Conference Agenda

As immersive media grows, brands increasingly adopt multisensory design, with ASMR emerging as a key auditory tool. How ASMR interacts with visual content to influence consumer product evaluation remains underexplored. Grounded in multisensory integration and processing fluency theory, this study employed three experiments (N=630) to examine their joint effects on immersive experience and purchase intention. Results indicate that ASMR generally enhances consumer evaluation, but its effect depends on visual richness. With low visual richness (color), ASMR adds sensory cues and enhances immersive experience. With moderate visual richness (3D), ASMR’s effect diminished. With high visual richness (close-up), ASMR may induce overload and reduce effectiveness. Overall, ASMR and visual richness exhibit an inverted U-shaped effect. These findings deepen understanding of multisensory integration and provide guidance for achieving sensory balance and designing human-centred, responsible brand experiences.

This study reinterprets the EKB model from an experiential perspective to examine electric vehicle (EV) consumer decision-making in Taiwan and extends the influence factors in the modified EKB model. Based on semi-structured interviews, the findings reveal how experience operates differently across five stages. Regarding internal factors, personal beliefs are identified as a long-term factors of problem recognition stage, while “Consumer experience with product/brand” is extended to include vicarious experience and experiential control. Post-purchase experience generates affect that, together with “Switching cost”, re-initiates evaluation cycles. Regarding external factors, real experiences from “Role of third parties” can shorten or bypass search and alternative evaluation stages. The study contributes by introducing experience forms as an analytical lens to explain how experience advances decision-making. It also suggests that EV brands should strategically design key touchpoints to enhance decision-making and foster long-term loyalty.

Technological advances have made VR interactions more natural, yet fatigue and social awkwardness persist. Microgestures offer a promising solution. However, prior research has focused mainly on the index finger, leaving the thumb’s potential as a stable, low-fatigue ray-casting modality underexplored. This study conducted two experiments to examine whether the thumb can function as an effective technique for 3D pointing in VR. Experiment 1 compared four input methods: VR controller, hand tracking, index-finger pointing, and thumb pointing. The controller was most efficient, while hand tracking provided greater stability but higher fatigue. Both microgestures outperformed hand tracking in efficiency and fatigue reduction. Experiment 2 examined thumb and index-finger pointing on horizontal and vertical target planes. Vertical layouts facilitated faster and more efficient pointing. The index finger was more efficient overall, but the thumb caused slightly less fatigue during vertical interactions. These findings provide valuable guidance for the design of microgesture-based VR interaction.

Icons are essential visual elements in vehicle cabins, serving as key conduits for presenting information. As in-vehicle infotainment systems grow increasingly complex, it becomes critical to understand how different types of icons influence the interaction effectiveness across different user groups. This study investigates the effects of icon type and individual cognitive differences on in-vehicle interaction effectiveness, employing a 2×2 mixed experimental design with two independent variables: icon type (i.e., abstract versus concrete) and drivers’ construal level (i.e., high versus low). Results show that icon type significantly affects reaction time, perceived matchiness, and cognitive fluency, while construal level independently modulates cognitive fluency. These findings underscore the value of aligning icon concreteness with users’ cognitive styles to enhance cognitive fluency, reduce visual demand, which may improve decision accuracy in driving-related interactions. This research provides actionable insights for the design of personalized, context-aware visual interfaces that promote safer and more efficient driving.

This study investigates how system motion enhances aesthetic experience and shapes users’ interpretation of brand style. Using Windows 11, macOS, and HarmonyOS as representative cases, the study analyses four categories of system animations through a motor-level framework comprising temporal, spatial, and transformational attributes. Twelve motion samples were coded, and participants evaluated each sample using perceptual adjectives. The results show that consistent attribute patterns across functional categories lead to stable aesthetic tendencies, while differences emerge from how each system repeatedly applies these attributes. These attribute biases create distinct perceptual profiles, indicating that motion can function as a subtle medium for expressing brand style through the aesthetic experiences it elicits.

Technical solutions dominate current approaches to smartphone overheating, yet user-centred strategies that exploit zonal thermal perception remain underexplored. This study examined how contact region (thumb, index finger, thenar eminence), surface temperature (36.0-43.5°C), and exposure duration (0s vs. 120s) jointly shape thermal experience. Thirty adults completed trials with a prototype featuring hotspots at high-frequency grip locations, rating perceived heat and thermal dissatisfaction using two Borg CR-10 items. A PERMANOVA revealed a significant Area × Temperature interaction (F = 10.35, p < .001): the thenar eminence showed disproportionately higher ratings at ≥ 42 °C than the other areas. Main effects of temperature and duration were also significant (p < .001), indicating discomfort intensifies with hotter surfaces and prolonged contact. These findings provide an empirical basis for strategic thermal zoning, placing or redirecting heat away from high-sensitivity regions, and complement hardware-level cooling with ergonomically informed design.