Preferred Shape Research Articles

Tracing the Displacement of Data Work in AI: A Political Economy of “Human-in-the-Loop”

In this study, we trace the evolution of a data work team in an artificial intelligence (AI) startup in India. By bringing attention to data work, which is the indispensable work of preparing annotated datasets for training AI systems, conducted within a formal organisational set up, we underline: 1. how organisational approaches adopted to balance investor and client preferences shape work arrangements and spatial division of the data workers; 2. how relations between the data team and the ‘core’ technical team serve to invisibilise human labour in the production of AI; and 3. how increasing codification of data work leads to devaluation of data work within the organisation and deskilling of young data workers at large, making them vulnerable in choosing a meaningful career path of their choice. In tracing this trajectory of displacement of data workers employed in a formal sector, we show that the prevalent characterisation of data work as being invisible or precarious is not inherent to AI nor inevitable in its labour processes. Rather, it is produced through the specific embedding of AI production within the political economy of startup capitalism. Through this, we seek to recentre the discourse on AI and future-of-work away from deterministic projections of AI’s impact on work and towards the specific labour processes of AI and its implications for the skills and career trajectories of a young and growing workforce in the Global South.

From pirouettes to paychecks: Unraveling the dynamics of economic level on dance training institution engagement

Purpose: This research aims to unravel the intricate dynamics that connect economic status with individuals’ engagement in dance training institutes. Focusing on the affordability of classes, access to resources, awareness, cultural background, and geographic location, the study seeks to provide a nuanced understanding of how economic considerations influence various facets of engagement within the dance community. Method: Conducted through 13 semi-structured interviews, this research adopts a qualitative approach to explore the multi-faceted relationships between economic status and dance engagement. Thematic analysis, structured in three steps, is employed to uncover patterns, themes, and insights within the qualitative data. Findings: The study uncovers a myriad of findings that illuminate the impact of economic factors on dance engagement. Affordability emerges as a significant barrier, influencing access to classes and participation in competitions or performances. Access to resources, including studio space and trained instructors, proves pivotal in shaping individuals’ experiences within dance education. Awareness and exposure play crucial roles, with limited exposure hindering engagement, while the cultural background and geographic location intersect with economic considerations, shaping preferences and opportunities within the dance community. Originality/Significance: This research contributes to the field by offering a focused exploration of economic influences within the dance community. The originality lies in its holistic approach, considering the interconnected nature of affordability, access to resources, awareness, cultural background, and geographic location. From a policy and institutional standpoint, the findings have practical implications, guiding initiatives to address disparities and foster a more accessible and supportive environment within dance training institutes.

Study on Eyebrow Shape and Image Suitable for Men’s Social Image -Focusing on South Korean and Chinese Men in their 20’s and 30’s-

This paper aimed to run a comparative analysis of preferred eyebrow shapes among South Korean and Chinese men in their 20’s and 30’s, to present their desirable eyebrow shape effective for giving an impression. Furthermore, the renewed recognition of the social function of eyebrow shapes, an important factor which determines their impression formation depending upon desirable images, could help ramp up the related cosmetics industry. For this purpose, we carried out a survey and did statistical analysis. The findings of this paper were as follows. First, as for preferred eyebrow shape, there turned out a common predominant preference for ‘standard type’ among South Korean and Chinese men. However, South Korean men had the least preference for ‘angled type’, while Chinese men had the least preference for ‘straight type’. This means Chinese men go after a ‘masculine’ image, compared with South Korean men. Second, among both South Korean and Chinese men, a ‘natural’ image was commonly the most popular, with ‘cute’ image the least popular. However, ‘simple’, ‘tender’, ‘refined’, and ‘urbane’ images ranked high in popularity among South Korean men; on the other hand, Chinese men had a preference for ‘masculine’, ‘simple’, ‘decent’, ‘dynamic’, and ‘tough’ images. Third, among men with sales/service or self-employed jobs which entail face to face contact with people, a ‘natural’ image without revealing their personality was commonly most popular; on the other hand, there was a tendency to raise their energy through ‘dynamic’ images among men with office/administrative jobs which need human resource management through work concentration and hierarchy. And men with production/engineering jobs which entail lots of movements tended to seek toughness through a ‘masculine’ image. There was a preference for bright and affirmative energy through ‘lively’ image among students who was building relationships with friends with no occupational image. Finally, as regards socially desirable eyebrow shapes of those surveyed by job, ‘standard type’ or ‘straight type’ is suitable for men with sales/service or self-employed jobs requiring a ‘natural image’. On the other hand, ‘upward type’ is suitable for men with production/engineering job in need of a ‘masculine image’. And also, ‘angled type’ goes well with a ‘dynamic image’ which men with office/administrative job need.

Testing the molecular cloud paradigm for ultra-high-energy gamma ray emission from the direction of SNR G106.3+2.7

Context. Supernova remnants (SNRs) are believed to be capable of accelerating cosmic rays (CRs) to PeV energies. SNR G106.3+2.7 is a prime PeVatron candidate. It is formed by a head region, where the pulsar J2229+6114 and its boomerang-shaped pulsar wind nebula are located, and a tail region containing SN ejecta. The lack of observed gamma ray emission from the two regions of this SNR has made it difficult to assess which region would be responsible for the PeV CRs. Aims. We aim to characterize the very-high-energy (VHE, 0.1–100 TeV) gamma ray emission from SNR G106.3+2.7 by determining the morphology and spectral energy distribution of the region. This is accomplished using 2565 days of data and improved reconstruction algorithms from the High Altitude Water Cherenkov (HAWC) Observatory. We also explore possible gamma ray production mechanisms for different energy ranges. Methods. Using a multi-source fitting procedure based on a maximum-likelihood estimation method, we evaluate the complex nature of this region. We determine the morphology, spectrum, and energy range for the source found in the region. Molecular cloud information is also used to create a template and evaluate the HAWC gamma ray spectral properties at ultra-high-energies (UHE, > 56 TeV). This will help probe the hadronic nature of the highest-energy emission from the region. Results. We resolve one extended source coincident with all other gamma ray observations of the region. The emission reaches above 100 TeV and its preferred log-parabola shape in the spectrum shows a flux peak in the TeV range. The molecular cloud template fit on the higher energy data reveals that the SNR’s energy budget is fully capable of producing a purely hadronic source for UHE gamma rays. Conclusions. The HAWC observatory resolves one extended source between the head and the tail of SNR G106.3+2.7 in the VHE gamma ray regime. The template fit suggests the highest energy gamma rays could come from a hadronic origin. However, the leptonic scenario, or a combination of the two, cannot be excluded at this time.

Are successful business people beneficial to society: an analysis based on consumer preferences

Common perceptions may view successful business people with suspicion, assuming that their achievements are gained at the expense of others or through less-than-ethical means. However, a fundamental truth about genuine success in business is that business should inherently benefit others. This article argues that despite potential negative impacts, through responsible business practices and appropriate regulation, successful business people can effectively cover their potential negative effects in both wealth creation and expenditure processes. Successful business people will increase social welfare by promoting job creation, driving innovation, and dedicating themselves to charitable causes. This article further adopts the basic concept of “prisoner’s dilemma” in game theory to analyze the evolving relationship between business practices and consumer choices. It explains how consumer preferences shape corporate behavior, leading to more socially responsible and environmentally sustainable practices.

Reality TV, Nigerian Idol, and cultural preferences for Afrobeats music

ABSTRACT Reality TV, particularly Music Reality Shows (MRSs) like Nigerian Idol, has emerged as a significant dimension of television programming, providing a platform for cultural representation and interactivity. Afrobeats, a music genre that originated in West Africa, has gained global acceptance and recognition in recent years with great influence on the global cultural landscape. This study examined the cultural preferences of viewers towards the use of Afrobeats music in the Nigerian Idol reality TV show. Cultivation theory was adopted as the theoretical framework to investigate the level of viewership of Nigerian Idol among residents of Lagos, Nigeria, and explore their cultural preferences for Afrobeats music. Through a mixed methods approach involving a quantitative survey and focus group discussions (FGD), the study gathered data from residents of Lagos, Nigeria. The results reveal a reduction in viewership of Nigerian Idol compared to previous seasons, indicating shifting audience interests. However, there is a significant cultural preference for Afrobeats music compared to other genres of music, particularly those of foreign origin, among viewers who have encountered the Nigerian Idol. This also confirms the growing influence and acceptance of the fast-rising Afrobeats genre. The findings underscore the role of media, particularly television programmes such as Reality TV Shows, in shaping cultural identity and preferences. The correlation analysis confirms a strong relationship between viewership levels and cultural preferences for Afrobeats music in Nigerian Idol, highlighting the impact of television programming on audience perceptions and tastes for cultural artifacts like music. The study contributes to understanding cultural dynamics in the context of Reality TV Shows, music, and cultural entertainment, emphasizing the need for producers to adapt to evolving audience preferences and embrace digital innovations to sustain viewer interest.

Exploring the Link Between Social Media Engagement, Social Anxiety, and Environmental Preferences in University Students

As mental health issues become increasingly prominent, social anxiety is prevalent among university students and significantly affects their social behaviors and environmental preferences. With the increasing reliance on social media, understanding how these behaviors shape preferences for physical social environments is crucial for designing supportive campus spaces. This study investigates the relationship between social anxiety, social media usage, and environmental preferences in campus settings. We aim to identify the key environmental factors that can promote healthier social interactions for students with varying levels of social anxiety and social media use. Data were collected from university students through a structured questionnaire assessing demographic characteristics, online and offline behavior, social media usage intensity, social anxiety level, and environmental preferences. Using K-means clustering, participants were grouped into four clusters based on their social media usage and social anxiety levels. ANOVA and Multivariate Multiple Regression (MMR) were conducted to examine differences in environmental preferences across these clusters. Significant differences in environmental preferences were observed across the four clusters. Gender and grade influenced social anxiety levels, with females and undergraduate students reporting greater anxiety. Individuals with high social media use, regardless of their anxiety levels, generally exhibited stronger preferences for various environmental dimensions, including openness, convenience, facility provision, safety/comfort, and cultural landscape. However, individuals with higher social anxiety tended to prefer enclosed, facility-rich, and more controlled environments. The relationship between social anxiety and preferences for convenience, safety/comfort, and cultural landscape was minimal or non-significant. This study highlights the importance of considering both behavioral and psychological factors when designing university social environments. By identifying specific environmental preferences of students with high social anxiety, the findings offer evidence-based recommendations for creating more inclusive and supportive campus spaces that promote positive social interactions and well-being.

Unpacking Young Adults’ Voting Preferences: The Role of Neighborhood Trust

Compared to previous generations, young adults today report lower levels of trust in government, law enforcement, and their communities. This study investigates neighborhood factors influencing social trust among Arizona young adults during the lead-up to the 2020 presidential election. Through an analysis of online survey data for a sample of young adults ( N = 1,376) who participated in the Arizona Youth Identity Project, we explore how neighborhood diversity, population density, racial identity, and political affiliation are associated with social trust and voting preferences. We find that Arizona young adults’ trust in police and their neighbors varies by neighborhood diversity and racial identity, with residents of mostly White neighborhoods reporting higher levels of trust. Additionally, support for Trump is highest among young adults who expressed high trust in local police. This study underscores and begins to unpack the interplay between race, space, and trust in shaping political identities and preferences.

National Dependence and Public Perceptions: Understanding the Economic Determinants of Foreign Policy Preferences Toward China

The relationship between economic dependence and foreign influence has become an increasingly prominent topic in International Relations. However, academic studies and public discussion largely overlook that dependence could influence not only states’ official policies but also the foreign policy preferences of their populations. In addition, they simplistically assume that material dependence directly establishes influence without considering additional complexities brought on by actors’ perceptions of such realities. This could lead to misunderstandings regarding the mechanisms through which economic dependence leads to foreign influence. The problem is especially glaring in relation to China, whose economic clout has been argued to represent a key vector of its global influence. This article studies how economic dependence shapes the foreign policy preferences of populations around the world and, thereby, constitutes a vector of China’s international influence. We use novel public opinion data from more than 79,000 respondents in 54 countries to clarify the relative weight of material economic realities and public perceptions of them in shaping foreign policy preferences toward China. In doing so, we also establish the relative extent to which individuals base their preferences on an egoistic or sociotropic sense of economic self-interest. Our results illustrate that perceptions outweigh economic realities in shaping preferences on China. Furthermore, economic dependence has no uniform effects on national populations, suggesting that its effects are primarily expressed through egotropic ways. Our results suggest that the disconnect between perceptions of China’s economic importance and material realities needs to be closely considered when studying China’s international influence.

A single-nucleotide polymorphism in PvPW1 encoding β-1,3-glucanase 9 is associated with pod width in Phaseolus vulgaris L.

Pod width influences pod size, shape, yield, and consumer preference in snap beans (Phaseolus vulgaris L.). In this study, we map PvPW1, a quantitative trait locus associated with pod width in snap beans, through genotyping and phenotyping of recombinant plants. We identify Phvul.006G072800, encoding the β-1,3-glucanase 9 protein, as the causal gene for PvPW1. The PvPW1G3555 allele is found to positively regulate pod width, as revealed by an association analysis between pod width phenotype and the PvPW1G3555C genotype across 17 bi-parental F2 populations. 97.7% of the 133 wide pod accessions carry PvPW1G3555, while 82.1% of the 78 narrow pod accessions carry PvPW1C3555, indicating strong selection pressure on PvPW1 during common bean breeding. Re-sequencing data from 59 common bean cultivars identify an 8-bp deletion in the intron linked to PvPW1C3555, leading to the development of the InDel marker of PvM436. Genotyping 317 common bean accessions with PvM436 demonstrated that accessions with PvM436247 and PvM436227 alleles have wider pods compared to those with PvM436219 allele, establishing PvM436 as a reliable marker for molecular breeding in snap beans. These findings highlight PvPW1 as a critical gene regulating pod width and underscore the utility of PvM436 in marker-assisted selection for snap bean breeding.

Shaping people’s preferences: liberal neutrality, means paternalism and tobacco control

Abstract Liberal neutrality compels governments to respect individual preferences. Yet health-promotion campaigns, such as modern tobacco control policies, often seek to cultivate a preference for a healthy lifestyle. Liberal theorists have attempted to justify these policies by appealing to the concept of ‘means paternalism’, whereby these policies align with existing preferences. In contrast, this article argues that shaping preferences can be not only permissible but also morally required. Governments can preserve neutrality while influencing preferences by promoting generic goods valued in diverse societies and considering the preference-formation of future generations. This argument provides a stronger rationale for tobacco control policies.

Consideration of people’s design preferences for the development of adaptive user interfaces

Abstract Adaptive user interfaces enable the display of user-specific, relevant information in complex interactive systems. The user experience on platforms can be improved by taking the user’s needs (goals, system experience, etc.) and design preferences (in terms of design shapes) into account. In a Germany-wide online survey, n = 1,044 young people (pupils and university students) aged between 14 and 35 were asked about their design shape preferences. The results show that, overall, the shape of the circle appears to be the most attractive for young people (14–35 years) and that gender and age have the greatest influence on design shape preferences. While men and generally older people (19–35 years, university students) prefer basic shapes to more complex shapes, women and generally younger people (14–19 years, pupils) find complex shapes more attractive than basic ones. The identification of preferences with regard to design shapes can provide developers of interactive systems with information for the design of (adaptive) user interfaces.

Process Analysis on Business Advertisement Text Data: A Systemic Functional Analysis Approach

This research is motivated by the significance of advertisements in influencing consumer behavior through the use of persuasive and strategic language. Advertisements not only serve to inform but also to shape consumer perceptions and preferences through emotional and visually appealing messages. This study identifies a significant knowledge gap regarding how various advertising techniques interact with the psychological and social factors of consumers. The research methodology employed a Systemic Functional Linguistics (SFL) approach to analyze business advertisement texts published in print and digital media. The main findings indicate that business advertisement texts tend to be dominated by material processes focused on physical actions such as "buy," "use," and "get," which are effective in driving consumer behavior. Mental and relational processes also play significant roles in influencing thoughts and forming relationships between products and consumers. Additionally, the presence of verbal, existential, and behavioral processes enriches advertisement messages with direct communication, emphasis on the existence of products, and specific behavioral actions. This research highlights the importance of a multidisciplinary approach in analyzing advertisements to understand the complex interactions between advertisements and consumers' socio-psychological factors. The implications of this study provide practical guidance for marketing practitioners in designing more effective and impactful advertisements.

Design and Development from the Qing Dynasty Armchair Inspired for Modern Home Decoration Business

Background and Aims: Chinese traditional culture is extensive and profound, among which the Qing Dynasty culture has a more profound influence on modern home decoration. The Qing Dynasty was a period of rapid development of Chinese furniture culture, and many representative works appeared in the history of furniture. In these works, the chair of the Qing Dynasty has a unique style, unique design, atmospheric beauty, and simple beauty. Thus, this paper aims (1) to define and characterize the Qing Dynasty Armchair. (2) to study 5 well-known brands of new Chinese-style chairs in the market. And (3) to develop and design new Chinese chairs based on the Qing Dynasty style. Methodology: Three new Chinese chairs that skillfully combine tradition and innovation are the result of the research process, which carefully combined cultural heritage with modern design trends. The final designs were confirmed to be in line with modern consumers' preferences for distinctive shapes, eco-friendly materials, and functional versatility through surveys and expert interviews. This strategy emphasizes how important it is to respect cultural heritage while satisfying the changing needs of the modern furniture market. Results: Nowadays, the progress of modern home improvement enterprises has brought new changes to people's needs, so the design of the chair must also change. The main consumers of the modern home improvement market are young customers, so it is important to meet their needs. We should make some chairs that conform to the trend of The Times and have Chinese characteristics. To sum up, the author thinks that this research should develop and design a new Chinese chair based on the Qing Dynasty style. Through the questionnaire survey of 30 people and the interview of 3 people, we understand the consumers' evaluation and expectations of the existing 3 new Chinese chair design cases and then improve the chair cases to determine the final design innovation scheme. Conclusion: The findings highlight the need for contemporary home improvement companies to modify chair designs while preserving Chinese cultural elements to satisfy the changing demands of younger consumers. The study emphasizes the significance of creating new Chinese chairs with Qing Dynasty design inspirations and incorporating customer and expert interview feedback to improve designs that meet modern trends and expectations.

Unveiling Brand Identity A Semiotic Exploration of Logo Design in Pakistani Clothing Brands

In the competitive textile market, each brand employs a unique logo or icon to distinguish itself from competitors. A logo acts as a brand's visual identity, conveying its uniqueness and intended message to consumers. Therefore, creating an effective logo is crucial for designers, as it significantly influences consumer perception. This research uses a semiotic analysis based on Kress and van Leeuwen's (2002) multimodality framework to examine the logos of two leading Pakistani clothing brands, including Khaadi and Junaid Jamshed. The study investigates how these logos impact consumer relationships with the brands, revealing that each logo is designed to communicate the brand's distinct message. Factors such as colour schemes, logos, font, shape, words, and the inclusion of popular personalities in advertisements are essential in shaping consumer perceptions and preferences. The research involved stratified sampling to collect data, ensuring a representative analysis of consumer views. The findings indicate that well-designed logos and strategic branding elements are crucial for a strong brand-consumer connection. These elements significantly affect consumer loyalty and choice, underscoring the importance of effective logo design in building a positive brand image and influencing consumer behaviour.

Equilibrium phase behavior of gyroid-forming diblock polymer thin films.

Thin-film confinement of self-assembling block polymers results in materials with myriad potential applications-including membranes and optical devices-and provides design parameters for altering phase behavior that are not available in the bulk, namely, film thickness and preferential wetting. However, most research has been limited to lamella- and cylinder-forming polymers; three-dimensional phases, such as double gyroid (DG), have been observed in thin films, but their phase behavior under confinement is not yet well understood. We use self-consistent field theory to predict the equilibrium morphology of bulk-gyroid-forming AB diblock polymers under thin-film confinement. Phase diagrams reveal that the (211) orientation of DG, often observed in experiments, is stable between nonpreferential boundaries at thicknesses as small as 1.2 times the bulk DG lattice parameter. The (001) orientation is stable between modestly B-preferential boundaries, where B is the majority block, while a different (211)-oriented termination plane is stabilized by strongly B-preferential boundaries, neither of which has been observed experimentally. We then describe two particularly important phenomena for explaining the phase behavior of DG thin films at low film thicknesses. The first is "constructive interference," which arises when distortions due to the top and bottom boundaries overlap and is significant for certain DG orientations. The second is a symmetry-dependent, in-plane unit-cell distortion that arises because the distorted morphology near the boundary has a different preferred unit-cell size and shape than the bulk. These results provide a thermodynamic portrait of the phase behavior of DG thin films.

An evolutionarily distinct Hmgn2 variant influences shape recognition in Medaka Fish

Protein sequence diversification significantly impacts physiological traits. In this study, using medaka fish (Oryzias latipes), we identify a novel protein variant affecting shape preference behavior. Re-analysis of sequencing data reveals that LOC101156433 encodes a unique Hmgn2 variant with unusual subnuclear localization, clustered separately from the Hmgn2 clades of other species. Medaka mutants with this variant showed reduce telencephalic regions and altered shape preference, suggesting a link between protein sequence variation and behavioral changes. Additionally, this Hmgn2 variant is common in Acanthopterygii fishes, which are adapted to a variety of environments, indicating its potential evolutionary significance. Our findings highlight the relationship between amino acid sequence variation and the development of new molecular and behavioral adaptations, providing insights into the visual shape perception system in fish.

Ca2+-dependent lipid preferences shape synaptotagmin-1 C2A and C2B dynamics: Insights from experiments and simulations

Signal transmission between neurons requires exocytosis of neurotransmitters from the lumen of synaptic vesicles into the synaptic cleft. Following an influx of Ca2+, this process is facilitated by the Ca2+ sensor synaptotagmin-1. The underlying mechanisms involve electrostatic and hydrophobic interactions tuning the lipid preferences of the two C2 domains of synaptotagmin-1; however, the details are still controversially discussed. We, therefore, follow a multidisciplinary approach and characterize lipid and membrane binding of the isolated C2A and C2B domains. We first target interactions with individual lipid species, and then study interactions with model membranes of liposomes. Finally, we perform molecular dynamics simulations to unravel differences in membrane binding. We found that both C2 domains, as a response to Ca2+, insert into the lipid membrane; however, C2A adopts a more perpendicular orientation while C2B remains parallel. These findings allow us to propose a mechanism for synaptotagmin-1 during membrane fusion.

A comprehensive study on factors influencing online impulse buying behavior: Evidence from Shopee video platform

The rapid expansion of online commerce has significantly altered consumer behavior, particularly among digitally-savvy Generation Z individuals. This research analyzes the influence of product presentation videos on online impulsive buying behaviors in this demographic, using the Shopee video platform as a case study. The study aims to investigate how various external factors, including time pressure (TP), quantity pressure (QP), economic benefits (EB), social influence (SI), visual (VS), and sound (SO), affect online impulse buying by mediating emotions of arousal (AR) and pleasure (PL). This study employed a quantitative approach, and data was collected through a Likert scale questionnaire using a non-probability sampling technique. PLS-SEM statistical analysis was utilized to assess the research model, exploring the interplay of these stimuli in shaping impulsive buying behavior on the Shopee platform, among 438 Vietnamese Generation Z. The study's results indicate significant impacts of all factors on arousal, while time pressure, quantity pressure, and economic benefits did not significantly influence pleasure. Notably, arousal and pleasure emerged as mediators shaping impulsive buying decisions among Generation Z. These findings indicate that strategic use of external factors can effectively trigger emotions, leading to impulsive buying among digital natives. This also offers valuable insights for marketers looking to enhance e-commerce strategies on platforms such as Shopee video. Marketers can trigger customers' impulsive buying by creating a sense of urgency (e.g. flash sales, limited quantities), useful online reviewing, and personalizing discounts. Additionally, using visual and sound strategies in a positive online experience can further enhance this behavior and shape preferences. This study's findings contribute to a deeper understanding of consumer behavior theories in the digital era, highlighting the intricate roles of arousal and pleasure in online impulse buying.

Investigating the Factors Influencing User Loyalty, Purchase Intention, and Word-of-Mouth in Virtual Reality

Abstract This study investigates the determinants of loyalty, purchase intention, and word-of-mouth (WOM) recommendations in the context of virtual reality (VR) technology, focusing on sensory design components such as visual (color, navigation design, aesthetics, shape, and product design), tactile (touch), and auditory (audio) elements. Employing partial least squares structural equation modeling, data from individuals experienced with VR headsets were analyzed to explore how these sensory aspects influence user behavior. Contrary to expectations, color did not significantly influence attitude or satisfaction. Navigation design significantly impacted both user attitude and satisfaction, highlighting its importance in the VR experience. While aesthetics were found to positively affect user attitude, they did not significantly influence satisfaction. Interestingly, the shape of VR devices influenced satisfaction but not attitude. The product design of VR devices significantly affected both attitude and satisfaction, but audio factors did not significantly impact either. The results indicate that user attitude significantly influences loyalty, purchase intention, and WOM, as does user satisfaction. This reveals the critical role of design and sensory elements in shaping user experiences and preferences within VR environments, offering insights for developers and marketers aiming to enhance user engagement and loyalty.