This research examined the effects of regulatory fit on media users' enjoyment of interactions with a virtual interlocutor and feelings of social presence and self-presence in the 3D virtual environments (VEs) of Second Life. Results from a two (regulatory focus state: promotion vs. prevention) × two (regulatory strategy: eagerness means vs. vigilance means) between-subjects full-factorial experiment demonstrated that the regulatory fit between regulatory focus state and means for goal pursuit in computermediated communication (CMC) within 3D VEs increases users' enjoyment, feelings of presence, and postexperimental healthy eating intentions. A path analysis further revealed the mediating roles of social presence and self-presence. Theoretical and methodological contributions as well as practical implications are discussed.
ASJC Scopus subject areas
- Control and Systems Engineering
- Human-Computer Interaction
- Computer Vision and Pattern Recognition