Entomophagy (or insects eating) is seen as a new, sustainable, and promising protein alternative for consumers in Western countries. Although eating insects is not new for many cultures (e.g., Asian culture), it represents a novel and unconventional eating practice in the Western world (e.g., United States and Europe), often characterized by food taboos and by a negative advertising in the media.

Immersive Virtual Environment Technology (IVET) has emerged as a relevant technology in the marketing environment, with increased use in the retail context (O’Brien, 2016). As its use increases, there is a need to better understand its impact on consumer behavior and the experience that it delivers. Therefore, this study proposes a research model that captures the key constructs in understanding consumer acceptance behavior of the innovative technology used in marketing and how it impacts the brand experience. The objective of this study is to examine 1) antecedents (i.e., message fit and personal innovativeness) that may impact user’s attitude toward the IVET advertisement and self-image congruence, and 2) the transfer of positive or negative IVET advertisement attitude to behavioral intention. Survey was distributed at a large Southern university in USA. Out of 213 survey completed, 143 was usable. Hypotheses were tested using the structural equation model (SEM) analysis with maximum likelihood method (AMOS 23). The results showed that message fit had no significant impact on ad attitude and self-image congruence. Personal innovativeness had positive impact on ad attitude, but not on self-image congruence. Ad attitude had no effect on self-image congruence while having significant positive impact on offline store and online store visit intentions. Lastly, self-image congruence influences both offline and online store visit intentions. The results demonstrate that evaluation of the virtual world brand experience (i.e., attitude toward the IVET advertisement) is a strong predictor of user behavior toward the brand. A consumer’s interactions with a brand in the virtual environment may provide important information about the consumer’s desire to develop a relationship with the brand in other marketing channels, and serves as an opportunity for the marketer to assist in the buying process. Further, personal characteristic such as personal innovativeness may have a significant impact on a their attitude toward the IVET marketing which further leads to consumer’s decision to visit the online and offline store. In addition, self-image congruence were found to positively affect user’s intention to visit the stores, such that consumers who perceive their brand experience as more consistent with their self-image are more likely to consider purchasing the brand in the real world. The results suggest that some consumers may tend to behave in ways that are congruent with their self-identity across marketing channels.

본 연구에서는 교양지구과학과목을 수강하는 36명의 예비과학교사를 대상으로 가상현실(VR)의 사용을 한 차시에 걸쳐 시도하였다. 수업을 하기 전과 후에 구성주의 학습환경 조사(CLES)를 실시하였다. CLES의 주된 초점은 수업이 학생중심 수업환경을 얼마나 잘 보조하고 지원하는가다. 학생의 자신의 수업환경에 대한 사전 및 사후검사는 여섯가지 하위 영역으로 나뉜다.: 학생적절성, 비판적 시각, 교실통제의 나눔, 학생 간의 타협, 과학적 불확정성, 태도이다. 아울러 가상현실에 대한 미래교사의 인식에 대한 설문지도 실시하였다. 미래의 과학교사들이 가상현실 자료를 교실에서 사용하는 것에 대하여 어떻게 생각하는가를 본 연구를 통해 알아보고자 했다. 이들 결과를 바탕으로 교사 주도의 수업환경을 학생의 적극적 참여를 유도하는 수업에로의 변화를 도모하는 것과 같은 기존에 연구되지 않은 측면을 제안하여가상현실의 잠재력에 대한 보다 완벽한 이해를 꾀하려 하였다.