-93.
100. Sukoco BM, Wu W-Y (2011) The effects of advergames on consumer telepresence and attitudes: a comparison of products with search and experience attributes. Expert Syst Appl 38(6): 7396-7406.
101. Suntornpithug N, Khamalah J (2010) Machine and person interactivity: the driving forces behind influences on consumers' willingness to purchase online. J Electron Commer Res 11(4): 299-325.
102. Trevino LK, Webster J (1992) Flow in computer-mediated communication: electronic mail and voice mail evaluation and impacts. Commun Res 19(5): 539.
103. Villani D, Repetto C, Cipresso P, Riva G (2012) May I experience more presence in doing the same thing in virtual reality than in reality? An answer from a simulated job interview. Interact Comput 24(4): 265-272.
104. Von Der PüTten AM, Klatt J, Ten Broeke S, McCall R, Krämer NC, Wetzel R, Blum L, Oppermann L, Klatt J (2012) Subjective and behavioral presence measurement and interactivity in the collaborative augmented reality game TimeWarp. Interact Comput 24(4): 317-325.
105. Webster J, Trevino LK, Ryan L (1993) The dimensionality and correlates of flow in human-computer interactions. Comput Hum Behav 9(4): 411-426.
106. Welch RB (1999) How can we determine if the sense of presence affects task performance? Presence Teleoper Virtual Environ 8(5): 574-577.
107. Welch R, Blackmon TT, Liu A, Mellers BA, Stark LW (1996) The effects of pictorial realism, delay of visual feedback, and observer interactivity on the subject sense of presence. Presence Teleoper Virtual Environ 5(3): 263-273.
108. Witmer BG, Singer MJ (1998) Measuring presence in virtual environments: a presence questionnaire. Presence Teleoper Virtual Environ 7: 225-240.
109. Zaman M, Anandarajan M, Dai Q (2010) Experiencing flow with instant messaging and its facilitating role on creative behaviors. Comput Hum Behav 26(5): 1009-1018.
110. Zeff RL, Aronson B (1999) Advertising on the internet. Wiley, New York.
111. Zeithaml VA, Berry LL, Parasuraman A (1996) The behavioral consequences of service quality. J Mark 60(2): 31-46.