Sentiment and Storytelling: What Affect User Experience and Communication Effectiveness in Virtual Environments?

The use of virtual reality (VR) storytelling in cultural communication is increasing and has found its way into the journalism, tourism, museum, and exhibition industries. Earlier studies have examined VR storytelling to improve user experience (UX). However, there is still insufficient research on UX and communication effectiveness in an immersive virtual environment (IVE) in storytelling involving different sentiments. In this study, participants watched positive and negative news stories in three IVEs: 2D video, 360-degree video via mobile devices, and 360-degree video with a VR headset. The predictor variables of enjoyment and the impact of presence, flow, understanding, empathy, credibility, and enjoyment across the stories in IVEs were analyzed. Two models were constructed based on positive and negative stories. The findings show that predictor variables make different contributions to VR storytelling with different sentiments. The conclusions support IVE production in journalism based on sentiment to further improve UX and enhance communication effectiveness.