Does the selection of virtual reality video matter? A laboratory experimental study of the influences of arousal

Abstract

Despite the increasing number of studies on virtual tourism, there is currently little knowledge regarding the significance of the selection of appropriate virtual reality video (e.g., content stimulus) to marketing. This study explored how virtual reality video stimulation (arousal) elicited user flow experience and subsequent satisfaction using the stimulus-organism-response (SOR) paradigm. Analysis of the data revealed that self-reported arousal had a statistically significant impact on enjoyment, time distortion, and focused attention. Similar effects on enjoyment and time distortion were found by respiration rate. The results also demonstrated that user satisfaction was influenced by enjoyment and control. The PLS-SEM analysis further demonstrated that enjoyment partially mediated the effects of self-reported arousal and respiration rate on satisfaction. According to multigroup analysis, self-reported arousal (heart rate) exhibited a greater influence on enjoyment (time distortion) across two groups (weak versus strong stimulation). Theoretical and practical implications of these findings were discussed.