Improving Engagement and Immersion with Interactive Cinematic Experiences in Mobile Virtual Reality

Jing Mi; Ummu Husna Binti Azizan

doi:10.3991/ijim.v20i15.62596

Authors

Jing Mi Universiti Pendidikan Sultan Idris (UPSI), Perak, Malaysia
Ummu Husna Binti Azizan Universiti Pendidikan Sultan Idris (UPSI), Perak, Malaysia

DOI:

https://doi.org/10.3991/ijim.v20i15.62596

Keywords:

Interactive Cinematography, Immersion, Virtual Reality, Mobile Computing, Narrative Engagement, User Engagement

Abstract

This study explores how interactivity and immersion affect user engagement (UE) in mobile virtual reality (VR) interactive cinematic experiences, with a focus on the important role of cinematic communication quality (CCQ). Using a cross-sectional survey, data were gathered from 200 adult mobile VR users through validated multi-item scales measuring interactivity, immersion, CCQ, and UE. The data were analysed with partial least squares structural equation modelling (PLS-SEM) using fully reflective and reflective higher-order constructs. The structural results indicated that both interactivity (β = 0.32), and immersion (β = 0.50) are positive, significant predictors of CCQ, which in turn strongly impacts ultimate user engagement (β = 0.55). Bootstrapping analysis confirmed that CCQ fully mediates the relationships of both interactivity and immersion with UE. The results show that interactive and immersive technology only increases engagement when it improves the quality of the story. This highlights the key role of cinematic communication. The study presents a clear, evidence-based framework for designing mobile VR storytelling apps, emphasizing that strong storytelling is more important than technology alone.

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