Culture Matters: A Study on Presence in an Interactive Movie

A cross cultural study was conducted to test the influences of different cultural backgrounds on the user's presence experience in interacting with a distributed interactive movie. The effects of embodied interaction on presence were also investigated because embodiment is often used to enrich the experience and to reduce the complexity of distributed interaction. In absence of a clear definition of what cultural factors might influence presence, Dutch and Chinese participants were invited to the study to optimize cultural diversion. The results suggested that Chinese participants perceived more presence than Dutch participants in all conditions. The results also show that interaction methods (direct touch against remote control) had no influence, while embodiment (robot against screen agent) had mixed effects on presence.