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This study aims to examine the underlying emotional process that explains how context-specific stimuli involved in virtual reality (VR) destinations translate into presence perceptions and behavioral intentions.

In total, 403 potential tourists participated in a self-administered online survey after they watched a randomly assigned VR tour. The Lavaan package in R software was used to conduct structural equation analysis and examine the proposed theoretical framework.

The results reveal that media content consisting of informativeness, aesthetics and novelty was positively related to users’ sense of presence in a VR tour. The effect of media content on presence was partially mediated by emotional arousal.

Managers and VR designers can create an emotive virtual tour that contributes to the user’s sense of presence to promote attraction to the target destination. The VR content needs to be informative, aesthetic and novel, which can excite users during the VR tour, portray virtual destinations clearly and eventually influence potential tourists’ visit intentions.

Research on the emotional mechanism to generate presence is still in its infancy. This study integrates presence theory into a conceptual framework to explore how media content influences presence and decision-making through the emotional mechanism.

Food delivery apps (FDAs) have rapidly developed due to mobile technologies, changes in modern consumption and increased online use during the COVID-19 pandemic. Despite this, the platforms are struggling to build a stable customer base and make a profit. This study combined tech-driven motivators in an information system success model (ISSM) and emotional attachment operated by affect transfer theory (ATT) to explain why people might continue to use an FDA.

An online quantitative cross-sectional survey was carried out via the Prolific platform. Data were collected from 416 FDA users and analyzed to test the hypotheses using the partial least squares based structural equation modeling.

The study found that system quality, information quality and emotional attachment directly influence the continued use of FDA. Moreover, the results suggest that perceived social interactivity and perceived playfulness are significant antecedents of emotional attachment.

The findings of this study enrich the current literature on continuance intention in online food delivery services by integrating the technology- and affective-based factors. The findings also provide various practical implications for app designers and marketers to foster an emotional bond with users, resulting in high retention rate.

The study proposes the integrated framework of ISSM and ATT for enhancing understanding of consumer behaviors in the post-adoption stage for FDA.

The purpose of this research was to investigate how VR-mediated sports, as opposed to 2-D screens, affect the emotional and cognitive experiences of fans with the game and its sponsors.

The current study employed a single-factorial experimental design, in which participants were randomly assigned to either watch a soccer game through a VR headset or a 2-D screen. Physiological and self-reported measures were used to measure levels of presence, arousal, attention and memory.

Participants who watched sports through VR experienced a higher level of presence, greater psychophysiological arousal, and exhibited higher levels of attention toward the game. However, they showed lower recognition for in-stadium signage compared to those who watched the game on a 2-D screen.

The results suggest that sports teams can use VR to create a more immersive and engaging experience for fans. Additionally, in-stadium signage advertising may not be as effective in VR sport broadcasting contexts, and sports practitioners may want to explore alternative forms of advertising that are better suited for VR environments.

Methodologically, this study used a combination of self-reported and real-time physiological measures to capture dynamic and spontaneous changes in fans while watching games. Theoretically, this study utilized the Dynamic Human-Centered Communication System Theory to adopt a human-centered approach to understand how VR impacts the experience of sport game viewers.