Using time travel in virtual reality (VR) to increase efficacy perceptions of influenza vaccination

Lee, Joomi (former Grady postdoc), Wu, Dai-yun, Lin, Jih-Hsuan (Tammy), Jooyoung Kim, & Sun Joo (Grace) Ahn (2023). “Using time travel in virtual reality (VR) to increase efficacy perceptions of influenza vaccination.” Journal of Computer-Mediated Communication, 28(3), zmad010. doi.org/10.1093/jcmc/zmad010

Abstract: This study examined the unique affordance of time travel in virtual reality (VR) to enhance the perceived efficacy of influenza vaccination. Effective vaccine communication hinges on raising awareness of the risk of contracting a contagious virus and spreading the infection to others. According to the extended-parallel process model, behavioral changes are achieved when an individual perceives sufficient levels of threat and efficacy to prevent negative health outcomes. Findings from a 2 (interactivity: active vs. passive) × 2 (virtual time travel: yes vs. no) between-subjects experiment (N = 178) indicated that virtual time travel to receive vaccination after experiencing negative consequences of influenza in VR increased participants’ perceived efficacy of vaccination for self-protection and community protection. Moreover, interactivity in VR enhanced vaccination intention, mediated by spatial presence, message involvement, and response efficacy.