{"id":{"repo_id":"uiuc","oai_identifier":"oai:www.ideals.illinois.edu:2142/101727"},"canonical_url":"https://search.dev.ndltd.org/etd/uiuc/oai:www.ideals.illinois.edu:2142/101727","repository":{"repo_id":"uiuc","name":"University of Illinois - Urbana-Champaign","base_url":"https://www.ideals.illinois.edu/oai-pmh"},"display":{"title":"Narrative message and virtual reality: the impact of telepresence and transportation on consumer learning in the real estate industry","abstract":"Despite the growing interest of virtual reality (VR) technologies among professionals and academics, little attention has been paid to the role of audio, such as voice introductions and narrations, in the overall VR experience. Also, very few studies have been conducted to investigate the effectiveness of different displays in combination with other persuasive strategies, especially in real estate advertising. This study examines the effects of different types of message voiceovers and VR videos on consumer learning in real estate advertising. A 2 (voiceover strategy: narrative vs. statistical message) by 2 (VR displays: immersive VR vs. non-immersive VR) between-subjects study was conducted. Results showed that viewers in non-immersive VR (i.e., 360 video) had better memories about the virtual property tour content, but viewers in immersive VR reported greater behavior intention. Moreover, there was an interaction between message type and VR type. Viewers had the highest memory retention when they listened to a narrative style voiceover accompanying a non-immersive VR property tour. The adoption of the different types of VRs and voiceover strategies in real estate marketing are discussed.","abstract_html":"Despite the growing interest of virtual reality (VR) technologies among professionals and academics, little attention has been paid to the role of audio, such as voice introductions and narrations, in the overall VR experience. Also, very few studies have been conducted to investigate the effectiveness of different displays in combination with other persuasive strategies, especially in real estate advertising. This study examines the effects of different types of message voiceovers and VR videos on consumer learning in real estate advertising. A 2 (voiceover strategy: narrative vs. statistical message) by 2 (VR displays: immersive VR vs. non-immersive VR) between-subjects study was conducted. Results showed that viewers in non-immersive VR (i.e., 360 video) had better memories about the virtual property tour content, but viewers in immersive VR reported greater behavior intention. Moreover, there was an interaction between message type and VR type. Viewers had the highest memory retention when they listened to a narrative style voiceover accompanying a non-immersive VR property tour. The adoption of the different types of VRs and voiceover strategies in real estate marketing are discussed.","abstract_has_math":false,"creators":["Chen, Chen"],"institution":"University of Illinois at Urbana-Champaign","degree_name":"M.S.","degree_level":"Thesis","degree_discipline":"Advertising","degree_department":null,"school":null,"contributors":["Yao, Mike"],"advisors":[],"committee_chairs":[],"committee_members":[],"year":2018,"date_issued":"2018-09-27T16:34:23Z","date_published":"2018-09-27T16:34:23Z","updated_at":"2026-07-22T22:24:40Z","subjects":["virtual reality, telepresence, transportation, message evidence, narrative, statistical"],"languages":["en"],"rights":["Copyright 2018 Chen (Crystal) Chen"],"rights_urls":[],"identifier_entries":[]},"links":{"outbound_url":"http://hdl.handle.net/2142/101727","outbound_label":"Handle","outbound_source":"dc:identifier"},"metadata_groups":[{"id":"people","label":"People","entries":[{"key":"dc:contributor","label":"Contributor","values":["Yao, Mike"]},{"key":"dc:creator","label":"Author","values":["Chen, Chen"]}]},{"id":"academic_context","label":"Academic Context","entries":[{"key":"dc:date","label":"Dc Date","values":["2018-09-27T16:34:23Z","2020-09-28T09:15:08Z","2018-07-20","2018-08"]},{"key":"dc:type","label":"Dc Type","values":["text"]},{"key":"thesis:degree_discipline","label":"Discipline","values":["Advertising"]},{"key":"thesis:degree_level","label":"Degree Level","values":["Thesis"]},{"key":"thesis:degree_name","label":"Degree Name","values":["M.S."]},{"key":"thesis:institution_name","label":"Thesis Institution Name","values":["University of Illinois at Urbana-Champaign"]}]},{"id":"subjects_keywords","label":"Subjects and Keywords","entries":[{"key":"dc:subject","label":"Dc Subject","values":["virtual reality, telepresence, transportation, message evidence, narrative, statistical"]}]},{"id":"language_rights","label":"Language and Rights","entries":[{"key":"dc:language","label":"Dc Language","values":["en"]},{"key":"dc:rights","label":"Dc Rights","values":["Copyright 2018 Chen (Crystal) Chen"]}]},{"id":"identifiers","label":"Identifiers","entries":[{"key":"dc:identifier","label":"Identifier","values":["http://hdl.handle.net/2142/101727"]}]},{"id":"additional","label":"Additional Metadata","entries":[{"key":"dc:description","label":"Description","values":["Despite the growing interest of virtual reality (VR) technologies among professionals and academics, little attention has been paid to the role of audio, such as voice introductions and narrations, in the overall VR experience. Also, very few studies have been conducted to investigate the effectiveness of different displays in combination with other persuasive strategies, especially in real estate advertising. This study examines the effects of different types of message voiceovers and VR videos on consumer learning in real estate advertising. A 2 (voiceover strategy: narrative vs. statistical message) by 2 (VR displays: immersive VR vs. non-immersive VR) between-subjects study was conducted. Results showed that viewers in non-immersive VR (i.e., 360 video) had better memories about the virtual property tour content, but viewers in immersive VR reported greater behavior intention. Moreover, there was an interaction between message type and VR type. Viewers had the highest memory retention when they listened to a narrative style voiceover accompanying a non-immersive VR property tour. The adoption of the different types of VRs and voiceover strategies in real estate marketing are discussed.","Submission published under a 24 month embargo labeled 'U of I Access', the embargo will last until 2020-08-01","The student, Chen Chen, accepted the attached license on 2018-07-18 at 17:30.","The student, Chen Chen, submitted this Thesis for approval on 2018-07-18 at 17:36.","This Thesis was approved for publication on 2018-07-20 at 15:44.","DSpace SAF Submission Ingestion Package generated from Vireo submission #12932 on 2018-09-27 at 11:19:30","Made available in DSpace on 2018-09-27T16:34:23Z (GMT). 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Also, very few studies have been conducted to investigate the effectiveness of different displays in combination with other persuasive strategies, especially in real estate advertising. This study examines the effects of different types of message voiceovers and VR videos on consumer learning in real estate advertising. A 2 (voiceover strategy: narrative vs. statistical message) by 2 (VR displays: immersive VR vs. non-immersive VR) between-subjects study was conducted. Results showed that viewers in non-immersive VR (i.e., 360 video) had better memories about the virtual property tour content, but viewers in immersive VR reported greater behavior intention. Moreover, there was an interaction between message type and VR type. Viewers had the highest memory retention when they listened to a narrative style voiceover accompanying a non-immersive VR property tour. The adoption of the different types of VRs and voiceover strategies in real estate marketing are discussed.","Submission published under a 24 month embargo labeled 'U of I Access', the embargo will last until 2020-08-01","The student, Chen Chen, accepted the attached license on 2018-07-18 at 17:30.","The student, Chen Chen, submitted this Thesis for approval on 2018-07-18 at 17:36.","This Thesis was approved for publication on 2018-07-20 at 15:44.","DSpace SAF Submission Ingestion Package generated from Vireo submission #12932 on 2018-09-27 at 11:19:30","Made available in DSpace on 2018-09-27T16:34:23Z (GMT). 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