Virtual Reality Environment Engagement

What it measures

Four items assess how involved, drawn in, and immersed a person felt while experiencing a virtual reality environment, with an additional item capturing enjoyment. Three items were adapted from a presence questionnaire and one from an interactive advertising study. Used across three studies examining narrative structure in 360-degree video advertising.

Response format

Likely 7-point Likert (1=completely disagree, 7=completely agree); format not explicitly confirmed

Scale items

• I felt involved in the displayed environment.
• I enjoyed myself,
• My experience was intense.
• I felt drawn into the environment.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Alphas were .92, .89, and .91 in Studies 1, 2, and 3, respectively. The response format was not explicitly stated in the original article; based on similar measures used in the studies, a 7-point scale anchored at completely disagree (1) and completely agree (7) is the most likely format — verify with the original article before use. Item 2 ends with a comma in the source, which appears to be a typographical error.

Citation

Feng, Y., Xie, Q., & Lou, C. (2019). The key to 360-degree video advertising: An examination of the degree of narrative structure. Journal of Advertising, 48(2), 137–152.

Keywords