Presence refers to the emotional state of users where their motivation for thinking and acting arises based on the perception of the entities in a virtual world. The immersion level of users can vary when they interact with different media content, which may result in different levels of presence especially in a virtual reality (VR) environment. This study investigates how user characteristics, such as gender, immersion level, and emotional valence on VR, are related to the three elements of presence effects (attention, enjoyment, and memory). A VR story was created and used as an immersive stimulus in an experiment, which was presented through a head-mounted display (HMD) equipped with an eye tracker that collected the participants’ eye gaze data during the experiment. A total of 53 university students (26 females, 27 males), with an age range from 20 to 29 years old (mean 23.8), participated in the experiment. A set of pre-and post-questionnaires were used as a subjective measure to support the evidence of relationships among the presence effects and user characteristics. The results showed that user characteristics, such as gender, immersion level, and emotional valence, affected their level of presence, however, there is no evidence that attention is associated with enjoyment or memory.
