Advances in Consumer Research
Issue:6 : 1661-1670
Original Article
Exploring the impact of cultural sensitivity in shaping the user engagement towards virtual reality games
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PhD Scholar Affiliation Address - GD Goenka University, G D Goenka Education City, Sohna Gurgaon Road, Sohna, Haryana 122103
Abstract

The study examines how cultural sensitivity and cultural representation affect user activity in virtual reality (VR) gaming spaces; responding to a growing interest in comprehending the moderating effects of culturally-based design factors in the creation of immersive online spaces. With the growing popularity of VR gaming becoming popular worldwide, gamers are becoming more and more culturally diverse, which creates a necessity to study how language, symbols, storylines, aesthetics, and values influence their intellectual, emotional, and behavioral involvement. The study assesses three fundamental aims through the use of a mixed-methods design and data of 200 participants in Delhi NCR; it determines how cultural sensitivity influences the perception and acceptance of VR games by users, how cultural representation influences emotional immersion and satisfaction of users, and how key cultural factors affect engagement (to facilitate it or not). Results indicate that cultural sensitivity is a key predictor of user acceptance, and therefore culturally responsive design encourages familiarity, inclusivity, and good user attitudes. It is also revealed that there is a moderate positive relationship between cultural representation and emotional immersion and it can be argued that genuine cultural cues enhance the emotional attachment and satisfaction of the users. The discussion also indicates that certain cultural factors play a significant role in engagement, which supports the compatibility of respectful and context-appropriate integration. In general, the study offers empirical data that culturally responsive VR design improves immersion and user experience, which can be helpful to developers interested in developing globally inclusive and meaningful virtual space....

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Volume 2, Issue:6
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