How the Cognitive Styles Affect the Immersive Experience: A Study of Video-Watching Experience in VR

  • Wei LiEmail author
  • Xiaobo Lu
  • YiShen Zhang
  • Huiya Zhao
Conference paper
Part of the Lecture Notes in Computer Science book series (LNCS, volume 11584)


In VR, the analog cinema experience is a common design method for video-watching function. However, will this approach increase user experience? We conducted 2 phases of experiments. First, from user interview, we found that the users’ evaluation of the viewing experience in VR is polarization. Second, studies were carried out with 24 users to find what caused the big difference. Through experiments, we found that different cognitive styles affect the immersive experience of users in VR cinema video-watching, and the Spatial Presence has a more significant impact on the Sense of Being There than the other factors, thus, affecting immersion. Our findings suggest that the design of virtual scenes should consider the different cognitive styles of users, and our research provide insights into future research on user experience of video-watching in VR.


Virtual reality Cognitive styles Video-watching Immersion Sense of Being There 



This research is supported by the project of Design Theory and Applied Research about Cultural Creative Products of Virtual Reality.


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Copyright information

© Springer Nature Switzerland AG 2019

Authors and Affiliations

  1. 1.Tsinghua UniversityBeijingChina
  2. 2.iQIYI, Inc.BeijingChina

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