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How Does Extended Reality Influence Consumer Decision Making? The Empirical Evidence from A Laboratory Experiment
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2022 | HICSS | Citations: 2
Authors: Xi, Nannan; Bampouni, Elpida; Hamari, Juho

Abstract: Extended reality (XR) technologies such as virtual reality (VR) and augmented re ... Expand

Abstract: Extended reality (XR) technologies such as virtual reality (VR) and augmented reality (AR) have been postulated to revolutionize many human endeavors commonly undertaken at a location such as work, education, shopping and so on. While this future scenario may become reality sooner or later in the future, it is an increasingly pertinent question how these technologies may affect our cognitive processing and related decision making. Especially in business and marketing, consumers’ decision making and choice plays the determining role in the business success. Therefore in this study we conduct a laboratory experiment in the shopping context for investigating the two main aspects of consumer decision making (quality and satisfaction) in four different extended reality conditions; physical reality, augmented reality, virtual reality and augmented virtuality (N = 160). The results show that XR technologies differentially influence consumer decision making. More specifically, AR had no significant effect on decision quality or satisfaction; while VR was positively associated with decision quality. In addition, there was no significant interaction effect between AR and VR on decision making. Collapse

Semantic filters: augmented virtuality

Topics: virtual reality decision making decision quality marketing management affordance

Methods: laboratory experiment parametric test between subject experiment cross sectional research ANOVA
The show must go on - virtualisation of sport events during the COVID-19 pandemic
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2021 | European Journal of Information Systems | Citations: 0
Authors: Westmattelmann, Daniel; Grotenhermen, Jan-Gerrit; Sprenger, Marius; Schewe, Gerhard

Abstract: Due to the high risk of COVID-19 transmission, many sport events, including orga ... Expand

Abstract: Due to the high risk of COVID-19 transmission, many sport events, including organised cycling competitions, have been cancelled. Nevertheless, staying active is important for individual well-being and professional athletes need to compete to earn their living. We propose that mixed-reality applications like ZWIFT allow people to conduct virtually mediated sports competitions, which resemble traditional sport realistically and could serve as a remedy for this contradiction. To test this proposition, we compare professional cyclists’ performance data from virtual competitions with data obtained from traditional cycling races and find that the physical activities are comparable. Thus, we contribute to the discussion on the distinctiveness of sports and eSport. Moreover, we interview 11 professional cyclists, who participated in virtual race series regarding their evaluation of the virtualisation of cycling events. Accordingly, we contribute to the literature on mixed-reality applications by focusing on user perceptions of a novel and physical dimension of virtually mediated interaction. Thereby, we apply the sports digitalisation framework proposed by Xiao et al. (2017). Professional athletes mainly perceive the virtualisation of sport as positive, but also mention some specific risks. Consequently, we derive implications for practice that include the supportive role of virtual sport to help master pandemics such as COVID-19. Collapse

Semantic filters: augmented virtuality

Topics: pandemic virtual world esport computer hardware extended reality

Methods: qualitative interview sentiment analysis electrocardiography qualitative coding survey
Employing Mixed Reality Applications: Customer Experience Perspective

2018 | HICSS | Citations: 6
Authors: Holopainen, Jani; Mattila, Osmo; Parvinen, Petri

Abstract: The study analyses twelve empirical cases employing different Mixed Reality (MR) ... Expand

Abstract: The study analyses twelve empirical cases employing different Mixed Reality (MR) applications: 1) 360videos, 2) augmented reality (AR) mobile applications, 3) augmented virtuality (AV), and 4) AV+AR. The empirical data in all cases consist of observations of users’ and potential customers’ experiences with different MR applications followed by qualitative interviews. The study assesses how various MR applications can create experience-centric services. The research focus is in service and sensory design as well as in customer experience management. The study results suggest that MR can provide new opportunities for prolonged customer experiences in terms of new encounters and cues, different sensory effects and improved social interactions among business representatives and fellow customers. Furthermore, MR experiences can generate positive word-of-mouth especially in cases with dramatic structures. Finally, the results suggest that the customers' willingness-to-interact with service personnel increase after a MR experience. Collapse

Semantic filters: augmented virtuality

Topics: user experience cloud computing smart device electronic commerce task productivity

Methods: qualitative interview design artifact qualitativ observational study

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Found 3 articles

How Does Extended Reality Influence Consumer Decision Making? The Empirical Evidence from A Laboratory Experiment

The show must go on - virtualisation of sport events during the COVID-19 pandemic

Employing Mixed Reality Applications: Customer Experience Perspective