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This study aims to investigate how media content consumed through immersive technology may evoke changes in human rights attitudes. It has been proposed that our inability to empathize with others could be overcome by stepping into another's shoes. “Immersive journalism” has been postulated as being able to place us into the shoes of those whose feelings and experiences are distant to us. While virtual reality (VR) and 360-degree news videos have become widely available, it remains unclear how the consumption of content through immersive journalism affects users' attitudes.

Utilizing a between-subject laboratory-controlled experiment (N = 87) this study examined participant scores on the Human Rights Questionnaire before and after consuming 360-degree video immersive journalism content via VR (n = 31), 2D (n = 29), and Article (n = 27) formats. Collected data were analysed using statistical inference.

Results indicate that immersive journalism can elicit a positive attitudinal change in users, unlike an Article, with mobile VR having a more prominent effect than a 2D screen. Furthermore, this change is more strongly affected by users' higher Involvement in the content.

These findings are relevant for grasping the distinct effects novel and recently popularized technologies and media have on attitudinal change, as well as inform the current debate on the value of VR as “empathy machines”.

In recent years, there has been significant interest in adopting XR (extended reality) technologies such as VR (virtual reality) and AR (augmented reality), particularly in retail. However, extending activities through reality-mediation is still mostly believed to offer an inferior experience due to their shortcomings in usability, wearability, graphical fidelity, etc. This study aims to address the research gap by experimentally examining the acceptance of metaverse shopping.

This study conducts a 2 (VR: with vs. without) × 2 (AR: with vs. without) between-subjects laboratory experiment involving 157 participants in simulated daily shopping environments. This study builds a physical brick-and-mortar store at the campus and stocked it with approximately 600 products with accompanying product information and pricing. The XR devices and a 3D laser scanner were used in constructing the three XR shopping conditions.

Results indicate that XR can offer an experience comparable to, or even surpassing, traditional shopping in terms of its instrumental and hedonic aspects, regardless of a slightly reduced perception of usability. AR negatively affected perceived ease of use, while VR significantly increased perceived enjoyment. It is surprising that the lower perceived ease of use appeared to be disconnected from the attitude toward metaverse shopping.

This study provides important experimental evidence on the acceptance of XR shopping, and the finding that low perceived ease of use may not always be detrimental adds to the theory of technology adoption as a whole. Additionally, it provides an important reference point for future randomized controlled studies exploring the effects of technology on adoption.