Virtual Reality Presence Perception

What it measures

This scale measures how real a virtual reality experience felt to the person having it, capturing the sense of actually being present in the simulated setting. Harz, Hohenberg, and Homburg (2022) used it as the companion to their sensory-immersion measure in a VR prelaunch study.

Response format

7-point Likert-type scale (verbal anchors not stated)

Scale items

• I felt like I'd just been to a real ___.
• I forgot my actual surroundings during the simulation.
• It was like I was really visiting a ___.

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

Usage notes & scoring

Composite reliability was strong (CR = .93; Harz, Hohenberg, and Homburg 2022, p. 171) among 210 lab participants. A confirmatory factor analysis supported discriminant validity from twelve other measures (AVE = .83). As with the companion immersion scale, the wording references a store but appears adaptable to other places with minor rewording; more extensive changes warrant re-testing.

Citation

Harz, Nathalie, Sebastian Hohenberg, and Christian Homburg (2022), "Virtual Reality in New Product Development: Insights from Prelaunch Sales Forecasting for Durables," Journal of Marketing, 86 (3), 157-179.

Keywords

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