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Does virtual reality affect behavioral intention? Testing engagement processes in a K-Pop video on YouTube

2021; Elsevier BV; Volume: 123; Linguagem: Inglês

10.1016/j.chb.2021.106875

1873-7692

Seok Kang, Sophia Dove, Hannah Ebright, Serenity Morales, Hyungjoon Kim,

Media, Gender, and Advertising

The current study tested the effects of a celebrity's virtual reality (VR) video on YouTube on audience transportation, parasocial interaction, identification, worship, and behavioral intention of social campaign participation. In addition to VR effects, fans and nonfans were compared with each other for engagement. The media content of BTS, a Korean pop boy band, was experimented in six groups: VR video with a headset, 360-degree video, 2D video, audio, news article, and control. A posttest only experiment was conducted among 142 participants in total. Results found that the VR with a headset group showed a significant difference from the news article group in transportation into BTS. The VR with a headset group had higher parasocial interaction with BTS than the control group. BTS fans were more likely than nonfans to show significant transportation, parasocial interaction, identification, worship, and behavioral intention.