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Creating sense of presence in a virtual reality experience: Impact on neurophysiological arousal and attitude towards a winter sport

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  • Uhm, Jun-Phil
  • Lee, Hyun-Woo
  • Han, Jin-Wook

Abstract

The authors of this study examined the impact of sense of presence on affective responses to a virtual reality experience and attitude towards a winter sport—luge. An experiment was implemented to compare virtual reality experience environments where a sense of presence was stimulated to the experimental group. Electroencephalogram was used to measure emotional arousal and self-report measures were used to assess attitudes. The experimental group with higher sense of presence showed higher arousal and attitude towards luge. While most of the literature of virtual reality has focused on creating a high-fidelity virtual environment, results of this study highlight the importance of creating an immersive environment in the physical space where a person experiences virtual reality. The authors further discuss the implications to scholars and managers.

Suggested Citation

  • Uhm, Jun-Phil & Lee, Hyun-Woo & Han, Jin-Wook, 2020. "Creating sense of presence in a virtual reality experience: Impact on neurophysiological arousal and attitude towards a winter sport," Sport Management Review, Elsevier, vol. 23(4), pages 588-600.
    • Handle: RePEc:eee:spomar:v:23:y:2020:i:4:p:588-600
    DOI: 10.1016/j.smr.2019.10.003
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    References listed on IDEAS

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    1. Turner, Paul & Cusumano, Sam, 2000. "Virtual Advertising: Legal Implications for Sport," Sport Management Review, Elsevier, vol. 3(1), pages 47-70, May.
    2. Christian Homburg & Danijel Jozić & Christina Kuehnl, 2017. "Customer experience management: toward implementing an evolving marketing concept," Journal of the Academy of Marketing Science, Springer, vol. 45(3), pages 377-401, May.
    3. Paul Turner & Sam Cusumano, 2000. "Virtual Advertising: Legal Implications for Sport," Sport Management Review, Taylor & Francis Journals, vol. 3(1), pages 47-70, January.
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    Cited by:

    1. Uhm, Jun-Phil & Kim, Sanghoon & Do, Chanwook & Lee, Hyun-Woo, 2022. "How augmented reality (AR) experience affects purchase intention in sport E-commerce: Roles of perceived diagnosticity, psychological distance, and perceived risks," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).

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