The impact of perception and immersion on positive emotion towards 360 panoramic animation among university students-a structural equation modeling

• Fangling, Pei ^[1] ; Mohd Suk, Norbayah ^[1] ; Mohd Muhaiyuddin, Nadia Diyana ^[1]
  1. [1] Universiti Utara Malaysia
• Localización: Artseduca, ISSN-e 2254-0709, Nº. 36, 2023, págs. 263-280
• Idioma: inglés
• Enlaces
  • Texto Completo Ejemplar
• Resumen

  • Objective: The objective of this study was to examine the impact of 360 panorama animations on emotional responses and behavioural outcomes among Chinese university student users. Introduction: In consideration of the usability principle, the utilisation of 360 panoramic animation encompasses a distinctive visual style that is rooted in aesthetic design and user control. This approach aims to provide users with an attractive perceptual experience and visual gratification. 360 panoramic animation offers viewers a heightened level of interactivity and autonomy, enabling them to select their desired perspectives and engage in interactive modes, so facilitating a deeply immersive experience. The integration of Immersion, in conjunction with the experience of positive emotions derived from perception, has a significant impact on users’ behavioural intentions. The methodology employed in this study involved the integration of the Technology Acceptance Model, with the inclusion of usability as an external variable. The objective was to examine the impact of perception and Immersion in Animation on positive emotions among university students. The data collected from 270 participants was analysed using structural equation modelling. The unique contribution of this study lies in its examination of the effects of 360 panorama animation on emotions and behaviour among Chinese university students. By integrating concepts of usability and immersion theory, this research sheds light on the distinct influence of this technology. The results of the study indicate that the utilisation of 360 panoramic animation is successful in eliciting favourable emotional responses and behavioural outcomes. Additionally, the factors of immersion and pleasant emotions have a substantial influence on the mediation process that shapes individuals’ behavioural intentions. This empirical investigation has established a fundamental basis for further comprehensive research endeavours. The study has provided a foundation for the validation and generalisation of usability principles, immersion theory, and the TAM model in the context of 360 panoramic animations.