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首页> 外文期刊>Cyberpsychology, behavior and social networking >Effects of 3D Virtual Haptics Force Feedback on Brand Personality Perception: The Mediating Role of Physical Presence in Advergames
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Effects of 3D Virtual Haptics Force Feedback on Brand Personality Perception: The Mediating Role of Physical Presence in Advergames

机译：3D虚拟触觉力反馈对品牌个性感知的影响：物理存在在广告游戏中的中介作用

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摘要

This study gauged the effects of force feedback in the Novint Falcon haptics system on the sensory and cognitive dimensions of a virtual test-driving experience. First, in order to explore the effects of tactile stimuli with force feedback on users' sensory experience, feelings of physical presence (the extent to which virtual physical objects are experienced as actual physical objects) were measured after participants used the haptics interface. Second, to evaluate the effects of force feedback on the cognitive dimension of consumers' virtual experience, this study investigated brand personality perception. The experiment utilized the Novint Falcon haptics controller to induce immersive virtual test-driving through tactile stimuli. The author designed a two-group (haptics stimuli with force feedback versus no force feedback) comparison experiment (N = 238) by manipulating the level of force feedback. Users in the force feedback condition were exposed to tactile stimuli involving various force feedback effects (e.g., terrain effects, acceleration, and lateral forces) while test-driving a rally car. In contrast, users in the control condition test-drove the rally car using the Novint Falcon but were not given any force feedback. Results of ANOV As indicated that (a) users exposed to force feedback felt stronger physical presence than those in the no force feedback condition, and (b) users exposed to haptics stimuli with force feedback perceived the brand personality of the car to be more rugged than those in the control condition. Managerial implications of the study for product trial in the business world are discussed.
机译：这项研究评估了Novint Falcon触觉系统中力反馈对虚拟驾驶体验中感官和认知维度的影响。首先，为了探索带有力反馈的触觉刺激对用户的感觉体验的影响，在参与者使用触觉界面后，测量了物理存在的感觉（虚拟物理对象被体验为实际物理对象的程度）。其次，为了评估力反馈对消费者虚拟体验认知维度的影响，本研究调查了品牌个性感知。该实验利用Novint Falcon触觉控制器通过触觉刺激进行沉浸式虚拟测试驾驶。作者通过操纵力反馈的水平，设计了两组（有力反馈与无力反馈的触觉刺激）比较实验（N = 238）。在试驾拉力赛车的同时，处于力反馈状态的用户会受到涉及各种力反馈效应（例如地形效应，加速度和横向力）的触觉刺激。相比之下，处于控制状态的用户使用Novint Falcon试驾了拉力赛车，但没有得到任何力反馈。 ANOV的结果正如所指出的那样，（a）受到力反馈的用户比没有力反馈的用户感觉到更强的身体存在感；（b）受到力反馈的触觉刺激的用户认为汽车的品牌个性更加坚固比控制条件下的要好。讨论了该研究对商业世界中产品试用的管理意义。

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  • 来源
    《Cyberpsychology, behavior and social networking》 |2010年第3期|P.307-311|共5页
  • 作者

    Seung-A Annie Jin;

  • 作者单位

    Department of Communication, Boston College, Chestnut Hill, Massachusetts 140 Commonwealth Ave 21 Campanella Way, 543 Chestnut Hill, MA 02467;

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