Parallax Scrolling in a hedonic context : Does it influence the reader’s experience?

• Main Author: Ilbratt, Cajsa-Stina
• Format: Others
• Language: English
• Published: Linnéuniversitetet, Institutionen för datavetenskap och medieteknik (DM) 2021
• Subjects: Parallax Scrolling; Storytelling; User Experience; 3D; Hedonic; Immersive.; Media and Communication Technology; Medieteknik
• Online Access: http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-105961

This study examines to which extent parallax scrolling can influence the immersive experience in a hedonic context. Parallax scrolling is a technique that creates an illusion of depth which occurs when several layers of graphics move at different speeds. Research in the field advocates that parallax scrolling is most effective when it is used in a hedonic context. Hence the hypothesis for the study is that parallax scrolling will be perceived as being more immersive in the context of a web story than a non-parallax web story. The study was conducted using an A/B test where the results were analysed using a two-sample t-test. The t-test revealed no significant difference between the two groups in most aspects. However, an indication that could be seen was that the participants who had tested the parallax scrolling prototype felt more immersed in the story and thought that the web story conveyed a sense of depth opposite to those how tested the non-parallax prototype. Results of the study also showed that parallax technique could have a negative effect on the user experience when it was not well executed. But further research with a lager sample is needed to determine a more conclusive result. KeywordsParallax Scrolling,