Examining presence in immersive virtual reality and website interfaces through the cognitive fit and cognitive load theories
通过实验比较沉浸式VR与网站界面，发现VR通过增强临场感提升信息理解并降低认知负荷，对邮轮旅游预购阶段的信息处理有优化作用。
Purpose The purpose of this paper is to assess the effects of presence on users’ information processing in mediated visualizations using immersive virtual reality (VR) and websites, focusing on information understanding and cognitive load. The impact of user interfaces on users’ perception of presence is also tested. Design/methodology/approach A between-subjects laboratory experiment using two user interfaces – immersive VR and website – is carried out. It is complemented by a self-administered survey on the participants. Findings The current results indicate that an immersive VR interface improves tourists’ information processing by producing a heightened sense of presence. The results confirm that presence facilitates tourists’ information processing by increasing information understanding and decreasing cognitive load. Finally, a negative relationship between cognitive load and information understanding is obtained. Practical implications VR user interfaces are not only visually appealing but also cognitively optimized. Immersive VR devices can be introduced in the specific sale process of cruise trips through both offline channels (physical stores and travel agencies) and online channels to facilitate tourists’ information processing during the prepurchase phase. Originality/value The primary contribution lies in the integration of the theory of presence with two influential information processing frameworks, namely, cognitive load theory and cognitive fit theory. This integration provides a holistic perspective on how user interfaces influence consumer information processing in the unique context of cruise tourism, particularly during the stage of a prepurchase information search.