Investigating the effects of headset-based Virtual Reality against desktop-based video experience in a long-term comparative study

Abstract

The research objective of this study is to investigate what are the effects of Virtual Reality (VR) experiences compared to other digital channels over time. This research line deals with the concept of consequences of VR (Jung and tom Dieck, 2018), intended as the investigation of users’ perceptions generated by the exposure to VR contents. That is, attitude change and behavioral responses such as intention to visit (Tussyadiah et al., 2018, Marchiori et al., 2018); VR effects for marketing and promotions, sales and distribution (Gibson & O'Rawe, 2018; Huang et al., 2016; Moorhouse et al., 2018; Williams & Hobson, 1995); additional revenue generation (Radde, 2017; Tromp, 2017); as well as sustainability and the preservation of heritage (Guttentag, 2010; Williams, 2006).