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Measuring and Comparing Immersion in Digital Media Multitasking

Measuring and Comparing Immersion in Digital Media Multitasking
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Author(s): Hao Wang (Department of Computer Science, National Chiao Tung University, Taiwan), Chien-Wen Ou Yang (Department of Computer Science, National Chiao Tung University, Taiwan) and Chun-Tsai Sun (Department of Computer Science, National Chiao Tung University, Taiwan)
Copyright: 2020
Pages: 24
Source title: Interactivity and the Future of the Human-Computer Interface
Source Author(s)/Editor(s): Pedro Isaias (Information Systems and Technology Management School, The University of New South Wales, Australia) and Katherine Blashki (Victorian Institute of Technology, Australia)
DOI: 10.4018/978-1-7998-2637-8.ch007

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Abstract

In terms of digital media usage, immersion refers to user involvement in and focus on a single activity. However, the commonality of multi-tasking raises questions regarding whether one could enjoy immersion when using more than one media at the same time. Self-report questionnaires and eye trackers were used to measure the immersive experiences while playing video games and watching a television program at the same time. While we found evidence of immersion across the two activities while multitasking, some immersion dimensions were significantly weaker. However, we also noted that immersion experiences from multiple media might be cumulative. A possible explanation for our results is that the act of switching between two media compensated for any down time, users could abandon a less attractive medium and switch to the other, resulting in an impression of continuous immersion in the overall multitasking experience. On the other hand, keeping active awareness of other media beyond the current focus might be a primary cause of immersion degradation.

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