Purpose

The purpose of this paper is to assess the effects of presence on users’ information processing in mediated visualizations using immersive virtual reality (VR) and websites, focusing on information understanding and cognitive load. The impact of user interfaces on users’ perception of presence is also tested.

Design/methodology/approach

A between-subjects laboratory experiment using two user interfaces – immersive VR and website – is carried out. It is complemented by a self-administered survey on the participants.

Findings

The current results indicate that an immersive VR interface improves tourists’ information processing by producing a heightened sense of presence. The results confirm that presence facilitates tourists’ information processing by increasing information understanding and decreasing cognitive load. Finally, a negative relationship between cognitive load and information understanding is obtained.

Practical implications

VR user interfaces are not only visually appealing but also cognitively optimized. Immersive VR devices can be introduced in the specific sale process of cruise trips through both offline channels (physical stores and travel agencies) and online channels to facilitate tourists’ information processing during the prepurchase phase.

Originality/value

The primary contribution lies in the integration of the theory of presence with two influential information processing frameworks, namely, cognitive load theory and cognitive fit theory. This integration provides a holistic perspective on how user interfaces influence consumer information processing in the unique context of cruise tourism, particularly during the stage of a prepurchase information search.

中文翻译：

---

通过认知契合和认知负荷理论检查沉浸式虚拟现实和网站界面中的存在

 目的

本文的目的是评估使用沉浸式虚拟现实（VR）和网站进行介导可视化时存在对用户信息处理的影响，重点关注信息理解和认知负荷。用户界面对用户存在感的影响也得到了测试。

设计/方法论/途径

使用两个用户界面（沉浸式 VR 和网站）进行受试者之间的实验室实验。它还辅以对参与者进行的自我管理调查。

 发现

目前的结果表明，沉浸式 VR 界面通过产生增强的临场感来改善游客的信息处理。结果证实，存在通过增加信息理解和减少认知负荷来促进游客的信息处理。最后得到认知负荷与信息理解之间的负相关关系。

 实际影响

VR 用户界面不仅具有视觉吸引力，而且在认知上也得到了优化。通过线下渠道（实体店、旅行社）和线上渠道，在邮轮旅游的具体销售过程中可以引入沉浸式VR设备，方便游客预购阶段的信息处理。

 原创性/价值

主要贡献在于将存在理论与两个有影响力的信息处理框架（即认知负荷理论和认知契合理论）相结合。这种集成提供了关于用户界面如何在邮轮旅游的独特背景下影响消费者信息处理的整体视角，特别是在预购信息搜索阶段。