User’s Cognitive and Affective Responses in the Virtual Environments

The present study examined the influence of product design and environment congruence on users’ cognitive and affective responses in the virtual environment. These factors were systematically manipulated in a 2×2 full-factorial experiment. A sample of 90 participants was used to test the study hypotheses. This study employed a between-subject design and participants were randomly assigned to one of the four experimental conditions. The results from statistical analysis of covariance (ANCOVA) confirmed the hypotheses of this experiment. The experiment then was replicated in 2.5D VR environment.

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