Article
Management
Robert Kozinets
Summary: This paper aims to provide service researchers with a new qualitative approach, called immersive netnography, to study the service experiences of immersive technologies. The article develops the scope, definition, and procedures for immersive netnography through logical argumentation and follows established methodological rules. The limitations of conducting high-quality netnography are also discussed. Furthermore, the paper highlights the ethical and cultural considerations in studying service experiences in immersive technology contexts and proposes a new market research method for industries and organizations.
JOURNAL OF SERVICE MANAGEMENT
(2023)
Article
Business
Mark Gleim, Heath McCullough, O. C. Ferrell, Colin Gabler
Summary: This research explores the impact of the metaverse on services marketing and identifies various research opportunities. The metaverse introduces a new paradigm for customer experience, allowing service researchers to advance the field by examining existing theory shortcomings.
JOURNAL OF SERVICES MARKETING
(2023)
Article
Computer Science, Interdisciplinary Applications
Dai-In Danny Han, Yoy Bergs, Natasha Moorhouse
Summary: This paper critically reviews literature on virtual reality consumer experience escapes and discusses the issues in its design and application, as well as the impacts on consumer health and well-being. It presents future considerations and a sequential research agenda.
Article
Computer Science, Interdisciplinary Applications
John Dudley, Lulu Yin, Vanja Garaj, Per Ola Kristensson
Summary: Virtual Reality (VR) and Augmented Reality (AR) are not widely adopted yet, but advancements in technology and cost reductions may lead to wider diffusion in society. To maximize accessibility and inclusion, it is important to consider the diverse needs of users and minimize exclusion.
Review
Computer Science, Interdisciplinary Applications
Shaveta Dargan, Shally Bansal, Munish Kumar, Ajay Mittal, Krishan Kumar
Summary: Augmented Reality (AR) is a technology that modifies the perception of real-world images by overlaying digital data on them. It has diverse applications in various fields and is distinct from virtual reality.
ARCHIVES OF COMPUTATIONAL METHODS IN ENGINEERING
(2023)
Article
Business
Taeshik Gong, JungKun Park
Summary: This study investigates the effects of augmented reality (AR) technology characteristics on customer citizenship behavior, and demonstrates the conflicting mechanisms of customer immersion and customer fatigue. The study also explores the boundary conditions of customer experience. The findings show that AR technology has a positive impact on customer citizenship behavior, with customer immersion playing a positive mediating role and customer fatigue playing a negative mediating role. Furthermore, customer experience strengthens the positive mediation effect of customer immersion and weakens the negative mediation effect of customer fatigue.
JOURNAL OF RETAILING AND CONSUMER SERVICES
(2023)
Article
Computer Science, Information Systems
Nannan Xi, Juan Chen, Filipe Gama, Marc Riar, Juho Hamari
Summary: This study examines the impact of Augmented Reality (AR) and Virtual Reality (VR) on the difficulty of everyday tasks. Findings from a shopping-related task experiment show that AR significantly affects workload, particularly in terms of mental demand and effort, while VR has no significant effect on any workload dimensions. There is a significant interaction effect between AR and VR on physical demand, effort, and overall workload.
INFORMATION SYSTEMS FRONTIERS
(2023)
Article
Computer Science, Cybernetics
Anping Cheng, Dongming Ma, Younghwan Pan, Hao Qian
Summary: This study investigates the impact of augmented reality (AR) quality on immersion and the effects of immersion on perceived usefulness and ease of use. The findings reveal that higher-quality AR enhances immersion, and aesthetic experience contributes to an escapist experience. Both dimensions of immersion contribute to perceived usefulness, while the aesthetic experience of museum visits contributes to perceived ease of use. The results provide insights into designing AR systems for use in museums.
INTERNATIONAL JOURNAL OF HUMAN-COMPUTER INTERACTION
(2023)
Article
Chemistry, Multidisciplinary
Carmen Bachiller, Jose M. Monzo, Beatriz Rey
Summary: The new generation has significantly changed the way they engage with cultural contents, replacing traditional media with audiovisual language. Museums are facing a major challenge to survive as cultural symbols in this new paradigm by incorporating new audiovisual languages into their exhibitions and providing appealing online content. This study presents a case study of using augmented reality and virtual reality (AR/VR) in a technological heritage museum. The results show that young visitors highly appreciate these technologies, which not only enhance the real visit to the museum through AR but also enable online visits through VR.
APPLIED SCIENCES-BASEL
(2023)
Article
Computer Science, Artificial Intelligence
Ching Ping Kwok, Yuk Ming Tang
Summary: Nowadays, customer-centric innovation plays a crucial role in affective design, aiming to meet the needs of a specific group of customers for sales and marketing. Designing a novel and innovative product that appeals to customers remains challenging due to various factors, such as understanding customer preferences and optimizing technical and aesthetical design elements. To address this, a sophisticated optimization technique called the Fuzzy multi-criteria decision-making (MCDM) approach is proposed, which combines the Hybrid Fuzzy-based Analytical Hierarchy Process and the Integral-based Taguchi Method. This approach helps identify essential factors and design parameters for product enclosure design based on customer preferences and technical requirements.
ADVANCED ENGINEERING INFORMATICS
(2023)
Article
Business
Oihab Allal-Cherif
Summary: This article examines how cathedrals can utilize augmented and virtual reality, as well as artificial intelligence, to offer rich cultural, historical, and religious experiences. Through multiple case studies, it is found that immersive technologies can preserve cathedrals and allow visitors to explore inaccessible areas from the comfort of their own homes, resulting in profound spiritual experiences.
TECHNOLOGICAL FORECASTING AND SOCIAL CHANGE
(2022)
Article
Environmental Studies
Xiaojun Fan, Xinyu Jiang, Nianqi Deng
Summary: This study explores the application of augmented reality (AR) and virtual reality (VR) in tourism from an integrated perspective and confirms the importance of presence as the core feature of AR/VR in tourism. The study findings show that presence has both direct and indirect effects on tourism experience through the mediators of value perception and psychological response. Additionally, the study identifies simulation type and social interaction as positive moderators of the effect of presence on tourism experience, while prior visitation has a negative moderating effect.
TOURISM MANAGEMENT
(2022)
Article
Business
Yogesh K. Dwivedi, Laurie Hughes, Yichuan Wang, Ali A. Alalwan, Sun J. (Grace) Ahn, Janarthanan Balakrishnan, Sergio Barta, Russell Belk, Dimitrios Buhalis, Vincent Dutot, Reto Felix, Raffaele Filieri, Carlos Flavian, Anders Gustafsson, Chris Hinsch, Svend Hollensen, Varsha Jain, Jooyoung Kim, Anjala S. Krishen, Jared O. Lartey, Neeraj Pandey, Samuel Ribeiro-Navarrete, Ramakrishnan Raman, Philipp A. Rauschnabel, Amalesh Sharma, Marianna Sigala, Cleopatra Veloutsou, Jochen Wirtz
Summary: The initial hype surrounding Meta Platforms' vision for the metaverse has evolved into ongoing discussions about its impact on users, organizations, and society at large. The potential for consumer interaction with brands within the metaverse is a subject of significant debate in marketing circles, highlighting both challenges and transformative opportunities. This study explores the marketing implications of widespread adoption of the metaverse, drawing on expert insights to identify new research directions and propose a framework that offers valuable contributions to academia, practice, and policy-making. It concludes with a checklist for researchers, clarifying how the metaverse can benefit digital marketing and advertising, branding, services, value creation, and consumer well-being.
PSYCHOLOGY & MARKETING
(2023)
Article
Computer Science, Information Systems
Ruowei Xiao, Aleksi Vianto, Asif Shaikh, Oguz'oz' Buruk, Juho Hamari, Johanna Virkki
Summary: This article proposes an overarching architecture for seamlessly integrating Radio Frequency Identification (RFID) and virtual reality (VR). Through a comprehensive literature review, the authors identify key design themes and technical affordances of RFID within the VR context. The proposed architecture is demonstrated through three use cases, showcasing the potential and augmentation of RFID in VR applications.
Article
Information Science & Library Science
Ayoung Suh
Summary: This study examines the effects of users' cognitive appraisals on the emotional, behavioral, and social consequences in the context of social virtual reality (VR). The findings reveal that users' perceived opportunities in social VR are more influenced by technological opportunities, while perceived threats are more affected by social threats. The study also highlights the positive impact of users' continuance intention on behavioral engagement and social self-efficacy.
INFORMATION TECHNOLOGY & PEOPLE
(2023)
Article
Business
Frank Mathmann, Mathew Chylinski
Summary: Consumers' locomotion orientation plays a key role in determining the perceived value of products chosen from a two-option set. Providing choice offers consumers a sense of active control, particularly engaging for those with high locomotion orientation. However, expanding the choice set to six options does not have the same impact.
EUROPEAN JOURNAL OF MARKETING
(2022)
Article
Business
Tim Hilken, Mathew Chylinski, Debbie Keeling, Jonas Heller, Ko de Ruyter, Dominik Mahr
Summary: AR and VR have different advantages in the retail sector, with AR being more effective in stimulating purchase intentions and VR being better suited for improving brand attitudes. Combining AR and VR can enhance purchase intentions and brand attitudes, but the sequence of deployment is crucial, with AR followed by VR yielding better results.
PSYCHOLOGY & MARKETING
(2022)
Review
Business
Tim Hilken, Debbie Keeling, Mathew Chylinski, Ko Ruyter, Maja Golf Papez, Jonas Heller, Dominik Mahr, Saifeddin Alimamy
Summary: The article discusses a research agenda for studying the psychological mechanisms underlying consumer experiences with reality-enhancing technologies. It identifies research directions in four application areas and emphasizes the importance of balancing potential advantages and disadvantages to guide impactful technological development.
PSYCHOLOGY & MARKETING
(2022)
Review
Business
Robert Ciuchita, Jonas Heller, Sarah Koecher, Soeren Koecher, Thomas Leclercq, Karim Sidaoui, Susan Stead
Summary: Gamification has gained significant attention and application in various industries, but its study in the service field has been limited. This research integrates interdisciplinary literature on gamification and emphasizes its relevance to service research. By employing activity theory, the study derives four higher-order functions of gamification and proposes a research agenda to further explore its aspects in service contexts.
JOURNAL OF SERVICE RESEARCH
(2023)
Article
Business
Tim Hilken, Jonas Heller, Debbie I. Keeling, Mathew Chylinski, Dominik Mahr, Ko de Ruyter
Summary: The study investigates how augmented reality (AR) technology can assist customers in bridging imagination gaps, leading to increased purchase intentions and behavior. Specifically, AR-generated imagery of bundled products at the point-of-sale enhances both intended and actual purchases. Additionally, AR deployed at distant points in the purchase funnel improves purchases through enhanced self-projection, with effects moderated by customers' thinking styles.
JOURNAL OF INTERACTIVE MARKETING
(2022)
Article
Management
Tim Hilken, Mathew Chylinski, Ko de Ruyter, Jonas Heller, Debbie Isobel Keeling
Summary: The authors explore neuro-enhanced reality (NeR) as a novel approach for enhancing service communication and propose a research agenda based on the combination of neuroscientific research and augmented reality and virtual reality.
JOURNAL OF SERVICE MANAGEMENT
(2022)
Review
Management
Silke Herold, Jonas Heller, Frank Rozemeijer, Dominik Mahr
Summary: This paper aims to achieve a collective understanding of the capabilities required for digital procurement transformation (DPT) by integrating theory about dynamic capabilities (DCs) through a systematic literature review. The developed conceptual model provides a framework for procurement leaders to strategize about digitally transforming the procurement organization and understanding potential performance outcomes.
INTERNATIONAL JOURNAL OF PHYSICAL DISTRIBUTION & LOGISTICS MANAGEMENT
(2023)
Article
Psychology, Multidisciplinary
Jonas Heller, Dominik Mahr, Ko de Ruyter, Eric Schaap, Tim Hilken, Debbie I. Keeling, Mathew Chylinski, Carlos Flavi, Timothy Jung, Philipp A. Rauschnabel
Summary: This study uses a bibliographic approach to analyze current research on augmented reality (AR) and human behavior. The results reveal three major topics of interest to researchers, namely Education, Learning & Training Research, Marketing, Consumer Behavior & Business Research, and Digital Tourism & Cultural Heritage Research. Furthermore, it is found that AR research is concentrated in a few research groups who publish articles with similar groups of authors and limited collaboration outside their networks. Based on the coauthorship networks of AR experts, a research agenda for AR and human behavior research is proposed.
COMPUTERS IN HUMAN BEHAVIOR
(2023)
Editorial Material
Psychology, Multidisciplinary
Dominik Mahr, Jonas Heller, Ko de Ruyter
COMPUTERS IN HUMAN BEHAVIOR
(2023)
Article
Psychology, Multidisciplinary
Pauline Pfeifer, Tim Hilken, Jonas Heller, Saifeddin Alimamy, Roberta Di Palma
Summary: This research demonstrates that augmented reality smart glasses (ARSGs) outperform AR on touchscreen devices in terms of consumer perception, shopping experience, and purchase intention in the context of in-store retail. The findings highlight the importance of implementing ARSGs in-store and provide effective strategies for retailers.
COMPUTERS IN HUMAN BEHAVIOR
(2023)
