{"id":"https://openalex.org/W7204201453","doi":"https://doi.org/10.1177/13567667261480389","title":"Seeing is believing? How VR and 360-degree video bypass trust to drive approach tendencies in Airbnb advertising","display_name":"Seeing is believing? How VR and 360-degree video bypass trust to drive approach tendencies in Airbnb advertising","publication_year":2026,"publication_date":"2026-08-25","ids":{"openalex":"https://openalex.org/W7204201453","doi":"https://doi.org/10.1177/13567667261480389"},"language":"en","primary_location":{"id":"doi:10.1177/13567667261480389","doi":"https://doi.org/10.1177/13567667261480389","is_oa":false,"landing_page_url":"https://doi.org/10.1177/13567667261480389","pdf_url":null,"source":{"id":"https://openalex.org/S83271458","display_name":"Journal Of Vacation Marketing","issn_l":"1356-7667","issn":["1356-7667","1479-1870"],"is_oa":false,"is_in_doaj":false,"is_core":true,"listed_in":["abdc-a","cwts-core","jufo-1","norway-1"],"host_organization":"https://openalex.org/P4310320017","host_organization_name":"SAGE Publishing","host_organization_lineage":["https://openalex.org/P4310320017"],"host_organization_lineage_names":["SAGE Publishing"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Vacation Marketing","raw_type":"journal-article"},"volume":null,"type":"article","indexed_in":["crossref"],"open_access":{"is_oa":false,"oa_status":"closed","oa_url":null,"any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":null,"display_name":"Yang Wang","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I33849332","display_name":"University of Malaya","ror":"https://ror.org/00rzspn62","country_code":"MY","type":"education","lineage":["https://openalex.org/I33849332"]}],"countries":["MY"],"is_corresponding":false,"raw_author_name":"Yang Wang","raw_affiliation_strings":["University of Malaya","Wuhu Vocational Technical University"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"University of Malaya","institution_ids":["https://openalex.org/I33849332"]},{"raw_affiliation_string":"Wuhu Vocational Technical University","institution_ids":[]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5000134329","display_name":"Sedigheh Moghavvemi","orcid":"https://orcid.org/0000-0002-0628-6906","observed_orcids":["https://orcid.org/0000-0002-0628-6906"]},"institutions":[{"id":"https://openalex.org/I113330528","display_name":"Khazar University","ror":"https://ror.org/014te7048","country_code":"AZ","type":"education","lineage":["https://openalex.org/I113330528"]},{"id":"https://openalex.org/I4210143550","display_name":"Taylor's University","ror":"https://ror.org/0498pcx51","country_code":"MY","type":"education","lineage":["https://openalex.org/I4210143550"]}],"countries":["AZ","MY"],"is_corresponding":true,"raw_author_name":"Sedigheh Moghavvemi","raw_affiliation_strings":["Khazar University, Baku, Azerbaijan","Taylor's University"],"raw_orcid":"https://orcid.org/0000-0002-0628-6906","affiliations":[{"raw_affiliation_string":"Khazar University, Baku, Azerbaijan","institution_ids":["https://openalex.org/I113330528"]},{"raw_affiliation_string":"Taylor's University","institution_ids":["https://openalex.org/I4210143550"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5022019509","display_name":"Seuk Wai Phoong","orcid":"https://orcid.org/0000-0002-9925-0901","observed_orcids":["https://orcid.org/0000-0002-9925-0901"]},"institutions":[{"id":"https://openalex.org/I33849332","display_name":"University of Malaya","ror":"https://ror.org/00rzspn62","country_code":"MY","type":"education","lineage":["https://openalex.org/I33849332"]}],"countries":["MY"],"is_corresponding":false,"raw_author_name":"Seuk Wai Phoong","raw_affiliation_strings":["University of Malaya"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"University of Malaya","institution_ids":["https://openalex.org/I33849332"]}]}],"institutions":[],"countries_distinct_count":2,"institutions_distinct_count":3,"corresponding_author_ids":["https://openalex.org/A5000134329"],"corresponding_institution_ids":["https://openalex.org/I113330528","https://openalex.org/I4210143550"],"apc_list":{"value":3900,"currency":"USD","value_usd":3900},"apc_paid":null,"fwci":0.0,"has_fulltext":false,"cited_by_count":0,"citation_normalized_percentile":{"value":0.63600746,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":null,"biblio":{"volume":null,"issue":null,"first_page":null,"last_page":null},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T12392","display_name":"Sharing Economy and Platforms","score":0.7685999870300293,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T12392","display_name":"Sharing Economy and Platforms","score":0.7685999870300293,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.09399999678134918,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10648","display_name":"Virtual Reality Applications and Impacts","score":0.08640000224113464,"subfield":{"id":"https://openalex.org/subfields/1709","display_name":"Human-Computer Interaction"},"field":{"id":"https://openalex.org/fields/17","display_name":"Computer Science"},"domain":{"id":"https://openalex.org/domains/3","display_name":"Physical Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/virtual-reality-advertising","display_name":"virtual reality advertising","score":0.9039999842643738},{"id":"https://openalex.org/keywords/360-degree-video","display_name":"360-degree video","score":0.9850000143051147},{"id":"https://openalex.org/keywords/still-images","display_name":"still images","score":0.7160000205039978},{"id":"https://openalex.org/keywords/airbnb","display_name":"Airbnb","score":0.765999972820282},{"id":"https://openalex.org/keywords/sharing-economy","display_name":"sharing economy","score":0.8600000143051147},{"id":"https://openalex.org/keywords/approach-tendencies","display_name":"approach tendencies","score":0.8510000109672546},{"id":"https://openalex.org/keywords/embodied-cognition","display_name":"embodied cognition","score":0.7129999995231628},{"id":"https://openalex.org/keywords/mental-imagery","display_name":"mental imagery","score":0.8009999990463257},{"id":"https://openalex.org/keywords/media-immersion","display_name":"media immersion","score":0.6359999775886536},{"id":"https://openalex.org/keywords/arousal","display_name":"arousal","score":0.42100000381469727},{"id":"https://openalex.org/keywords/pleasure","display_name":"pleasure","score":0.7519999742507935},{"id":"https://openalex.org/keywords/heuristic-processing","display_name":"heuristic processing","score":0.8870000243186951},{"id":"https://openalex.org/keywords/risk-assessment","display_name":"risk assessment","score":0.6690000295639038},{"id":"https://openalex.org/keywords/peer-to-peer-transactions","display_name":"peer-to-peer transactions","score":0.7929999828338623},{"id":"https://openalex.org/keywords/stimulus-organism-response-model","display_name":"stimulus-organism-response model","score":0.7179999947547913}],"concepts":[{"id":"https://openalex.org/C153083717","wikidata":"https://www.wikidata.org/wiki/Q6535263","display_name":"Leverage (statistics)","level":2,"score":0.7437000274658203},{"id":"https://openalex.org/C100609095","wikidata":"https://www.wikidata.org/wiki/Q1335050","display_name":"Embodied cognition","level":2,"score":0.6460999846458435},{"id":"https://openalex.org/C169087156","wikidata":"https://www.wikidata.org/wiki/Q2131593","display_name":"Framing (construction)","level":2,"score":0.5536999702453613},{"id":"https://openalex.org/C15744967","wikidata":"https://www.wikidata.org/wiki/Q9418","display_name":"Psychology","level":0,"score":0.5134999752044678},{"id":"https://openalex.org/C33199155","wikidata":"https://www.wikidata.org/wiki/Q2277143","display_name":"Sharing economy","level":2,"score":0.49709999561309814},{"id":"https://openalex.org/C68489960","wikidata":"https://www.wikidata.org/wiki/Q2370659","display_name":"Transactional leadership","level":2,"score":0.4925000071525574},{"id":"https://openalex.org/C26760741","wikidata":"https://www.wikidata.org/wiki/Q160402","display_name":"Perception","level":2,"score":0.48030000925064087},{"id":"https://openalex.org/C18918823","wikidata":"https://www.wikidata.org/wiki/Q49389","display_name":"Tourism","level":2,"score":0.47679999470710754},{"id":"https://openalex.org/C71104824","wikidata":"https://www.wikidata.org/wiki/Q1476639","display_name":"Structural equation modeling","level":2,"score":0.4690000116825104},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.4462999999523163},{"id":"https://openalex.org/C169900460","wikidata":"https://www.wikidata.org/wiki/Q2200417","display_name":"Cognition","level":2,"score":0.43160000443458557},{"id":"https://openalex.org/C199068039","wikidata":"https://www.wikidata.org/wiki/Q574523","display_name":"Immersion (mathematics)","level":2,"score":0.42809998989105225},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.42750000953674316},{"id":"https://openalex.org/C194969405","wikidata":"https://www.wikidata.org/wiki/Q170519","display_name":"Virtual reality","level":2,"score":0.4244000017642975},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.39800000190734863},{"id":"https://openalex.org/C107457646","wikidata":"https://www.wikidata.org/wiki/Q207434","display_name":"Human\u2013computer interaction","level":1,"score":0.3634999990463257},{"id":"https://openalex.org/C14224292","wikidata":"https://www.wikidata.org/wiki/Q13600188","display_name":"Conceptual framework","level":2,"score":0.3619000017642975},{"id":"https://openalex.org/C13606891","wikidata":"https://www.wikidata.org/wiki/Q2623243","display_name":"Conceptual model","level":2,"score":0.3483000099658966},{"id":"https://openalex.org/C180747234","wikidata":"https://www.wikidata.org/wiki/Q23373","display_name":"Cognitive psychology","level":1,"score":0.3447999954223633},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.33009999990463257},{"id":"https://openalex.org/C173801870","wikidata":"https://www.wikidata.org/wiki/Q201413","display_name":"Heuristic","level":2,"score":0.30880001187324524},{"id":"https://openalex.org/C77805123","wikidata":"https://www.wikidata.org/wiki/Q161272","display_name":"Social psychology","level":1,"score":0.30489999055862427},{"id":"https://openalex.org/C99574664","wikidata":"https://www.wikidata.org/wiki/Q683794","display_name":"New media","level":2,"score":0.30480000376701355},{"id":"https://openalex.org/C2993110374","wikidata":"https://www.wikidata.org/wiki/Q11033","display_name":"Media industry","level":2,"score":0.3005000054836273},{"id":"https://openalex.org/C24614281","wikidata":"https://www.wikidata.org/wiki/Q17086331","display_name":"Moderated mediation","level":2,"score":0.2870999872684479},{"id":"https://openalex.org/C2982912361","wikidata":"https://www.wikidata.org/wiki/Q1851867","display_name":"Mental model","level":2,"score":0.2849000096321106},{"id":"https://openalex.org/C23213687","wikidata":"https://www.wikidata.org/wiki/Q301468","display_name":"Consumer behaviour","level":2,"score":0.2775000035762787},{"id":"https://openalex.org/C53371666","wikidata":"https://www.wikidata.org/wiki/Q1778408","display_name":"Need for cognition","level":3,"score":0.26339998841285706},{"id":"https://openalex.org/C4216890","wikidata":"https://www.wikidata.org/wiki/Q815823","display_name":"Business model","level":2,"score":0.26170000433921814},{"id":"https://openalex.org/C142039048","wikidata":"https://www.wikidata.org/wiki/Q2379139","display_name":"Virtual economy","level":2,"score":0.25110000371932983}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.1177/13567667261480389","doi":"https://doi.org/10.1177/13567667261480389","is_oa":false,"landing_page_url":"https://doi.org/10.1177/13567667261480389","pdf_url":null,"source":{"id":"https://openalex.org/S83271458","display_name":"Journal Of Vacation Marketing","issn_l":"1356-7667","issn":["1356-7667","1479-1870"],"is_oa":false,"is_in_doaj":false,"is_core":true,"listed_in":["abdc-a","cwts-core","jufo-1","norway-1"],"host_organization":"https://openalex.org/P4310320017","host_organization_name":"SAGE Publishing","host_organization_lineage":["https://openalex.org/P4310320017"],"host_organization_lineage_names":["SAGE Publishing"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Vacation Marketing","raw_type":"journal-article"}],"best_oa_location":null,"sustainable_development_goals":[],"sustainable_development_goals_aurora":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"grobid_xml":false,"pdf":false},"content_urls":null,"referenced_works_count":69,"referenced_works":["https://openalex.org/W1774659654","https://openalex.org/W1988050849","https://openalex.org/W1993220938","https://openalex.org/W1998284588","https://openalex.org/W2013936058","https://openalex.org/W2015974333","https://openalex.org/W2028327917","https://openalex.org/W2039251904","https://openalex.org/W2076319133","https://openalex.org/W2143299957","https://openalex.org/W2213598835","https://openalex.org/W2912791529","https://openalex.org/W2933876993","https://openalex.org/W2943313865","https://openalex.org/W2955632090","https://openalex.org/W2955798658","https://openalex.org/W2968846733","https://openalex.org/W2980464029","https://openalex.org/W2985878620","https://openalex.org/W2991063413","https://openalex.org/W2995576379","https://openalex.org/W3066263377","https://openalex.org/W3080423120","https://openalex.org/W3081983468","https://openalex.org/W3087584804","https://openalex.org/W3087721184","https://openalex.org/W3097193764","https://openalex.org/W3108559236","https://openalex.org/W3111341783","https://openalex.org/W3111913706","https://openalex.org/W3122877168","https://openalex.org/W3158209507","https://openalex.org/W3160775660","https://openalex.org/W3163684904","https://openalex.org/W3164526865","https://openalex.org/W3168973535","https://openalex.org/W3170471395","https://openalex.org/W3177014436","https://openalex.org/W3184169819","https://openalex.org/W3184987364","https://openalex.org/W3185132992","https://openalex.org/W3191539235","https://openalex.org/W3198845588","https://openalex.org/W3207712825","https://openalex.org/W4200057733","https://openalex.org/W4200278642","https://openalex.org/W4205752201","https://openalex.org/W4206529186","https://openalex.org/W4225290527","https://openalex.org/W4244286381","https://openalex.org/W4254238350","https://openalex.org/W4283262864","https://openalex.org/W4317936996","https://openalex.org/W4323854050","https://openalex.org/W4382045280","https://openalex.org/W4383032480","https://openalex.org/W4393204636","https://openalex.org/W4393223815","https://openalex.org/W4394945415","https://openalex.org/W4396577752","https://openalex.org/W4396672624","https://openalex.org/W4399313713","https://openalex.org/W4402592842","https://openalex.org/W4403626780","https://openalex.org/W4406704799","https://openalex.org/W4412868364","https://openalex.org/W7126214897","https://openalex.org/W7128503608","https://openalex.org/W7164840890"],"related_works":[],"abstract_inverted_index":{"This":[0,163],"study":[1],"investigates":[2],"the":[3,16,21,75,141,155],"comparative":[4],"effectiveness":[5],"of":[6,26,107,159],"virtual":[7],"reality":[8],"(VR),":[9],"360-degree":[10],"video,":[11],"and":[12,35,46,50,131,147],"static":[13,125],"images":[14],"in":[15,176],"sharing":[17,185],"economy":[18,186],"by":[19,134],"updating":[20],"stimulus-organism-response":[22],"framework":[23],"through":[24],"theories":[25],"embodied":[27],"cognition.":[28],"It":[29,179],"explores":[30],"how":[31],"technological":[32],"stimuli":[33],"(interactivity":[34],"vividness)":[36],"interact":[37],"with":[38,71],"a":[39,80,102,119,169,181],"consumer's":[40],"internal":[41],"cognitive":[42],"simulation":[43],"(mental":[44],"imagery)":[45],"affective":[47],"states":[48],"(arousal":[49],"pleasure)":[51],"to":[52,188],"drive":[53],"behavioral":[54,127],"responses":[55],"(approach":[56],"tendency).":[57],"A":[58],"controlled":[59],"laboratory":[60],"within-subject":[61],"experiment":[62],"(N":[63],"=":[64],"306)":[65],"was":[66],"conducted":[67],"where":[68,154],"participants":[69],"engaged":[70],"Airbnb":[72],"listings":[73,199],"across":[74,110],"three":[76],"media":[77,112,166,191],"formats":[78,139],"using":[79,87],"high-fidelity":[81],"head-mounted":[82],"display.":[83],"Data":[84],"were":[85],"analyzed":[86],"partial":[88],"least":[89],"squares":[90],"structural":[91,121],"equation":[92],"modeling.":[93],"Results":[94],"reveal":[95],"that":[96,172],"while":[97],"baseline":[98],"transactional":[99],"trust":[100,160],"remains":[101],"highly":[103],"significant":[104],"direct":[105],"predictor":[106],"approach":[108],"tendencies":[109],"all":[111],"formats,":[113],"its":[114],"regulatory,":[115],"moderating":[116,157],"role":[117],"undergoes":[118],"profound":[120],"reconfiguration.":[122],"In":[123],"low-immersion":[124],"ads,":[126],"intent":[128],"is":[129,161],"pleasure-driven":[130],"heavily":[132],"moderated":[133],"perceived":[135],"trust.":[136],"Conversely,":[137],"immersive":[138,190],"externalize":[140],"imagery":[142],"architecture\u2014technologically":[143],"scaffolding":[144],"mental":[145],"simulations":[146],"shifting":[148],"consumers":[149],"toward":[150],"arousal-driven,":[151],"heuristic":[152],"processing":[153],"active":[156],"sensitivity":[158],"attenuated.":[162],"research":[164],"identifies":[165],"immersion":[167],"as":[168,192],"compensatory":[170],"mechanism":[171],"reconfigures":[173],"risk":[174],"appraisals":[175],"peer-to-peer":[177],"transactions.":[178],"provides":[180],"strategic":[182],"roadmap":[183],"for":[184],"platforms":[187],"leverage":[189],"an":[193],"ambient":[194],"verification":[195],"tool,":[196],"transforming":[197],"abstract":[198],"into":[200],"lived":[201],"sensory":[202],"experiences.":[203]},"counts_by_year":[],"updated_date":"2026-09-27T08:07:27.782135","created_date":"2026-08-26T00:00:00"}