Extended Reality (XR) affords an enhanced sense of bodily presence that supports experiential modes of comprehension and affective engagement which exceed the possibilities of conventional information delivery. Nevertheless, the psychological processes engendered by XR, and the manner in which these processes inform subsequent behavioural intentions, remain only partially delineated. The present study addresses this issue within an applied context by comparing non-immersive 2D viewing advertising with immersive XR experiential advertising. We examined whether XR strengthens internal responses to a product, specifically perceived comprehension and empathy, and whether these responses, in turn, influence the behavioural outcome of purchase intention. A repeated-measures two-way ANOVA demonstrated a significant main effect of advertising modality, with XR yielding higher ratings on all evaluative dimensions. Mediation analysis further indicated that the elevation in purchase intention was mediated by empathy, whereas no significant mediating effect was observed for comprehension within the scope of this study. These findings suggest that immersive XR experiences augment empathic engagement with virtual products, and that this enhanced empathy plays a pivotal role in shaping subsequent behavioural intentions.

翻译：扩展现实（XR）技术通过增强身体临场感，支持超越传统信息传递方式的体验式理解与情感参与模式。然而，XR所引发的心理过程及其如何影响后续行为意向的机制尚未得到充分阐释。本研究通过比较非沉浸式二维平面广告与沉浸式XR体验广告，在应用情境中探讨了这一问题。我们检验了XR是否能强化对产品的内在反应（特别是感知理解与共情），以及这些反应是否进而影响购买意向这一行为结果。重复测量双因素方差分析显示广告模态存在显著主效应，XR在所有评估维度上均获得更高评分。中介分析进一步表明，购买意向的提升是通过共情中介实现的，而在本研究范围内未观察到理解力的显著中介效应。这些发现表明，沉浸式XR体验能增强用户对虚拟产品的共情参与，且这种强化的共情在塑造后续行为意向中起着关键作用。