Unraveling Embodied Experience: An Investigation of the Impact of Immersive
Virtual Reality on Information Elaboration and Novelty-seeking Behavior
Prof. Zhenhui JIANG
Professor, Innovation and Information Management
Padma and Hari Harilela Professor in Strategic Information Management
HKU Business School
The University of Hong Kong
Date: 04 December 2024 (Wednesday)
Time: 09:00 – 10:30
Venue: E22 – G010
Host: Prof. Yifan JIAO, Assistant Professor in Business Intelligence and Analytics
Abstract
Immersive virtual reality (VR) technologies have markedly changed the way in which online consumers experience products. Through immersive VR, consumers can virtually interact with a product in the stereoscopic space in which the product is located. Using Embodied Cognition Theory, we investigate the effects of two product presentation formats—immersive VR and the traditional non-immersive desktop interface—on users’ information elaboration and novelty-seeking behavior. In five laboratory experiments, we develop different home product evaluation systems and collect multiple sources of data, including verbal protocols, questionnaires, eye movements, and users’ actual interaction behaviors. The results reveal that immersive VR generally leads users to consider more information related to product use and explore more novel product options than the desktop presentation. Moreover, these effects are more prominent for users with less (vs. more) product domain knowledge. Implications for theory and practice are discussed.
Speaker
Zhenhui (Jack) Jiang is a professor of Innovation and Information Management and the Padma and Hari Harilela Professor in Strategic Information Management at HKU Business School. Professor Jiang currently serves as a Senior Editor for MIS Quarterly. He has also contributed to editorial boards of many leading Information Systems journals such as Journal of AIS (Senior Editor), Information Systems Research (Associate Editor), MIS Quarterly (Associate Editor), IEEE Transactions of Engineering Management, among others. His research contributions are published in premier business journals, such as MIS Quarterly, Information Systems Research, Management Science, and Journal of MIS.
All are welcome!
