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The Difference between PC-Based and Immersive Virtual Reality Food Purchase Environments on Useability, Presence, and
Shelley Woodall1, James H Hollis1
1Department of Food Science and Human Nutrition, Iowa State University, Ames, IA 50312, USA.
Foods (Basel, Switzerland)
|January 23, 2024
Summary
High immersion virtual environments (HIVE) enhance presence in virtual food environments compared to low immersion virtual environments (LIVE). Physiological responses increased in HIVE, but task completion and cybersickness remained similar across both virtual reality methods.
Area of Science:
- Virtual Reality
- Human-Computer Interaction
- Consumer Behavior
Background:
- Computer simulations for food purchasing behavior utilize low immersion virtual environments (LIVE) and high immersion virtual environments (HIVE).
- LIVE employs standard computers and monitors, while HIVE uses virtual reality (VR) technology like head-mounted displays.
- Differences in presence and cybersickness between LIVE and HIVE may impact their utility in studying behavior.
Purpose of the Study:
- To compare the sense of presence and cybersickness experienced in virtual food environments presented via LIVE and HIVE systems.
- To investigate the influence of immersion level on physiological responses and task performance within virtual food environments.
- To evaluate the effectiveness of different virtual reality immersion levels for simulating food purchasing scenarios.
Main Methods:
- Thirty-one adults participated in the study.
- Participants experienced virtual supermarkets or fast-food restaurants using either LIVE or HIVE systems.
- Presence, cybersickness, task completion, heart rate, and electrodermal activity were measured.
Main Results:
- Participants reported a significantly higher sense of presence in HIVE scenes compared to LIVE scenes (p < 0.05).
- Physiological responses, including heart rate and electrodermal activity, were significantly higher in HIVE compared to LIVE (p < 0.05).
- No significant differences were found in task completion ability or reported cybersickness between HIVE and LIVE systems.
Conclusions:
- HIVE systems appear to induce a greater sense of presence in virtual food environments than LIVE systems.
- While HIVE enhances presence and physiological arousal, it does not negatively impact task completion or increase cybersickness compared to LIVE.
- These findings suggest HIVE may offer a more immersive and engaging platform for studying virtual consumer behavior, with comparable safety and usability to LIVE.
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