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THE STUDY OF THE COMMUNICATION EFFECT ON EMOTIONAL DESIGN IN VIRTUAL

REALITY TECHNOLOGY USING VR APPLICATION – FACEBOOK SPACES AS EXAMPLE

SHOU-CHIH, WU

Tatung University / Department of Business Management, Taiwan

alexwu6304@gmail.com

WEI-HSIN, HSIANG*

Tatung University / Department of Business Management, Taiwan

d89359503@gmail.com

ABSTRACT

With the rapid development of information technology, the speed of information transmission

has been greatly enhanced. The relationship between people has gradually become indifferent. As if

separated by a wall, communication often results in barriers and misunderstandings. The CEO of

Facebook - Mark Elliot Zuckerberg at the Oculus developers’ conference launched the first fully

immersive virtual reality(VR) software Facebook Space, an online social software that attend to

break the distance between people through VR devices. Immersive VR is an interactive

human-computer interface that shortens the distance between people through visualization,

presence and interaction, Users can share, create, and communicate with each other in different

alternative locations.

This research adopts an experimental method to use HTC VIVE to operate Facebook Spaces.

Based on Norman (2005) who proposed Emotional Design comprised three levels, the (1) visceral

(2) behavioural and (3) reflective to explore whether a well-designed VR makes it easier for users to

enter the flow experience (Csikszentmihalyi, 1990), thereby reducing the messaging barriers and

enhancing their communication effect with the visual characteristics. Finally observations were

made through the Technology Accept Model (Davis, 1989) to understand whether the users are

willing to continue using the tool when the communication is good. After completed the experiment,

a relevant questionnaire. Led to final analysis and data integration and to the conclusions of the

experiment.

The results of this study found the hypothesis to be supported and the feature of immersion

and visualization in a completely immersive VR, reduce the obstacles in the communication process

and the sense of distance between people. In addition, this research found that when using

information technology, users pay more attention to the ease of use and understanding of the

system. At the end of the research, some suggestions are put forward for the future development of

VR.

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Keywords: Virtual Reality, Presence, Emotional Design, Flow Experience, Communication Effects,

Technology Accept Model,

1. INTRODUCTION

In the past, we explored how users accept new technology by using the Technology Accept

Model (Davis, 1989). VR boomed in 2016 and has subverted the modern definition of science and

technology by creation and interactive Human Machine Interface (HMI) technology with computer

software that simulates a three-dimensional space. The immersive virtual reality (VR) brings the user

a strong sense of presence, which arouses a strong empathy with the users. VR provide the user with

visual, listening, smelling, touching and other sensory simulations, breaking the barrier between the

virtual and the real world, so that we can go to any place, previously not easily accessible, but also

enable us to invert the imagination of many industries.

At the 2017 Facebook-F8 Developer Conference, launched Facebook’s first social VR application

“Spaces”. This environment allows Oculus Rift users at any distance to interact with each other

through Spaces. Facial expressions and movement are replicated in the VR, resulting in a ‘real’

interaction, changing the imagination and possibilities for future personal interaction.

The application of VR is still in the development stage, but its potential output is vast.

Understanding the application of VR will be the trend of our times. The emotional design proposed

by Norman (2005) points out that a good product must respond to the user's visceral, behavioural &

reflective levels for a good positive experience to result. How to properly design and apply the

characteristics of VR and deliver the message to users will be the key direction of future research.

2. Literature Review and Hypotheses Development

2.1 Emotional Design

In "Emotional Design: Why We Love (or Hate) Everyday Things" Norman (2005), believes that

emotional design is composed of three levels: visceral, behavioural and reflective. These levels

influence each other and create different behavioural reactions. An idea supported by Sharp, Rogers

& Preece (2007) and the HCI, a theory widely adopted by HCI researchers to study how to arouse

users' emotional experiences. Triberti & Chirico & Rocca & Riva (2017) point out that Emotions can

engage in interaction rather than just be a final output and modify or influence the final result

through the input of digital technology.

i. Visceral Level

The Visceral level is the most direct biological response and the first to be triggered, an instinct,

a reminder to warn the brain of danger, good or bad, and prompt a response. On the product side,

users' perceptions of use can be subjective, tactile, and sensory (Norman, 2005). Gu (2006) proposed

that the appearance elements of the product can be divided into five aspects: Visual, Touch, Listen,

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Smell, Taste, The same could also be summarized as: Style, Material, Smell, and Taste. The style

indicates that the appearance of the product and includes: colour, shape, symbol, pattern, and

vision; the material indicates the appearance of the product: texture, touch, temperature; the smell

indicates the sense of smell of the product; the taste is the sour, sweet, bitter, spicy and other taste

experiences.

Lin (2008) arranged research at the visceral level (Norman, 2005; Creusen & Schoormans, 2005;

Gu, 2006): Appearance includes four factors: style, texture, smell and taste; and style includes colour,

shape, pattern, symbol, visual material and size; texture include material, temperature, hardness,

weight; and smelling includes gradation, aroma, tasteless; taste includes sweet, sour, salty, bitter

and spicy.

ii. Behavioural Level

The behavioural level is the brain control visceral and the main level of human behavioural

response. It is the most important level when many companies develop products. At this level of

efficacy and usability of the product is measured. Good behaviour levels can be divided into:

functional, understand ability, ease of use, and physical sensations. Functionality refers to what the

product can do. Ease-of-use means that the product can be conveniently used. Understanding

means that the product's function can be understood. The body's feeling is the same when using the

product (Norman, 2005).

Norman (2005) argues that poor behavioural levels can cause significant frustration and

negative emotions for the user, which in turn can affect the user experience, negative emotions such

as frustration; or anger in the user experience is a bad level of behaviour which will leave the user a

negative experience. Positive emotions allow users to more efficiently navigate the interface or

perform system tasks (Norman, 2005).

iii. Reflective Level

The reflective level is mainly composed of self-image, personal satisfaction and memory. As

different people's personality, culture, age, gender, memory, etc. will affect experiences, so for the

same reason the VR experience will be different.

Self-image can be divided into three categories: actual self, ideal self and social self: Actual self

is that the individual's subjective feelings about himself, that is, what kind of person `I think I am’.

Ideal self is that in an ideal world, what kind of personal desire or attributes would you want to

achieve the perfect self-image? Social self is also known as self-projection, individuals think of others

as a whole for themselves, meaning what others think I am (Wright, Claiborne and Sirgy, 1992;

Burna and Farina, 1987; Malhotra, 1981).

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Personal satisfaction is the subjective evaluation of the overall experience on behalf of the user,

is the experience of all the products after the experience of the whole face-down.

Memory refers to the overall impression of the user after a period of time, on the interface or

experience of the product, that is, the memory of the past experience of the brain, after the recall

process, and then recalls all the relevant experiences of the past.

2.2 Virtual Reality

I. Immersive VR

The concept of VR can originate from "The Ultimate Display" proposed by Sutherland (1965),

which is said to be the goal now desired by VR companies. VR is understood to be a human-machine

interface that uses a 3D graphics system in conjunction with a variety of interface devices, to provide

immersive and interactive virtual environments (Pan, Cheok, Yang, Zhu, & Shi, 2006).

The user can have a strong presence, the immersive VR can be deification by Lin(1997) : This is

the best immersive experience among the four types of VR, giving users a strong feeling of

immersion. Users can easily be immersed into the VR. A head-mounted-display separates the screen

into left and right eyes, and displays them in front of both eyes separately, playing through both ears

with stereo sound. A digital type controller is used to control the operating system and enhance the

user experience. Coupled with the spatial positioning system, the computer can track the position of

the helmet, and give immediate feedback into the system, which means that when the user moves

or even gets on the ground, the virtual characters will be follow by making the same action.

II. Three elements of Virtual Reality

The feature of the VR is to provide users with real-time interactive feedback, immersing people

in the virtual world. Burdea (1993) explains that VR consists of three elements, Immersion,

Interaction and Imagination. The following is a brief description of these three elements:

a. Immersion: Immersive VR is an important feature which engages the user at a

psychological point of view and means to get the user to participate fully in the action,

and makes people feel immersed in the experience, people feel like part of a virtual

world.

b. Interaction: Users interact with the virtual world through VR devices. When people move

around, their role in the virtual world follows. When the person takes an object or moves

an arm, the characters in the virtual world will perform the same actions. The user may

manipulate the character in a diversified manner to provide more imaginative

possibilities.

c. Imagination: VR through sensual stimulation leads the user to never gone before places.

Such as: the universe, deep sea, sky, etc., so that users can freely explore the

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environment, and even imagined scenes such as science fiction, as long as the computer

can simulate it, VR can lead the user to experience it.

VR has been continuously applied to many different areas of research. VR becomes a learning

environment. (Shin, 2008 ) Examples include: The experimental study of escaping the crowd, in a VR

shopping mall experience. (Ven Kerrebroeck, 2017)；Exploring VR for travel marketing Huang &

Backman,K & Backman and Chang(2016) and so on.

2.3 Presence

Presence is one of the most striking features generated when the user & his/ her human

psychological perception is immersed in the virtual environment (Draper, Kaber, and Usher, 1998).

Through the computer simulation of the visual environment, the placement becomes the guide and

director for the interactive feedback. The experience becomes intuitive and in the moment, & is

applied to all the users in the social environment (Shin, 2018).

Lee (2004) proposed three different aspects of presence: physical presence, social presence

and self-presence:

I. Physical Presence: The meaning of physical presence is that the objects in the virtual

system are considered real by the users. For example, users will actively attempt to

escape a flying stone in the virtual world. This argument is confirmed by Slater (2003) who

points out that if the user's behaviour in the virtual environment and their behaviour in

the real environment can be integrated, there will be a greater sense of presence. This

argument is also confirmed in the study of VR by Bessa & Melo & Augusto de Sousa and

Vasconcelos-Raposo (2018).

II. Social Presence: Social presence is a state of mind that represents the user's interacting

with the person in the virtual world in a sensory or non-sensory way, as if in the real

world, as if interacting with a real person.

III. Self-Presence: Self-presence is a state of mind, which means that what the user is

experiencing in a sensory or non-sensory way, is not perceptible to the falsity of the

avatar. In short, the users think that they are identical with their avatars in the virtual

world, activating like real identities. Shin (2018) points out that immersive VR provides a

feeling that allows users to think of themselves as part of a VR, as the avatar.

2.4 Communication

The word communication comes from the Latin "Communis" which means “to share, have in

common or to make common by establishment.” Schramm (1971) believes that communication is

sharing information, facts, to establish a common understanding and opinion with other people or

groups. Lewis (1975) argues that communication is the transmission of messages, the sharing of

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ideas and attitudes to achieve a degree of common understanding between the sender and the

receiver. VR imagines something that does not exist, by sensually stimulating people creatively,

simply because of visualization skills, and VR technology and is well suited to convey difficult

abstract concepts (Burdea & Coiffet, 2003).

Visualization helps users reach conclusions faster because they are better understood in an

immersive environment (Ulewicz & Pantförder and Vogel-Heuser, 2016). A previous study of the VR

as a learning environment points out that conceptualization of thinking is facilitated by the

visualization of the VR that enhances the user's imagination, reduces the cognitive load, and reduces

the barriers to messaging. (Wetzel & Radtke and Stern , 1994). One of the potential benefits of

immeasurable immersiveness in VR, is its potential to reduce information confusion and so increase

environmental comprehension, in turn present users results of discussion (Bowma & McMahan,

2007).

Figure 1 Lunenburg & Ornstein (2000) Communication Way shows the message exchange

between the sender and the receiver. The sender creates the message by concept coding and then

sends it to the receiver, who decodes the message and takes action. Communication obstacles are

likely to occur in the process, most often between sending and receiving messages and between

receiving messages and decoding, in order to ensure that effective communication is feedback.

Figure 1 Lunenburg & Ornstein (2000) Communication Way

2.5 Flow Experience

When people are further experiencing pleasure and good optimal experience through various

activities, most of them are due to the experience called the Flow Experience. Flow Experience is

presented by Csikszentmihalyi (1990). The definition of Flow is the feeling that the spirit of the

individual is completely absorbed in a certain activity. At the same time, there is a high degree of

excitement and enrichment. When doing some kind of activity, people will fall into the emotional

area when the task is not too difficult or too simple. In the theory of the flow experience, skill and

challenge are two important factors (Moneta & Csikszentmihalyi, 1996). Striking a balance between

these two factors can drive individual self-growth (Csikszentmihalyi, 1975), and varies in people and

environment. The flow experience is a dynamic process of individual perception, skills and

challenges.

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The experience of each person's heart is different, and these aspects impact the flow

experience, as does the description of the situation. Compiled literature on the flow experience

adopts nine aspects of the state of the flow (Hong, 2009; Csikszentmihalyi, 1990, 1997; Jackson &

Eklund, 2004; Nakamura & Csikszentmihalyi, 2009). They differentiate into the following nine

characteristics:

I. Complete concentration on the task: This is an important level of heart flow. At this level,

the user is strongly focused on the task on hand, and the individual will not be disturbed

by other factors. This process is spontaneous, and an individual can focus on the task at

hand without additional effort.

II. Loss of self-consciousness: At this point the individual will not pay attention to other

people's comments or ideas; this time is a loss of self-awareness. At this stage the self is

not really lost, but can not be felt for a while. This process allows the individual to have a

more powerful feeling; such an experience gives the individual a more complex

experience.

III. Transformation of time: In the process, the individual starts to feel a distortion about the

sense of time, and most people will feel particularly absorbed at this stage, only realising

later that much time has passed yet rather unknowingly!

IV. Clear goals: Set a well-established, clear goal that helps individuals respond to their goals

when they are in a state of Flow. At this moment, the individual will clearly know what he

or she should do and provide a basis for the action to be taken.

V. Immediate feedback: Immediate feedback means individuals have enough internal and

external feedback to understand clearly how they behave. This stage is accompanied by a

clear goal, which means that the individual can get enough instant feedback besides the

definite goal.

VI. Sense of control : Control is the feeling that an individual can take control of his or her

actions. It is a subjective feeling that an individual can know what's going to happen and

respond to it during the process, but this does not mean that it has complete control of all

behaviour. However, some sense must be maintained in the process to achieve a certain

sense of balance, just as the balance of skills and challenges in general, else the excessive

sense of control will lead to the individual dropping to a state of boredom.

VII. Challenge - skill balance: Challenges are goals or opportunities we want to achieve, and

skills are the ability to help you accomplish your goals when dealing with goals.

Challenges and skills should balance and as in this state, our own skills continue to

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improve, in order to continue to strike a balance, the difficulty of the future challenges

ought to improve, in order to maintain the balance of the state.

VIII. action-awareness merging: In the state of Flow, the individual, for his part because of his

preoccupation, has a coordinated perception of the body as though he was himself part

of the action. All actions are nonsense, yet the individual feels completely integrated with

the action.

IX. Autotelic experience: The word Autotelic, created by Csikszentmihalyi (1990), consists of

two Greek words Auto = self and telos = goals. Spontaneous experience means that an

individual is spontaneously doing something, and in the doing something is able to get

back a strong sense of feedback. This experience makes people think they want to repeat

the experience again and again. This level is also the last level of experience, and as

challenges and skills begin to strike a balance and begin to receive positive feedback,

individuals will begin to feel the value of doing so.

2.6 Technology Accept Model

Technology Acceptance Model (TAM) Davis (1989) & according to Fishbein and Ajzen, (1975)

the behavioural mindset is developed by the theory of reasoned action (TRA). By exploring the

influence of Perceived usefulness, perceived ease- of- use, Attitude toward using, Behavioural

intention to use, and External variables the behaviour of computer technology users is explained, as

is their readiness to accept new information systems and analyse the factors that affect user

acceptance. The TAM is shown as Figure2 following:

Figure 2: Technology Accept Model , Source: Davis, Fred, Bagozzi, ＆ Warshaw, 1989

I. Perceived Usefulness: Davis (1989) pointed out that when users believe that the system

can increase the effectiveness of their work, then they use the system. When the user

perceives that information technology is easy to use, the user is urged to make the same

effort to improve the efficiency of work and the possibility of learning performance. The

perceived usefulness expresses the systematic user's expectation of performance on work

or learning, When the usefulness of the performance is higher, there will be a more

positive attitude towards the system.

II. Perceived Ease of Use: Davis (1989) pointed out that users subjectively consider the

operation of a particular information system technology. When the system is easy to use,

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users have more confidence in self-efficacy and self-control. Attitudes will be more

positive.

III. Attitude Toward Using: Taylor and Todd (1995) argue that attitude refers to the user's

feelings about whether they are good or not good at using information technology. When

users think that the more useful and Perceived Ease of Use, the user will have a more

positive attitude to the technology.

IV. Behavioural Intention to Use: Taylor & Todd (1995), the degree of willingness to drive a

person's use of an IT system in the future, is the possibility of using a technology or

information system under the subjective personal perception. Users' behavioral

intentions are influenced by the personal attitudes and perceived usefulness of

technology. perceived usefulness may also affect the user's intention without user's

attitude. When the user thinks the information system is useful and can help improve the

efficiency of the work or task, it will affect the higher behaviour intention.

V. External Variables: Refers to perceived usefulness and perceived ease of use will be

affected by external variables include: the user's external environment, computer

equipment, user preferences, etc., will affect the user's cognitive beliefs.

2.7 Research Hypotheses

i. A Well designed immersive VR has a positive influence on the user’s Visceral level .

At the visceral level, people's gaze, feeling and voice govern everything (Norman, 2005) and

further based on Gu's (2006) product appearance elements, these five feelings stimulate the senses

and input. Immersive VR is a new type of interactive HCI. HCI theory by Sharp& Rogers and Preece

(2007) was adopted by HCI researchers. And this theory has also been proven through the Emotional

design of Norman (2005) to explain how a good human interface can impact to the user's emotional

experience.Kruger (1991) put forward that VR is one of the imagination and the scenes of sound,

light and video effects stimulate and create a different imaginative environment.The physicial

immersion proposed by Sherman & Craig (2003) refers to that in the virtual environment, when the

user follows the movement, the vision, hearning and touching sensations brought by the virtual

world also help the user Gather sensory messages and interact with their navigation and control

system to enable physical immersion. Presence is one of the most striking features of the VR, a kind

of human psychological perception generated when the user is immersed in the environment of the

virtual world (Draper et al., 1998).Lee (2004) in which the presence of three kinds of physical

presence of the proposed meaning, immersive VR to convey a computer-based environments when

users interact with their realism experienced by thought it is real and exists in the real world (Biocca,

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Harms and Burgoon, 2003). Therefore, this study argues that a well-designed immersive VR has a

positive impact on theVisceral level of emotional design because of the real presence in the scene.

We proposed the following hypotheses:

H1-1: Immersive VR have a Positive influence on the Visual Level of the User's Visceral Level.

H1-2: Immersive VR has a Positive influence on the Hearing Level of the User's Visceral Level.

H1-3: Immersive VR has a Positive influence on the tactile level of the User's Visceral Level.

ii. A Well-designed immersive VR has a positive influence on the user’s Behavioral level .

The Behavioural level is the brain’s control instinct, & mainly responds,to the efficacy and

usability of the product (Norman, 2005). The emotional design has also been shown to explain HCI

theory (Sharp et.al.,2007), a theory adopted by HCI researchers to study how to arouse users'

Emotional experience. Kruger (1991) proposed VR 3I, in which the interaction refers to operating the

Human-machine interface and feeds off feedback, so we can understand the VR as a 3D graphics

system and a variety of interface devices used in a human-machine interface, To provide an

immersive and interactive virtual environment (Pan et al., 2006). Presence is one of the most striking

features of the VR, a kind of human psychological perception is generated when the user is

immersed in the environment of the virtual world (Draper et al., 1998). Lee (2004) proposed three

presence social presences which means that when the user is interacting with objects in the virtual

world of interactive sensory or sensory way, all interactions just like in the real world reaction, jsust

interaction like with the a real human. Therefore, this study argues that a well-designed immersive

VR has a positive impact on the behavioral level because of the real presence. We proposed the

following hypotheses:

H2-1: Immersive VR has a positive influence on the level of functionality at the user's level of

behavioural level.

H2-2: Immersive VR has a positive influence on the level of understanding of the user's behavioural

level.

H2-3: Immersive VR has a Positive influence on the level of Usability of the user's behavioural level.

H2-4: Immersive VR has a Positive influence on the level of Body Sensation of the User's Behaviour

Level.

iii. Well-designed of immersive VR has a positive influence on the user’s Reflection level .

The Reflection level is mainly composed of self-image, personal satisfaction and memory. After

an experience, human beings use the brain to reflect and store different memories and images. So ,

the brain is affected by past experiences, and forms different feelings (Norman, 2005 ). The

emotional design has also been shown to explain HCI theory (Sharp et.al.,2007), a theory adopted by

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HCI researchers to study how to arouse users' Emotional experience. Because of the good potential

of the immersive VR it provides intense interactivity as a HCI. As the user moves, the characters in

the virtual world act accordingly, as Bailey (2016) points out that the user perceives the VR as part of

his or her own body. Presence is one of the most striking features of the VR, a kind of human

psychological perception generated when the user is immersed in the environment of the virtual

world (Draper et al., 1998). Lee (2004) proposed three forms of presence, which refers to the

self-presence in the virtual world, users think they play the same role in the virtual world as their

true identity would in activities in general. Therefore, this study argues that a well-designed

immersive VR has a positive influence on the reflective level because of the real sense of presence.

We proposed the following hypotheses:

H3-1: Immersive VR has a Positive influence on the level of Self-image of the User's reflection Level.

H3-2: Immersive VR has a Positive influence on the level of Personal Satisfaction of the User's

reflection Level?

H3-3: Immersive VR has a Positive influence on the level of Memory of the User's reflection Level?

iv. When the user uses the VR, user interaction at all levels of the Emotional Design.

Norman et. al. (2005) argue that the emotional attributes of human beings are caused by

different levels of brain functioning. The automated pre-set level is the visceral level, which is the

starting point of the emotional process. The working part, called the Behavioural level, is the feeling

that can enhance instinctive behaviour; the last thought-provoking part of the brain is called the

Reflective level, which monitors and reflects on our behaviour. Hasan (2016), in a study of online

shopping environments, pointed out that the visual will affect the ease of use that impacts the

behavioral level. This is consistent with the previous Norman (2005) Emotional Design Framework,

so this study speculates that the user's instinct level will affect the level of behavior, behavioral level

and the reflective level. We proposed the following hypotheses:

H4-1: The emotional design of visceral level has a positive influence on the level of behaviour.

H5-2: The emotional design of behaviour level has a positive influence on the level of reflection.

v. Emotional design three levels - Visceral, behavior, reflection level has a positive influence on

the user's Flow experience.

Norman (2005) pointed out that Boorstin (1990) "The Hollywood Eye: What Makes Movies

Work" put forward Visceral, Vicarious and Voyeur these three levels, and their instincts, behavior

and reflection,these three levels form a perfect correlate. At the Visceral level, using content to

capture the audience and trigger an automatic reaction, then the Vicarious level is to use the stories

and emotional cues in the movie to get the audience into it. The key to the success of the film at

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theVicarious level is in the form and maintaining the state of flow (Norman, 2005). "The Meaning of

Things" by Csikszentmihalyi & Rochberg-Halton (1981) points out that what is special for people is in

fact a special memory or association that helps the owner to arouse particular emotions,They see

psychic energy as the key factor, and the flow can interact with valuable things to make people feel

excited, charming and fascinating. Flow experience is defined as a personal experience of spiritual

power completely betting on some kind of feeling active, and when the flow experience generated,

while there will be a high degree of excitement and a sense of fulfillment when we are carrying out

an activity, when this task is not too difficult or too simple, meaning that when it is moderately

difficult, people fall into the emotional area. Therefore, this study suggests that the good

performance of emotional design at three levels will have a positive influence on the flow

experience. Therefore, this study suggests that the good performance of emotional design at three

levels will have a positive influence on the flow experience. We proposed the following hypotheses:

H5-1: Visceral level has a positive influence on the flow experience.

H5-2: Behavioural level has a positive influence t on the flow experience.

H5-3: Reflective level has a positive influence on the flow experience.

vi. The user’s flow experience has a positive influence on the communication effect.

Figure 1 Lunenburg & Ornstein (2000) Communication Way shows the message exchange

between the sender and the receiver. Communication obstacles are likely to occur in the process,

most often between sending and receiving messages and so, in order to ensure that effective

communication feedback is key. Into the flow of state, focus on hand work, loss of self-awareness,

distorted sense of time, challenge and skill to achieve a balance, control, unity of knowing, a clear

goal, immediate feedback, spontaneous experience, can all contribute and help users to reduce the

communication obstacles between the two users and bring them one step closer to each other.

Chen & Yen & Hung and Huang (2008) arranged relevant literature of flow experience and found out

that work outcomes and validity of relevance,showed a positive influence on perceived flexibility,

experimentation and the intended use of technology. (Csikszentmihalyi, 1990; Webster, Trevino and

Ryan, 1993; Egbert, 2003). Therefore, this study suggests that users will have a positive influence on

communication effect. We proposed the following hypotheses:

H6: Flow experience has a positive influence on the communication effect.

vii. The user's communication effect has a positive influence on the Technology Accept Model.

When users use the VR as a medium of communication and reduce the obstacles to the

delivery of messages, it is expected that better communication can be achieved. Venkatesh & Morris

& Davis, G and Davis, F (2003) define Effort Expectancy as: "Whether users should spend more time

on new technologies, systems, or applications," meaning that when the system is easier to use and

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better, the user's intention to act will be affected. The Technology Accept Model proposed by Davis

(1989) mainly uses a user's perceived usefulness, perceived ease-of-use, attitude and behavioural

intentions to determine a person's willingness to use information technology in the future.

Therefore, this study argues that good communication effects will have a positive influence on users'

acceptance of science and technology. We proposed the following hypotheses:

H7: Communication effect has a positive effect on the Technology Accept Model.

Based on the discussion above, the research purpose of this study is to explore the application

of emotional design to the experience of VR, the communicative effect and the impact of

technological acceptance. The relationship between the following is expressed in the research model

(Figure 3.)

Figure 3: Research model , Source: self arrangment

3. METHODOLOGY

i. Research Design

The study expects subjects to be interviewed on the internet to obtain information about

different ethnic groups and to make the data discernible. Of the sixty (60) subjects recruited for this

study, each takes approximately 10 minutes to test. Two subjects are tested simultaneously, in order

to reduce other external interference factors. Each subject is placed a different, independent space,

respectively, using the VR device HTC- VIVE as the hardware medium. With the use of Revive to run

Facebook Spaces - VR community software to experiment, in order to maintain the same feeling of

experience, so with the HTC rental program launched in order to achieve the same experience, the

same PC to experiment.

ii. Data Collection

In this study, online registration forms were open online registrations, published from October

19, 2017 to October 27, 2017, a total of 60 subjects were solicited, a total of 60 valid questionnaires

were collected, the total number of valid questionnaires 60 copies. According to the statistics, the

number of samples were assigned a narrative description, (gender, age, education, occupation,

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monthly income, VR experience or not), and the subjects then grouped according to these seven

variables.

iii. Survey instrument

a. Questionnaire Design

The survey consisted of questions related to six areas divided by section:(1) demographic

information such as gender, age, education, occupation, income & previous VR experience and

relationship to the subject (2)The personality and product personality scales (3) The emotional

design scale (4)The flow experience scale (5)Communication effect Scale (6)Technology accept

model scale. The second part of the personality and product personality scale was adapted from

Malhotra（1981）and Weng（2010）translated to Chinese. The emotional design scale referenced

Weng（2010）& Li (2012) , And in response to Gu (2006) product appearance elements, but HTC VIVE

only provides visual, hearing, touch sensory stimulation, so by only using these three kinds of

sensory stimulation for the questionnaire design, all questions are asked other scholars And written

to meet the emotional design of the three levels of the operational-oriented definition. The flow

experience scales were adopted from Lan（2012）who arranged the reference of nine elements of

the flow experience( Jackson & Eklund, 2004 ; Nakamura & Csikszentmihalyi, 2009).Communication

effect is adopted by Cheng, Weng & Fan（1997）this research discussed the characteristics of the

electronic conference room, which will eventually lead to the satisfaction of the communication and

a positive evaluation, which is the same as the communication mode of the message in this study.

Therefore, some of the characters are corrected for VR. The Technology accept model scale was

adopted by Wu, Tsai (2014) the same social networking services as the Facebook-Space used in this

study are all social networking services. Since this experiment is about the social software of VR, So

for questions to be modified to meet the characteristics of VR.

The second part of the survey applied to the seven orders of Semantic Differentials to measure

the semantics or meaning of words, particularly adjectives, and their referent concepts. And the

other scales were measured using a 5-point Likert-type scale.

b. Data analysis way

This study using experience way, lead to the number of the samples use in the study is small.

SmartPLS does sample analysis for a less restrictive sample size (Chiu ,2011), so this study uses this

software to analyze samples.

4. Data Analysis

i. Sample descriptive statistics

Male participants comprised 45% of the respondents, and 55% were female. The majority of

respondents ranged in age from 21 to 25(65%), followed by ages 16 to 20(28.3%) and ages 26 to 30;

15

31 to 35: 41 to 45; & 46 to 50 were (1.7%). The results indicated that 85% of respondents had

completed a College/University education, while 15% were Doctorate/PHD graduates. The major

occupation of the sample surveyed were students (81.7%). Seventy percent of the salary

respondents reported 10,000 and below. Previous experience of VR before were 46.7%, and 53.3%

hadn’t experienced VR before. The majority of respondents ranged in the `friend’ relationship

(71.7%), followed by `strangers’(16.7%).

ii. Reliability analysis

In this study, the initial questionnaire focused on 73 questions. After reliability analysis, in

order to improve the overall coefficient, VIF value was deleted by SmartPLS, and 68 questions

reserved, as shown in Table 2. The Cronbach's a coefficient for this study was between 0.832 and 1,

and the results for the construct exceeded the acceptable 0.5 (Hair et al., 1992). The results of

internal consistency show that the composite reliability (CR) of each question between 0.876 and 1,

which is higher than 0.6 acceptable level recommended by Bagozi & Yi (1988). The Average Variance

Extracted (AVE) was between 0.478 and 1, and the value proposed by Fornell & Larcker (1981) was

0.5. There were two constructs with lower AVE 0.478 for communication effect and 0.485 for flow

experience . Fornell & Larcker (1981) showed that the AVE value of each facet as larger than that of

the other variables, indicating that each facet has a discriminant validity. The discriminant validity of

this research plane is shown in Table 3. The AVE values of behavioral level, reflective level, flow

experience and technology accept model , are slightly less than those of other facets. However,

because the above levels related to the maximum value of each facet; one of the important factors

of facets and causal relationship. This study belongs to exploratory research, so its value is

acceptable range.

Table2 Reliability analysis Table3 Fornell - Lacker Criterion

*A=Personal-Satisfaction B=Functionality C=Reflection Level D=Flow experience E=Easy-of-use F=Visceral Level G=Communication effect

H=Understanding I=Technology Accept Model J=Learning K=Behavioural Level L=Visual M=Touching N=Memory O=Body-feeling

Construct Cronbach’s a Composite reliability AVE

Visual 0.832 0.9 0.75

Hearing 0.893 0.949 0.902

Touching 1 1 1

Functionality 0.86 0.934 0.877

Understanding 0.9 0.952 0.909

Ease-of-use 0.881 0.944 0.893

Body-feeling 1 1 1

Personal-satisfaction 0.862 0.936 0.879

Memory 0.718 0.876 0.779

Visceral level 0.863 0.898 0.595

Behavioral level 0.897 0.92 0.626

Reflection level 0.852 0.901 0.696

Flow experience 0.924 0.935 0.485

Communication effect 0.952 0.956 0.478

TAM 0.944 0.951 0.663

PSa FUb RLc FEd EUe VLf CEg UNh TAMI HEJ BLK VIL TOM MEN BFo

PS 0.938

FU 0.539 0.936

RL 0.931 0.51 0.834

FE 0.711 0.546 0.781 0.696

EU 0.62 0.64 0.584 0.73 0.945

VL 0.614 0.576 0.63 0.703 0.7 0.771

CE 0.526 0.6 0.599 0.833 0.668 0.603 0.691

UN 0.515 0.569 0.518 0.625 0.739 0.559 0.555 0.953

TAM 0.78 0.544 0.755 0.829 0.731 0.733 0.713 0.51 0.814

HE 0.416 0.464 0.425 0.503 0.497 0.799 0.443 0.367 0.502 0.95

VL 0.681 0.832 0.645 0.722 0.903 0.692 0.674 0.871 0.686 0.484 0.791

VI 0.635 0.492 0.645 0.692 0.668 0.917 0.555 0.513 0.756 0.546 0.642 0.866

TO 0.391 0.489 0.423 0.487 0.548 0.733 0.493 0.54 0.462 0.433 0.595 0.594 1

ME 0.68 0.378 0.901 0.722 0.435 0.535 0.576 0.424 0.589 0.358 0.482 0.541 0.383 0.883

BF 0.635 0.452 0.534 0.34 0.405 0.305 0.22 0.387 0.38 0.115 0.577 0.345 0.277 0.316 1

16

iii. Result

a. Assessing structural model

In this study, structural equation modelling (SEM) was used to analyze the data. Since the

experimental method was used in this study, which resulted in fewer samples, the tool of structural

model analysis using PLS (PLS)3.2.7 to study the strength and direction of the analysis of the

relationship between variables. Structural model analysis must test whether the standardized path

coefficients of all facets reach statistical significance and the explanatory power of facets is

determined by the explanatory variable R2 of the endogenous facets (Fornell & Lacker, 1981; Hair et

al . 2005), and re-sampled by bootstrapping proposed by Efron (1979) to verify whether the path

coefficient is significant by t-test. This study will be based on the findings of Hair & Hult & Ringle and

Sarstedt (2013) suggested that the number of samples to carry out analysis of 5000, if the path

coefficient is significant after the analysis, the verification hypothesis.

As shown in Table4 and Figure4, hypothesis H5-1, hypothesis H5-2 were hot support while

hypothesis H1-1, hypothesis H1-2, hypothesis H1-3, hypothesis H2-1, hypothesis H2-2, hypothesis

H2-3, hypothesis H2-3, hypothesis H2-4, hypothesis H3-1, hypothesis H3-2, hypothesis H4-1,

hypothesis H4-2, hypothesis H5-3, hypothesis H6, hypothesis H7 suppoted. The path coefficient of

The fitness of the model is judged by the GoF value, the GoF value is lower than 0.308, the fitness is

low, the GoF value is lower than 0.409, and the fitness is moderate; the GoF value is greater than

0.579, the fitness is good, and the GoF value of the model framework is 0.708 Have a good ability to

fit.

Table 4 Hypothesis testing. Figure 4 Virtual reality Structural model

*P<.05 **P<.01 ***P<.001

b. Self-concept and product image data analysis

This study compares the average number of users' actual-self, ideal-self, and product

personality, by comparing the average number of user’s actual-self with the product personality, and

Hypothesis Path

Original

Sample

Sample

Mean

Standard

Deviation

T

Statistics

P

Values

Decision

H1-1 Visceral level -> Visual 0.917 0.918 0.023 39.252 0*** Support

H1-2 Visceral level -> Hearing 0.799 0.792 0.085 9.401 0*** Support

H1-3 Visceral level -> Touching 0.733 0.733 0.064 11.539 0*** Support

H2-1 Behavioural level -> Functionality 0.832 0.829 0.063 13.205 0*** Support

H2-2 Behavioural level -> Easy-of-use 0.903 0.904 0.024 37.79 0*** Support

H2-3 Behavioural level ->

Understanding_ 0.871 0.872 0.034 25.593 0*** Support

H2-3 Behavioural level -> Body feeling 0.577 0.573 0.1 5.774 0*** Support

H2-4 Reflection level -> Memory 0.901 0.9 0.03 29.842 0*** Support

H3-1 Reflection level -> Personal

satisfaction 0.931 0.931 0.02 46.708 0*** Support

H4-1 Visceral level -> Behavioural level 0.692 0.695 0.077 9.033 0*** Support

H4-2 Behavioural level -> Reflection

level 0.645 0.647 0.096 6.73 0*** Support

H5-1 Visceral level -> Flow experience 0.224 0.229 0.129 1.737 0.082 Not

Support

H5-2 Behavioural level -> Flow

experience 0.265 0.291 0.136 1.948 0.051

Not

Support

H5-3 Reflection level -> Flow experience 0.469 0.439 0.163 2.871 0.004*

* Support

H6 Flow experience ->

Communication effect 0.833 0.846 0.04 20.952 0*** Support

H7 Communication effect -> TAM 0.713 0.734 0.049 14.647 0*** Support

17

comparing the average number of ideal-self with the products personality, to get when consumer

shopping the product is actually similar to the actual-self or the ideal-self , and the use of paired

sample T test for the user in the two scales (the actual-self with the product personality; and the

ideal-self with the product personality) to compare the average difference.

In the real part of my product personality, the results of the analysis [Rugged - Delicate],

[Dominating - Submissive], [Thrifty - indulgent], [Organized - Unorganized] [Contemporary –

Non-contemporary], [Rational - Emotional], [Youthful - mature], [Orthodox - Liberal], [Colourless -

colourful], [Modest -Vain].The above 10 adjectives, reached a significant level of P <0.05. Only 5

adjectives did not reach the significant level of a = 0.05. Overall the actual-self did not significantly

differ from the product personality.

In my ideal-self compared with product personality section, the results of the analysis [Exciting

- Calm], [Comfortable - Uncomfortable], [Pleasant-Unpleasant], [Thrifty- Indulgent], [ Pleasant-

Unpleasant], [Organized - Unorganized], [Contemporary – Non contemporary], [Youthful - Mature],

[Modest- Vain] The above nine adjectives all reach P <0.05 significant level, 6 adjectives did not

reach a significant level of= 0.05. Overall the ideal-self showed a more significant difference on

product personality.

In the part of actual-self that communicates with the other person's personality, the results of

the analysis are showing that the only two categories of adjectives [Comfortable-Uncomfortable]

and [Youthful-Mature] have a significant levels of P <0.05. Only 13 adjectives did not reach the

significant level of = 0.05, and as a whole got the ideal. I think there is no significant difference in the

individuality of the other person who communicates with the other. Overall, actual-self with

communicate with each other that each other's personality is no statistical significance.

5. CONCLUSION

i. Research results and discussion

a. The impact of immersive VR on the visceral level of the emotional design

The research results show that most VR systems are able to satisfy the visual, hearing and

touching of most users, of which the visual path coefficient is the highest. This result is in line with

that of Nomura (1996) in "Color Secrets" The five-sense visual perception is 87%, hearing sense is 7%,

sense of touching is 3%, sense of smell is 2%, taste is 1%. The result is more echoed by body

immersion proposed by Sherman & Craig (2003) Interaction, the system will bring the user's visual,

hearing, touching and other sensory changes, thanks to a good five-sense experience so that users

can be more immersed in the content, and Norman (2005) pointed out that the good visceral design

needs focus on the user's five senses of experience, as well as Gu (2006) of the product appearance

elements: visual, touching, hearing, smell, taste these five feelings, the above discussion can be

18

learned today's VR has been met to achieve good visceral level, thus making the hypothesis of this

study all supported. Nowadays, most manufacturers invest a great deal of resources to design VR devices that

satisfy users' five senses of experience. As computing power of hardware and computing hardware

of personal computers increases, it is reasonable to explain that the completely immersive VR has a

positive impact on the instinct level of the emotional design of the user from this theoretical point of

view. When the present study focuses on the interview, most users think that the current five senses

Experience all good performance.

b. The impact of immersive VR on the behavioral level of the emotional design

This study found that the importance for the user is ease of use, understanding, functionality,

body feeling, this can be interpreted as that users are most concerned with the ease-of-use for a

immersive VR system because it is easy for the user to understand what the system is saying and to

further explore whether the functionality meets the needs. Then the above discussion is in line with

Lee (2004) who put forward the sense of social presence: "whether interaction between people can

detect whether the other is real, all the interactive response is like the real person in the real world

“Whether the system can be effectively understood in the VR and whether the interaction with the

system is easy to use can meet the demand. Therefore, this study argues that this theory explains

the immersive VR for the user's emotional design can have a positive influence on the behavioral

level should be reasonable.

c. The impact of immersive VR on the reflection level of the emotional design

In the actual-self the communication is with each other that the other person's personality part,

the results indicate that there is no significant difference, the study hypothesized that through VR

users can more freely express the true self. In the part of personal satisfaction and memory, the

path coefficient of personal satisfaction is higher than that of memory. This research suggests that a

memory-oriented feeling will be generated due to personal satisfaction first.

d. The influence of three levels of emotional design

Since human beings are five-feeling animals, this study believes that users' visceral levels will

affect the behavior level and that behavioral levels will further affect the level of reflection.

Hypotheses H4-1, H4-2 are used for statistical analysis through SmartPLS, and the results are

supported.

e. The influence of three levels of emotional design on flow experience

Through the SmartPLS statistical analysis, the results H5-1, H5-2 were not supported, and H5-3

hypothesis supported. Flow experience is a kind of internalized thought that is a state of mind

immersion, psychic immersion as proposed by Sherman & Craig (2003) refers to the state of deep

19

engagement in the VR environment, guided by instinctual levels in good emotional design the

behavioral level is then internalized by the behavioral level into the reflective level, which in turn

allows the user to enter the flow experience.

f. Impact of flow experience and communication effect

The hypothesis is supported and this result confirms that the VR imagines something that does

not exist by stimulating people creatively through visualization Abstract Conversations (Burdea &

Coiffet, 2003). In the Lunenburg & Ornstein (2000) communication model that communication

barriers are likely to occur in the process most often occur when transmitting and receiving

messages, as well as accepting between the message and the decoding. This study argues that

because of the balance of the challenges and skills, the sense of control, action-awareness merging,

the definite goal and the instant feedback, these levels reduce barriers to communication and

increase the effectiveness of communication.

g. Impact of communication effect and TAM

In the end, we want to know whether users can expect better communication through the VR

as a medium of communication to reduce the barriers to communication. Venkatesh et al. (2003)

define Effort Expectancy as: "Whether or not the individual user is engaged in the operation of new

technologies, systems, and applications means that as the system becomes easier to use , It will

affect the user's intention of behavior, which will make users have a positive impact on technology

acceptance under the circumstance of increasing the communication validity. Therefore, the

hypothesis H7 is proposed and analyzed by using SmartPLS. The result of the analysis indicates the

hypothesis holds that the present study suggests that today's technology uses different approaches

to interact with users using different past contacts and the result shows that users have a positive

acceptance of technology for good communication effect, it is believed that the immersive VR has

stimulated the user's feelings through different ways from the past. In the future, the science and

technology acceptance model should be further studied and supplemented for the user's instinct

level, behavior level and reflection level.

ii. Research limitation and suggestions

First, many people are using the VR for the first time, the operation is not smooth and not used

to it, and even the freshness may cause the final measurement result to be an error. The sample size

for this study was 60 with a small sample size and most of the respondents were students of similar

backgrounds and could have biased results. Third, this experiment uses the Facebook Space to

experiment, but through the hardware is HTC-VIVE, the original space for the Oculus hardware, so

let VIVE through Revive run the program, Sometimes the system may not be able to properly

integrate the hardware and the system, resulting in difficult to operate and control the poor

20

situation, and the speed of the network sometimes caused by the picture is not smooth and the

value of the decline is also sound unclear and inconsistent. Finally, the social VR system used in this

study is Facebook Space. Since this system is still in the BETA stage, the related functions and

settings are still in the development stage, which may be caused by the bug of the BETA version.

ii. Future research suggestions

This study found that most users expressed their willingness to use the VR again as their

entertainment option. Due to the convenience issues that make it difficult for them to be routine

communication tools at this stage, many also expressed their potential to see the future of VR Most

people in the interview process consider the environmental context in the VR to be of greater

importance than to give the user too much functionality because too many features can easily

distract the user and lead to forgetting the real task at hand and the real environment experience

allows users to better integrate into the effect of the scene to achieve the best results, and through

the glove-based control system or brain-based interface to control the VR world. Future

development and application of many immersive VR, many participants believe that if the future can

be developed as control agents in general, to experience the feelings never before, will allow users

to have a strong intention to use, and Applied to the entertainment and audio-visual industries, it

integrates into the environment that the prescribers want to deliver to the users. In addition, some

of the respondents think that the main application of the future VR will be in the mixed reality (MR) ,

breaking the line between the true and the false world by combining the characteristics of the actual

situation and the reality and implementing the glasses-type device to realize the convenience so that

the VR can be applied in our daily life.

6. ACKNOWLEDGEMENTS

21

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