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政大機構典藏 > 商學院 > 企業管理學系 > 期刊論文 > Item 140.119/112016

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/112016

Title:	Measuring virtual experience in a three-dimensional virtual reality interactive simulator environment: A structural equation modeling approach
Authors:	成力庚 Cheng, Li-Keng Chieng, Ming-Hua Chieng, Wei-Hua
Contributors:	企管系
Keywords:	Surveys;Visual communication;Flow;Interactivity;Telepresence;Virtual experience;Vividness;Virtual reality
Date:	2014-09
Issue Date:	2017-08-17 15:46:55 (UTC+8)
Abstract:	With the rapid development of the VR market, virtual experience has increasingly been the object of study in recent years. A growing number of studies have reported the positive effect that virtual experience can have on a user`s mood and loyalty. However, few studies have investigated the influence of the mechanism of virtual experience on users` mood and loyalty. To compensate for this research gap, this study aims to evaluate consumers` virtual experience by examining the flow state in a virtual environment. A total of 368 valid questionnaires were collected, and a structural equation modeling approach was employed in the data analysis. The study reveals that forming flow involves many factors: the intrinsic characteristics of the mediated environment, the consumer`s assumptions and perceptions prior to entering the flow state, the stage at which the customer enters the flow state, and the consequences of the flow experience. © 2014 Springer-Verlag London.
Relation:	Virtual Reality, 18(3), 173-188
Data Type:	article
DOI 連結:	http://dx.doi.org/10.1007/s10055-014-0244-2
DOI:	10.1007/s10055-014-0244-2
Appears in Collections:	[企業管理學系] 期刊論文

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