With the development of virtual media technology, the status of permanent presence is becoming people’s daily lives, and affects people's perception of the outside world. In order to measure the respondent’s cognition of virtual presence, this paper adopts semi-structured interviews with Zaltman metaphor extraction technique, innovatively through three encoding procedures including open encoding, relational encoding and core encoding, to extract the constructs of the respondent’s inner cognition of presence, and to analyze constitutive relationship among the constructs and extract the shared constructs. Therefore, we can get deeper insights of the audience’s thoughts by mind mapping for the theme of presence. The result shows that the audience's cognition of the presence effect is focusing four destination constructs, including convenient or not, interesting or not, meaning / meaningless, real / virtual, which are interacted by three connectors, including media technology, needs and social contact. The study concludes that the former two are positive factors, the latter two are complicated factors, and returns the personal constructs to the specifc text of the interview to get effective interpretations.