The Role of Embodiment and Body Position in Virtual Reality Tourism Experiences on Consumer Behavior

Le Rôle de l'Incarnation et de la Position du Corps lors d'Expériences Touristiques en Réalité Virtuelle sur le Comportement du Consommateur

Pierre-Henry Leveau (), Sandra Camus () and Paul Richard ()
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Pierre-Henry Leveau: GRANEM - Groupe de Recherche Angevin en Economie et Management - UA - Université d'Angers - Institut Agro Rennes Angers - Institut Agro - Institut national d'enseignement supérieur pour l'agriculture, l'alimentation et l'environnement
Sandra Camus: GRANEM - Groupe de Recherche Angevin en Economie et Management - UA - Université d'Angers - Institut Agro Rennes Angers - Institut Agro - Institut national d'enseignement supérieur pour l'agriculture, l'alimentation et l'environnement
Paul Richard: LARIS - Laboratoire Angevin de Recherche en Ingénierie des Systèmes - UA - Université d'Angers

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Abstract: The aim of the research is to understand the role of embodiment felt and body position on immersion, pleasure, and consumer intentions during a virtual tour experience. The quantitative study conducted is analyzed both using ANOVA and a PLS structural equation model. In the experimental protocol proposed, the user embodies a kayaker discovering Antarctica. The results show that embodiment, body position and sensorimotor interactions have positive effects on the dependent variables listed above. More precisely, being in the position of the real activity to realize the virtual experience is a source of greater intensity in terms of embodiment, immersion, and pleasure. The study provides recommendations to professionals in the choice of contexts and experiential factors in virtual reality arousing positive behavioral intentions, to discover and visit the place for real.

Keywords: virtual reality; embodiment; immersion; enjoyment; behavioral intentions; incarnation; réalité virtuelle; plaisir; intentions comportementales (search for similar items in EconPapers)
Date: 2022-05-18
New Economics Papers: this item is included in nep-tur
Note: View the original document on HAL open archive server: https://univ-angers.hal.science/hal-03683726
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Published in 38ème Congrès international de l’Association Française de Marketing, May 2022, Tunis, Tunisie

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