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Effects of a video tour, interactive map, and 360-degree virtual tour on engagement and interest.

Matyushina, Kristina (2022) Effects of a video tour, interactive map, and 360-degree virtual tour on engagement and interest.

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Abstract:As the number of interactive technologies increases, various organizations have started using them to improve users’ engagement and trigger their interest in purchasing goods or services. For example, in the educational setting, universities around the globe provide campus experience in the form of online campus tours to attract prospective students. This research aims to explore three online campus tours: a not controllable 360-degree video tour, an interactive map, and a 360-degree virtual tour, and their effect on interest to be a student at the University of Twente and three types of engagement (emotional, cognitive, and behavioral) among potential students. The hypotheses have been tested by a single factor experimental design with three conditions (video tour, interactive map, 360-degree virtual tour) among 129 participants. The results indicate that a 360-degree tour, with a high level of perceived control (interactivity) and image quality (vividness), leads to higher excitement (emotional engagement) and concentration on the experience (cognitive engagement) than a video tour. In addition, these relationships are mediated by presence, which provides a feeling of ‘being absorbed in a virtual experience’. Further, an interactive map, with a medium level of interactivity and vividness, leads to higher emotional and cognitive engagement than a video tour, without mediational effect.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:https://purl.utwente.nl/essays/89589
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