Research on Interactive Advertisement User Experience Based on VR Technology

Based on the continuous development of VR technology and its innovative application in various fields, this paper takes interactive advertisement as the starting point to further consider the impact of VR (virtual reality) technology on user experience.Through the study of relevant literature and practical application cases, interactive advertisement under VR technology is divided into three categories: Internet-based, mobile media and offline entities.Based on the sensory experience, interactive experience, emotional experience and other dimensions of user experience, the evaluation model is constructed and empirical research is carried out to evaluate, by combining Analytic Hierarchy Process (AHP) and fuzzy comprehensive evaluation method, user experience of interactive advertisement under VR technology.The results show that users attach most importance, when experiencing VR interactive advertisements, to the design of the process of “interactive experience”, including interactive content, interactive system, interactive function, interactive interface and so on.