Abstract
This study investigates the interactive effects of visual perspective (first-person vs. third-person perspective) and visual content (objective information vs. subjective opinion) in user-generated videos (UGVs) on restaurant diners’ information processing and behavioral responses. An online experiment was conducted with 320 participants recruited from Credamo. The findings suggest that the combination of first-person perspective and description-based content is more effective in triggering readers’ immersion. The same combination can further enhance readers’ narrative transportation, interest, desire and likeliness to visit the mentioned restaurant.
| Original language | English |
|---|---|
| Title of host publication | APacCHRIE 2025 Youth Conference Proceedings |
| Pages | 55-66 |
| Publication status | Published - 28 May 2025 |
| Event | APacCHRIE 2025 - Youth Conference - Chiang Mai, Chiang Mai, Thailand Duration: 27 May 2024 → 29 May 2024 https://www.apacchrie2025.org/ |
Conference
| Conference | APacCHRIE 2025 - Youth Conference |
|---|---|
| Country/Territory | Thailand |
| City | Chiang Mai |
| Period | 27/05/24 → 29/05/24 |
| Internet address |
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