The Effect of Presence and Engagement in HMD(Head Mounted Display) Virtual Reality Advertising on Attitude and Memory

HMD(Head Mounted Display) 가상현실 광고가 현존감과 인게이지먼트 수준에 따라 태도와 기억에 미치는 효과

  • Han, Kwang-Seok (Division of Advertising and Public Relations, Namseoul University) ;
  • Cho, Jae-Hyun (Dept of Media & Communication, Daejin University)
  • 한광석 (남서울대학교 광고홍보학과) ;
  • 조재현 (대진대학교 미디어커뮤니케이션학과)
  • Received : 2019.04.02
  • Accepted : 2019.06.20
  • Published : 2019.06.28


In this study, we examined how consumers who experience HMD virtual reality advertising differ in their ad attitudes and memory effects according to Presence (cognitive presence, emotional presence, media presence) and engagement level. Particularly, in the case of memory effect, the information that the user memorizes through the advertising is divided into "Attribute-Related Memory (ARM)" and "Global-Related Memory (GRM)" Respectively. First, the attitudes toward HMD based virtual reality ads are positive regardless of the type of presence. Second, in the virtual reality advertising, if the level of engagement is low, ARM that memorizes the information of the product attribute is increased, whereas if the level of engagement is high, the GRM which is the memory of the attitude-based evaluation information about the product is increased appear. Third, if cognitive presence and media presence are low, then ARM is more memorable than GRM.


HMD;Virtual Reality;Presence;Engagement;Attitude toward Advertising;Memory Effect

Table 1. Result of MANOVA & ANOVA

OHHGBW_2019_v10n6_139_t0001.png 이미지


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