The Effect of Ergonomic Design of 360° Video Ads on Enhancing Immersion Among Generation Z in E-Commerce Experiences: A Quasi-Experimental Study

Mohsen Mohamed Mubarak, Shaymaa

doi:10.21608/jsb.2025.411476.1960

The Effect of Ergonomic Design of 360° Video Ads on Enhancing Immersion Among Generation Z in E-Commerce Experiences: A Quasi-Experimental Study

Document Type : Original Article

Author

shaymaa mohsen mohamed mubarak

south vally university

10.21608/jsb.2025.411476.1960

Abstract

This study examines how 360° immersive video advertising enhances user engagement by applying ergonomic principles to create digital advertising environments that address users' physical and psychological needs, ensuring an enjoyable and sustainable experience. Grounded in Flow Theory, the research evaluates immersion levels among Generation Z users compared to immersive ads that do not apply ergonomic principles.. The study hypothesizes that advertisements designed with cognitive ergonomic principles can enhance both sensory and cognitive immersion, thereby influencing users' flow experiences. It posits statistically significant differences between experimental and control groups in immersion and flow levels, along with correlational and causal relationships between design quality, immersion, and flow. Using a quasi-experimental design, the study involved 100 media and communication technology students divided equally into two groups: an experimental group (n=50) exposed to an ergonomically-designed immersive ad (optimized for comfort, usability, and control), and a control group (n=50) exposed to an immersive ad that did not apply ergonomic principles.
Results revealed statistically significant differences favoring the experimental group in immersion levels. Furthermore, findings demonstrated that ergonomic design quality positively enhances both immersion and flow states.

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