A Study on the Effect of Narrative Characteristics of University AR Admission Letters on Freshmen’s Favorability : Focusing on Wuhan University and Wuhan University of Science and Technology

Key Points

• The aim of this research is to analyze how different narrative characteristics in AR admission letters influence freshmen’s favorability toward universities.
• Combined narrative analysis of AR admission letters from Wuhan University and Wuhan University of Science and Technology with survey data.
• Collected 277 valid survey responses to assess the impact of presence, aesthetics, educational value, and playfulness on favorability.
• Conducted correlation and multiple regression analyses using SPSS 29.0 to evaluate the relationships.
• All four perceptual dimensions positively impact freshmen favorability, with presence having the strongest effect (exact metrics not provided).
• Playfulness had a significant but lesser impact compared to presence, enhancing overall favorability.
• Provides empirical support for optimizing narrative and experiential elements in higher education communication.

Abstract