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The influence of dialogic engagement and prominence on visual product placement in virtual reality videos

机译：对话参与度和突出度对虚拟现实视频中视觉产品展示位置的影响

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To identify effective strategies of visual product placement in virtual reality (VR) videos, an experiment was conducted to examine whether dialogic engagement, prominence, and perceived control of VR videos affected brand perception and recall. The experiment revealed that perceived control of VR videos significantly influenced interest in a brand and willingness to consider it. Prominence moderated the effect of dialogic engagement on brand recall. Dialogic engagement was positively associated with a co-creating experience. The findings suggest that product placement in VR videos resembles that of interactive media. Unlike traditional films, prominent placement is generally preferred in VR videos. Prominent placement that is highly engaging maximizes brand exposure. The current study is of significance since it differentiates VR videos from other similar interactive and/or visual media, extends the concept of dialogic engagement to VR, examines perceived control, co-creation, visual prominence, and brand perception in a new context, and offers strategic recommendations.
机译：为了确定在虚拟现实（VR）视频中放置视觉产品的有效策略，进行了一项实验，以检查对话参与，突出感和对VR视频的感知控制是否会影响品牌感知和召回。该实验表明，对VR视频的感知控制极大地影响了对品牌的兴趣和考虑的意愿。突出缓和了对话参与对品牌召回的影响。对话的参与与共同创造经验成正相关。研究结果表明，VR视频中的产品放置类似于交互式媒体。与传统电影不同，VR视频通常优先选择突出的位置。引人入胜的醒目位置可以最大程度地提高品牌知名度。当前的研究具有重要意义，因为它将VR视频与其他类似的交互式和/或视觉媒体区分开来，将对话参与的概念扩展到VR，在新的背景下检查感知的控制，共同创造，视觉突出和品牌感知，以及提供战略建议。

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