The interactive influence of visual perspective and visual content on restaurant diners’ processing and response to user-generated videos

Abstract

This study investigates the interactive effects of visual perspective (first-person vs. third-person perspective) and visual content (objective information vs. subjective opinion) in user-generated videos (UGVs) on restaurant diners’ information processing and behavioral responses. An online experiment was conducted with 320 participants recruited from Credamo. The findings suggest that the combination of first-person perspective and description-based content is more effective in triggering readers’ immersion. The same combination can further enhance readers’ narrative transportation, interest, desire and likeliness to visit the mentioned restaurant.