Virtual Experience Research Articles

Feeling Grounded: Exploring the Sense of Groundedness in Cultural Tourism Driven by Live Streaming Technology

As information and communication technology advances, the on-site experience of traditional field tourism is being transformed into a virtual experience under digital tourism. The sense of groundedness occurs when tourists connect to the geography, humanity, and history of destination. Little is known about how technology, marketing, and tourism resources can be combined to enrich the authenticity of the virtual tourism experience. This study explores the main characteristics of groundedness in cultural tourism to address this research gap. It develops and validates the scale for measuring tourism experience based on live streaming technology. The findings also reveal groundedness as a driver of tourists’ willingness and behavior to participate. The study theoretically promotes the development of groundedness and the emerging research on digital cultural tourism marketing. Meanwhile, the study results provide stakeholders with an attractive and implementable tourism perceptual experience—groundedness—implying references for overall sustainable destination development.

Presenting a Model for the Evaluation of the Quality of e-learning at Payam Noor University

The current study aims to design a quality evaluation model of the electronic education system at Payam Noor University by applying a mixed methodology. The statistical population of the qualitative section includes twelve professors, researchers, and experts in the field of e-learning, who were selected by selective sampling. The conceptual model of the research was collected after conducting in-depth semi-structured interviews. The quantitative data based on a questionnaire designed by the researcher was collected from 274 professors and students with experience teaching or studying in the electronic education system of Payam Noor University. The data was analyzed using the structural equation modeling method in PLS3 software. The research results show that quality is a concept consisting of four categories behavioral, scientific, cognitive ability, and virtual learning experience. The study’ findings also reveal that cultural, pedagogical, learner, communication, infrastructural, and institutional factors affect the quality of Payam Noor University's electronic education system. Also, the results show that these characteristics will help universities achieve the four outcomes of competitiveness, job opportunities, economy, and reputation by establishing a quality education system. The ideal model for evaluating the quality of e-learning at Payam Noor University is a process approach in which the three dimensions of factors, quality indicators, and outputs are examined and measured. In other words, electronic education is successful when it can create a valuable experience of virtual education while empowering the learners scientifically, behaviorally, and cognitively to let all the stakeholders of higher education benefit from a valuable electronic education.

Old meets New

Virtual reality (VR) has been used for various experiential purposes in tertiary education. This technology is valued for its capacity to simulate experiences close to real-life, for example, providing virtual hands-on experiences (e.g. Agbonifo et al, 2020; Pande & Jepson, 2025) or interactive vision of focal locations (e.g. Dobricki et al, 2021). Despite three decades since VR was recognised at a rudimentary point of development (Moore, 1995), it is not yet broadly used in higher education despite potential to do more to facilitate situated learning (Schott & Marshall, 2021). As an immersive technology, VR offers an avenue for engaging learning through situated Indigenous storytelling. VR has recently proven valuable for transporting school students to Australian Indigenous places otherwise not easily visited and experienced (Education Group, 2024), while a university VR initiative enables delving deep into history to experience the Australian Indigenous landscapes of pre-colonial times (Morse, 2024). VR Indigenous experiences can be valued for their fidelity, especially when created by mob such as Brett Leavy’s virtual songlines (Hardy, 2020). Nevertheless, there are noted global cultural issues, such as risks in adopting a Eurocentric approach and falling short of the fidelity required for Indigenous storytelling (Tubby, 2022). In Australian contexts, ongoing concerns include what can be shared online compared to what is sacred (Yarn Marketplace, 2024), and the need for engaging Aboriginal community to ascertain cultural protocols for designing interactive technology (Loban, 2022). This poster introduces a work-in-progress innovation project at RMIT University, on designing an immersive VR storytelling experience for university practitioners to engage with local Indigenous perspectives. The project aims to contribute to cultural capability growth, and to develop responsible practice in action, and thus navigate the terrain for creating innovative and culturally respectful learning spaces through technology. For contributing to cultural capability growth, the projects’ VR resource enables university staff to experience culture and ways of learning in innovative and engaging ways, to broaden their understanding of local Indigenous perspectives (the Kulin Nation and surrounds) and equip them with the cultural intelligence to underpin effective and empathetic interactions that value Aboriginal perspectives. For responsible practice in action, the project sought a culturally respectful way to learn through community consultations, to inform this and future project processes. The development of the resource was made possible through the efforts of a diverse team from different cultural backgrounds working towards creating a culturally safe environment, including with Indigenous staff members who actively contributed individual personas for the pilot. Development beyond the pilot extends this approach “With mob”, via “respectful partnership” (AIATSIS, 2022) with local Aboriginal community. Consultations respectfully seek guidance, permissions, and potential further Indigenous personas to enrich the resource, and advice on how the VR experience is shared and “the types of tasks” it is used for, given these are complex and “because each facet of culture can simultaneously influence a range of processes” (Littlejohn & Margaryan, 2006, p.270). The project will continue to champion Indigenous culture and refer to community guidance on reusability in other contexts (such as student-facing).

Management of COVID-19 in the community using virtual care: An Australian perspective.

Virtual care and remote monitoring were widely used during the COVID-19 pandemic. However, early evaluations of effectiveness were often inconclusive due to low rates of enrolment and limited data. The aim of this study was to evaluate the effectiveness of virtual care in managing individuals in community-based self-isolation and quarantine in Australia during this pandemic. A retrospective cross-sectional study was conducted of individuals admitted to a virtual hospital in Sydney who either tested positive for COVID-19 and required self-isolation, or tested negative but still needed to self-isolate, amidst the Delta wave of the COVID-19 pandemic. Outcome measures included health service utilisation, in-hospital mortality, patient-reported experience measures (PREM), and cost savings resulting from avoided emergency department (ED) presentations. Out of 9571 individuals admitted, 8544 (89.3%) had COVID-19. Clinical deterioration or acute illness occurred in 2477 (25.9%) individuals, of whom 890 (9.3%) were referred to ED for further assessment or investigation, and 614 (6.4%) were admitted for inpatient treatment. Overall mortality was 0.2%. Out of 1020 individuals who completed the PREM survey, 846 (82.9%) rated the overall virtual care experience as 'good' or 'very good'. Avoided ED presentations possibly resulted in cost savings estimated between AU$691,214 and AU$2,994,540. Virtual care was successfully used to manage a large number of individuals in community-based self-isolation and quarantine during the COVID-19 pandemic. Scalable pathways for triage, monitoring and clinical escalation via telehealth ensured patient safety and acceptability, and alleviated strain on the broader health system.

Harnessing computational techniques to analyze and enhance fandom engagement through interaction ritual chains

Abstract. This study explores the application of Interaction Ritual Chains (IRC) theory and computational techniques to analyze and enhance fandom engagement within the Chinese Australian community. By integrating sentiment analysis, social network analysis, and gender-based language analysis, this research provides a comprehensive understanding of how emotional energy, shared focus, and bodily synchronization contribute to fan interactions. We employ a predictive mathematical model to quantify these IRC components and their impact on engagement, leveraging data mining, natural language processing (NLP), and machine learning. The findings reveal the dynamics of fan behavior and offer insights into personalized content recommendations, gamification, and virtual reality experiences to foster deeper emotional bonds and sustained engagement. This study bridges the gap between theoretical frameworks and practical applications, providing a robust foundation for future research on digital fandoms.

Violent Video Games on Aggression and Self-control of Student Gamers

The rise in popularity of violent video games has sparked debates on their influence, particularly on aggression and self-control. Concerns about adult-rated games like PUBG, COD, Grand Theft Auto, and Red Dead Redemption prompt scrutiny of virtual experiences and real-world behavior. This study explores the link between exposure to violent video games, aggression, and self-control among student gamers in Davao del Sur, Philippines. Data were collected from fourth-year Psychology students at Cor Jesu College during the first semester of SY 2023-2024, using purposive and convenience sampling. Most respondents were male, reflecting broader gaming trends. Results show moderate aggression and balanced self-control among student gamers. While no significant differences were found in exposure to violent games, aggression, and self-control across age groups, gender variations were notable, with males showing higher exposure and self-control scores. Correlation analysis revealed a negative relationship between violent video game exposure and aggression, indicating potential desensitization, while exposure correlated positively with self-control. Moderation analysis indicated gender and age significantly moderated the relationship between exposure to violent video games and aggression, but not with self-control. These findings highlight the intricate dynamics between gaming habits, psychological traits, and demographic factors among student gamers. The findings suggest that increased exposure to violent video games may be associated with lower levels of aggression and higher self-control among student gamers. This indicates a need to reconsider the common perception of the negative impacts of violent video gaming, emphasizing the importance of context and individual differences in understanding these effects. Keywords: psychology, adult video-games, aggression, quantitative, Philippines

Methodologies and Procedures for the Audiovisual Creation and Direction of Virtual Reality Short Films with Volumetric Capture. An Innovation Project for Higher Education

Virtual reality (VR) has become a cutting-edge medium for interactive experiences and immersive storytelling. In this setting, virtual reality short films have become more popular. They provide audiences with the chance to fully submerge themselves in three-dimensional environments and experience the staging of fictional events firsthand. This article presents a method for producing virtual reality short films using volumetric capture, which enables the implementation of real-time acting captured in three-dimensional video in virtual space-time.The production process is explained, starting with the idea of creating hybrid virtual reality cinematic experiences that blend various methods and assets, such as volumetric capture, computer graphics, and 360-degree film. For this experience, the production of the second episode of the virtual reality series The Stigma Machine (Martínez-Cano, 2022-currently) was carried out within the framework of the educational innovation project PIEU_B/2023_69: Production of prosocial-immersive audiovisual narratives in virtual reality, which involves 20 students from Miguel Hernández University’s Degree in Audiovisual Communication and the Double Degree in Audiovisual Communication and Journalism.In order to experiment with the students on the various processes and techniques for the audiovisual creation of VR, a review of exceptional examples of VR short films with volumetric capture was conducted during the development of this project. Case studies were analyzed to illustrate the various solutions implemented to create immersive experiences from an emotional approach.The findings highlight future directions for the creation of VR short films with volumetric capture and stress the value of multidisciplinary cooperation between filmmakers, visual artists, and VR specialists in advancing the development of this type of immersive storytelling.

TouchMark: Partial Tactile Feedback Design for Upper Limb Rehabilitation in Virtual Reality.

The use of Virtual Reality (VR) technology, especially in medical rehabilitation, has expanded to include tactile cues along with visual stimuli. For patients with upper limb hemiplegia, tangible handles with haptic stimuli could improve their ability to perform daily activities. Traditional VR controllers are unsuitable for patient rehabilitation in VR, necessitating the design of specialized tangible handles with integrated tracking devices. Besides, matching tactile stimulation with corresponding virtual visuals could strengthen users' embodiment (i.e., owning and controlling virtual bodies) in VR, which is crucial for patients' training with virtual hands. Haptic stimuli have been shown to amplify the embodiment in VR, whereas the effect of partial tactile stimulation from tangible handles on embodiment remains to be clarified. This research, including three experiments, aims to investigate how partial tactile feedback of tangible handles impacts users' embodiment, and we proposed a design concept called TouchMark for partial tactile stimuli that could help users quickly connect the physical and virtual worlds. To evaluate users' tactile and comfort perceptions when grasping tangible handles in a non-VR setting, various handles with three partial tactile factors were manipulated in Study 1. In Study 2, we explored the effects of partial feedback using three forms of TouchMark on the embodiment of healthy users in VR, with various tangible handles, while Study 3 focused on similar investigations with patients. These handles were utilized to complete virtual food preparation tasks. The tactile and comfort perceptions of tangible handles and users' embodiment were evaluated in this research using questionnaires and interviews. The results indicate that TouchMark with haptic line and ring forms over no stimulation would significantly enhance users' embodiment, especially for patients. The low-cost and innovative TouchMark approach may assist users, particularly those with limited VR experience, in achieving the embodiment and enhancing their virtual interactive experience.

Exploring the Viewer’s Role in Narrative-Based Animated Virtual Reality Experiences: Strategies for Role Activation and Immersive Storytelling

Virtual reality (VR) storytelling offers immersive experiences that engage viewers in unique and interactive ways. This study investigates the viewer’s role within animated narrative-based VR and explores strategies and techniques employed to facilitate this engagement. Using thematic analysis, the authors examined 22 animated VR experiences and identified six key themes: viewer interaction, virtual body, viewer’s spatial perspective, voice of the narrator, directed viewing and providing options. These themes encompass various strategies used to activate the viewer’s role and enhance their immersion in the narrative. The findings reveal that interactive elements, such as viewer interactions and decision-making opportunities, contribute to a heightened sense of agency and immersion. Additionally, the incorporation of a visible and functional virtual body, strategic placement of the viewer and guidance from a narrator potentially shape the viewer’s experience and understanding of the narrative. However, it is essential to strike a balance between directed viewing and viewer agency to ensure a satisfying and engaging storytelling encounter. The implications of these findings provide valuable insights for VR creators, highlighting the importance of considering these strategies when designing narrative-based VR experiences. By utilizing these techniques effectively, creators can craft immersive and engaging VR narratives that captivate and involve viewers in dynamic and meaningful ways.

Dataset of the relationship between authentic virtual reality experiences and tourists’ visiting intentions of a tourism destination

Dataset of the relationship between authentic virtual reality experiences and tourists’ visiting intentions of a tourism destination

Gynecologic Pathology Journal Club: A 2-year, Worldwide Virtual Learning Experience With a Focus on Mentorship and Inclusion.

Journal clubs (JCs) are a common format used in teaching institutions to promote trainee engagement and develop skills in seeking out evidence-based medicine and critically evaluating literature. Digital technology has made JC accessible to worldwide audiences, which allows for increased inclusion of globally diverse presenters and attendees. Herein we describe the experience of the first 2 years of a virtual gynecologic pathology JC designed with the goal of providing mentorship and increasing inclusivity. JC began in a virtual format in April 2020 in response to the need for remote learning during the coronavirus disease 2019 pandemic. Each JC had 1 moderator, lasted 1 hour, featured up to 3 trainees/early-career pathologists, and covered articles on gynecologic surgical pathology/cytopathology. Trainees were recruited through direct contact with moderators and advertising through social media (eg, Twitter). A template was used for all presentations, and before presenting, live practice sessions were conducted with the moderator providing constructive feedback and evaluations were provided to presenters and attendees for feedback. Recordings of the meetings were made publicly available after the event through YouTube, a society website, and emails to registrants. Fifty-nine presenters participated, covering 71 articles. Most were trainees (53/59; 89%) from North America (33/59; 56%), with additional presenters from Asia (14/59; 24%), Australia/Oceania (5/59; 8%), Africa (4/59; 7%), and Europe (3/59; 5%). An average of 20 hours were spent per month by moderators on the selection of papers, meeting preparation, and provision of mentorship/feedback. Live events had a total of 827 attendees, and 16,138 interactions with the recordings were noted. Among those who self-identified on provided surveys, the attendees were most commonly from Europe (107/290; 37%) and were overwhelmingly practicing pathologists (275/341; 81%). The experience, including mentorship, format, and content, was positively reviewed by attendees and presenters. Virtual JC is an inclusive educational opportunity to engage trainees and early-career pathologists from around the world. The format allowed for the JC to be widely viewed by attendees from multiple countries, most being practicing pathologists. Based on feedback received, virtual JC appears to expand the medical knowledge of the attendees and empower presenters to develop their expertise and communication skills.

A Real-Time and Interactive Fluid Modeling System for Mixed Reality.

Within the realm of mixed reality, the capability to dynamically render environmental effects with high realism plays a crucial role in amplifying user engagement and interaction. Fluid dynamics, in particular, stand out as essential elements for crafting immersive virtual settings. This includes the simulation of phenomena like smoke, fire, and clouds, which are instrumental in enriching the virtual experience. This work showcases a cutting-edge system developed to produce dynamic and interactive fluid effects that mirror real captured data in real-time for mixed reality applications. This innovative system seamlessly incorporates fluid reconstruction alongside velocity estimation processes within the Unity engine environment. Our approach leverages a novel physics-based differentiable rendering technique, grounded in the principles of light transport in participating media, to simulate the intricate behaviors of fluid while ensuring high fidelity in visual appearance. To further enhance realism, we have expanded our framework to include the estimation of velocity fields, addressing the critical need for fluid motion simulation. The practical application of these techniques demonstrates the system's capacity to offer a robust platform for fluid modeling in mixed reality environments. Through extensive evaluations, we illustrate the effectiveness of our approach in various scenes, underscoring its potential to transform mixed reality content creation by providing developers with the tools to incorporate highly realistic and interactive fluid seamlessly.

Reframing Higher Ed Spaces and Belonging

The COVID-19 pandemic ushered in changes to higher education, including how campus spaces are used and defined. Institutional pivots to meet health and safety protections impacted the way we think about public and private spaces in lasting ways. The end of the acute emergency presents an opportunity for colleges and universities to reflect about the physical and virtual student experience to cultivate a renewed sense of place and belonging. Campus spaces have historically been linked to students’ sense of belonging, which correlates with student engagement and academic success. Over generations, higher education has been shaped by social factors, evolving to become more equitable and inclusive. Campus spaces are now physical and virtual, and the COVID-19 endemic period presents an opening for higher education to recenter a student’s sense of belonging in community-based locations, physical campus spaces, and virtual learning environments.

Using Virtual Reality in Mental Health Nursing to Improve Behavioral Health Equity.

Nursing students often experience anxiety, stress, and fear during a clinical rotation in a mental health setting due to stressors and biases toward the setting as well as lack experience in caring for patients with mental health conditions. One in four people worldwide suffers from a mental disorder; therefore, it is critical that nurses feel confident interacting with these patients to provide equitable care. Undergraduate training is a critical period for changing students' attitudes toward this population. This study's goal was twofold. First, we offered students' exposure to common behaviors and symptoms displayed by a patient with mental illness through an engaging and immersive virtual reality simulation experience before taking care of patients in a clinical setting. Second, we aimed to determine if a virtual reality simulation will change students' attitude and stigma, favorably, toward patients with mental health conditions. We used a mixed-method comparative analysis to collect information and identify themes on undergraduate students' attitudes and stigma toward patients with mental health conditions. Our findings demonstrate that virtual reality simulations enhance awareness and sensitivity to the situations of others (empathy) while improving their communication skills. The use of virtual reality in a baccalaureate curriculum deepens the understanding of health equity in behavioral health for nursing students.

Enhancing patient education and engagement through digital intelligence tools in dermatology

This comprehensive digital health review examines the expanding landscape of digital intelligence tools within dermatology, specifically examining the innovative role of AI-powered applications aimed at educating and engaging patients in managing their skin health. Drawing upon a wide array of existing research, this review scrutinizes the evolution and impact of various digital tools. These include interactive apps that leverage AI algorithms to deliver tailored skincare guidance, considering factors such as skin type, concerns, and environmental factors. Additionally, the review explores the emerging use of immersive virtual reality experiences to deepen patients’ understanding of skin conditions, offering vivid simulations and educational content. These innovative approaches showcase significant promise in not only improving patient outcomes but also fostering greater treatment adherence and overall satisfaction with dermatological care. Looking ahead, future research should prioritize fine-tuning AI algorithms to further personalize patient recommendations, exploring the integration of wearable technology for real-time monitoring, and conducting longitudinal studies to evaluate the sustained effectiveness and scalability of digital intelligence tools in promoting patient education and engagement. Moreover, innovative strategies such as gamification techniques and social support platforms hold considerable potential for enhancing patient empowerment and involvement in managing their skin health. Leveraging digital intelligence tools will eventually redefine the landscape of dermatological care, empowering patients and optimizing treatment outcomes through enhanced education and engagement.

Optimizing DG Handling: Designing an Immersive MRsafe Training Program.

The rapid growth of e-commerce has significantly increased demands on logistics providers, particularly in the areas of product handling and shipment. One of the most challenging and critical aspects of this process is the handling of dangerous goods (DG). This is a complex and time-intensive operation that requires safety measures and proper packaging and labelling, because mishandling DG can lead to severe injuries, property loss, and legal liability. This puts additional pressure on logistics providers to efficiently manage DG while maintaining speed and safety in the context of e-commerce. To meet this challenge, there is an urgent need to advance training programs and enhance the operational efficiency for DG handling. The use of mixed reality (MR) technology offers a promising solution. By seamlessly integrating virtual elements with real-world environments, MR has the potential to greatly improve the effectiveness and efficiency of the training of DG handling. Earlier research has examined MR in various fields, while there is still a research gap in applying MR specifically to the training of DG handling. This paper seeks to address the current research gap by presenting a novel MR model, named "MRSafe," for a training program on the safe handling of DG. The model offers users virtual experiences and comprehensive guidance to provide operational decision support.

The potential use of immersive virtual environments for collecting and archiving heritage gameplay activities in digital libraries

Purpose This paper aims to discuss and propose the potential use of immersive virtual environments (IVEs) for archiving and collecting heritage gameplay activities in digital libraries, which is expected to triangulate further discussions on the said knowledge scopes. Design/methodology/approach The key question of this paper is, how we can preserve and revitalize fading heritage game activities in digital libraries? To answer this, the paper is going to understand the applications of IVEs in heritage studies; the use of telepresence experiences in IVEs for activity-based collection; the creation of virtual and telepresence experiences in digital libraries; and a proposed use of IVEs for archiving heritage gameplay activities. Findings The applications of IVEs and/or other virtual technologies have certainly been gaining positive feedback about their ability to provide vivid images of artefacts and art pieces; perform a high level of interactivity between the exhibits and visitors; enhance visitors’ sense of immersion that evoke their memories of heritage issues; facilitate visitors’ learning process in libraries; increase enjoyment in digital libraries. As mentioned in the previous section, the activity-based historical collection, for instance, the heritage gameplay activities, can be preserved and archived vividly using IVEs. Research limitations/implications This paper is explorative, there is no empirical result for generalization. Originality/value This paper aims to provide librarians with valuable insight to apply IVEs for archiving and collecting heritage gameplay activities. Setting up a new type of digital library is affected greatly by the openness of librarians, visitors’ expectations and a whole lot of things that are happening around the technological world and digital culture. This paper addresses the applications of IVEs in heritage studies, the importance of creating virtual and telepresence experiences for library visits as well as proposing the use of IVEs for archiving heritage gameplay activities.

Virtual Hospitals and Patient Experience: Protocol for a Mixed Methods Observational Study.

Virtual care is increasingly incorporated within routine health care settings to improve patient experience and access to care. A patient's experience encompasses all the interactions an individual has with the health care system. This includes a greater emphasis on actively involving carers in the decisions and activities surrounding a patient's health care. This study aimed to investigate the variety of health care delivery challenges encountered in a virtual hospital and explore potential ways to improve the patient experience. Focusing on acute respiratory, this protocol outlines a mixed methods study exploring the patient experience of a virtual hospital in Australia, Royal Prince Alfred Virtual Hospital (rpavirtual). We will use an exploratory mixed methods approach comprising of secondary data analysis, observations, interviews, and co-design focus groups. Participants will include patients, their carers, and health care workers who are involved in the acute respiratory virtual hospital model of care. Together, the data will be triangulated to explore views and experiences of using this model of care, as well as co-designing recommendations for further improvement. Findings from this study will identify current barriers and facilitators to implementing virtual care, such as work-as-done versus work-as-imagined, equity of care, the role of carers, and patient safety during virtual care. As of August 2024, a total of 25 participants have been interviewed. This protocol outlines a mixed methods case study on the acute respiratory model of care from Australia's first virtual hospital, rpavirtual. This study will collect the experiences of patients, carers, and health care workers to co-design a series of recommendations to improve the patient experience. DERR1-10.2196/58683.

Digital interventions to prevent smoking habit among children. Is there evidence?

Abstract Smoking remains one of the foremost preventable causes of death and disease on a global scale, with its roots often traced back to early childhood. The habit typically begins at a young age, setting a pattern that becomes increasingly difficult to break over time. This enduring issue highlights the critical need for effective preventive measures. Traditional approaches to curbing smoking among the youth-such as public health campaigns, school-based education, and legislative measures like age restrictions on tobacco purchases-have had limited success. In this context, digital interventions (DIs) have begun to emerge as a promising new frontier for tobacco prevention. Leveraging the pervasive influence of technology in young people’s lives, these interventions include gamified educational programs, which transform learning about the dangers of smoking into interactive and engaging activities; social media campaigns, which can spread powerful anti-smoking messages quickly and broadly; and virtual reality experiences, which immerse users in scenarios that vividly illustrate the impact of smoking on health. These digital strategies not only offer fresh avenues for conveying important health information but also engage young audiences in a medium they find relatable and compelling. In this context, the presentation will discuss results of a systematic review aims to assess the efficacy of DI in preventing smoking, and improving knowledge and awareness about smoking damages, among children. This review is part of the PRIN project, titled: “Leo&Giulia standing for public health”, whose goal is to evaluate the effectiveness of a DI aimed at school-aged children, intended to increase knowledge about the negative effects of smoking and prevent its use. Grasping the impact of DI in smoking prevention can greatly benefit public health by offering practical alternatives.

From Play to Pay: Exploring Imaginal and Emotional Virtual Item Retail Experiences in Online Game Environment

In online gaming, selling virtual game items is a growing phenomenon designed to engage players. Despite growing adoption, little remains known regarding the gamer’s perceived virtual item retail experiences, particularly in the online game retail context. Based on the hedonic consumption perspectives, we examined the role of escapism, role projection, fantasy, enjoyment, emotional involvement, and arousal in developing positive attitudes toward in-game virtual items, which eventually enhanced behavioral outcomes such as game store loyalty, willingness to pay (WTP) and word-of-mouth (WOM). We collected survey data from 281 online gamers and analyzed the data using partial least squares (PLS)-based structural equation modeling. The results indicate that fantasy, escapism, enjoyment, and arousal significantly enhance gamers’ favorable attitudes toward virtual item experiences. Moreover, the findings indicate the positive influence of attitude on players’ WTP, loyalty to retailers, and positive WOM. This study is the first to explore imaginal and emotional experiences as antecedents that derive gamers’ favorable attitudes toward in-game item retail experiences and their subsequent influence on gamers’ consumption behavior. Online game retailers may benefit from focusing on virtual item experiences to elevate premium gamers’ retail attitudes and their ensuing consumption behaviors.