Analysis reveals non-linear user attention impacts immersive experience, indicating that privacy calculus theory moderates engagement closely related to perceptual-interactive fidelity.
The formation mechanism of Virtual Reality (VR) Immersive Experience (VRIE) is notably complex; this study aimed to dynamically decode its underlying drivers by innovatively integrating Flow Theory and Privacy Calculus Theory, focusing on Perceptual-Interactive Fidelity (PIF), Consumer Willingness to Immerse in Technology (CWTI), and the applicability of Loss Aversion Theory. To achieve this, we analyzed approximately 30,000 user reviews from Amazon using Latent Semantic Analysis (LSA) and regression analysis. The findings reveal that user attention’s impact on VRIE is non-linear, suggesting an optimal threshold, and confirm PIF as a central influencing mechanism; furthermore, CWTI significantly moderates users’ privacy calculus, thereby affecting VRIE, while Loss Aversion Theory showed limited explanatory power in the VR context. These results provide a deeper understanding of VR user behavior, offering significant theoretical guidance and practical implications for future VR system design, particularly in strategically balancing user cognition, PIF, privacy concerns, and individual willingness.
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Li et al. (2025) studied this question.
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