Determinants and Effects of Embodiment and Pleasure during Virtual Reality Experiences on Consumer Behavior

Déterminants et Effet de l'Incarnation et du Plaisir lors d'Expériences en RV sur le Comportement du Consommateur

Pierre-Henry Leveau ()
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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

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Abstract: The research aims to measure effects of body position and challenges offered during a virtual reality experience on embodiment, as well as the role of the latter on consumer enjoyment and behavioral intentions. The results of the experimental approach, where the user embodies a kayaker exploring Antarctica, confirm certain relationships assumed by the conceptual model of the research. More specifically, being in the position of the real activity to carry out the virtual experience and having challenges are sources of greater intensity in terms of embodiment. The results also reveal that pleasure mediates the relationship between feelings of embodiment and behavioral intentions. In summary, we propose a definition of the feeling of embodiment in an experiential context. The study makes recommendations to professionals, VR application developers and public authorities on the positive effects of VR experiences directly related to the feeling of embodiment as well as on societal and legal issues. Finally, the research also highlights the theoretical knowledge built up in the field of marketing.

Keywords: virtual reality; embodiment; body position; gamification; challenges; enjoyment; behavioral intentions; réalité virtuelle; incarnation; position du corps; ludification; défis; plaisir; intentions comportementales (search for similar items in EconPapers)
Date: 2022-09-08
Note: View the original document on HAL open archive server: https://univ-angers.hal.science/hal-03778687v1
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Published in 21ème Colloque du Marketing Digital, Sep 2022, Paris, France

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