沉浸式的虚拟环境,参与和情绪:这些因素如何影响感官接受?
Fernanda Nascimento da Silva1, Luis Antonio Minim1, Tarcísio Lima Filho2
1Department of Food Technology, Federal University of Viçosa, Peter Henry Rolfs Avenue, 36570-900 Viçosa, MG, Brazil.
Food research international (Ottawa, Ont.)
|March 14, 2025
概括
虚拟现实 (VR) 通过将消费者沉浸在现实的虚拟环境中,提高了酒的接受度,从而导致更积极的情绪. 这项技术为感官科学中的产品开发和营销策略提供了宝贵的见解.
科学领域:
- 感官科学和消费者行为研究.
- 在产品评估中应用虚拟现实 (VR).
背景情况:
- 虚拟现实 (VR) 在感官研究中显示出前景,但它对消费者评估的影响需要进一步研究.
- 之前的研究存在一些局限性,包括样本规模小,虚拟环境不一致以及无法与传统环境进行比较.
研究的目的:
- 评估消费者在各种虚拟现实 (VR) 环境中饮用酒时的参与度,接受度和情绪.
- 将VR评估与传统的感官展位评估进行比较.
- 调查消费环境对产品接受和情绪反应的影响.
主要方法:
- 一百名消费者评估了美国拉格的接受度和情绪反应.
- 使用了四种消费场景:三个沉浸式VR环境 (抽象,村庄,海洋) 和一个传统的感官展位.
- 存在度量衡量了消费者参与度,机器学习分析了情绪反应对接受度的影响.
主要成果:
- 消费环境显著影响了酒的接受度,传统的感官展位获得了最低的分数.
- 更加沉浸式和现实的虚拟现实环境导致了更积极的情绪和更高的接受度.
- 机器学习证实,情绪反应对接受至关重要,并且根据环境而异.
结论:
- 沉浸式虚拟环境提供了一种可控和高效的方法来研究对产品感知的上下文影响.
- 虚拟现实技术为行业提供了显著的潜力,可以在不同的环境中评估产品的接受度,为产品开发和营销提供信息.
- 虚拟现实 (VR) 是推动感官和消费科学研究的宝贵工具.
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