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The Impact of Prior Experience on Customers Using a Mixed-Reality Shopping Assistant

2021 | Americas Conference on Information Systems | Citations: 0
Authors: Obermeier, Gabriele; Jain, Shubham; Auinger, Andreas; Werth, Dirk

Abstract: Novel digital technologies such as mixed reality furnish retailers with new mea ... Expand

Abstract: Novel digital technologies such as mixed reality furnish retailers with new means to enhance consumer experiences in omnichannel retailing. This study investigates the relationship between technology acceptance determinants, customers' experience, and behavioral shopping intentions. We developed a mixed reality shopping assistant application for Microsoft HoloLens 2 as the archetype that provides customers with product information, recommendations, reviews, product videos, the availability status, a virtual shopping cart, and the option to conduct the purchase. Compared to novice mixed reality users, participants with medium to high prior experience had stronger privacy concerns but perceived the system as easier to use and had higher usage intentions. Consequently, experienced users perceived a greater experience, developed a more positive attitude towards the retailer, and stronger purchase intentions when using the mixed reality application. Mediation analyses revealed that the relationship between technology adoption and customers' usage intentions was mediated by customers' experience. Collapse

Semantic filters: multiple linear regression gamification

Topics: usage intention technology adoption perceived usefulness information privacy concern perceived ease of use

Methods: mediation analysis regression analysis method survey multiple linear regression laboratory experiment

Theories: technology acceptance model
WEB SURVEY GAMIFICATION – INCREASING DATA QUALITY IN WEB SURVEYS BY USING GAME DESIGN ELEMENTS

2017 | European Conference On Information Systems | Citations: 0
Authors: Schacht, Silvia; Keusch, Florian; Bergmann, Nils; Morana, Stefan

Abstract: Researchers and survey designers face the challenge of low data quality as web s ... Expand

Abstract: Researchers and survey designers face the challenge of low data quality as web surveys are often not compelling. Thus, participants’ engagement declines while completing a survey resulting in participants tend to apply satisficing behavior (e.g., speeding, straight-lining) in order to complete the questionnaire or even break-off the completion of the questionnaire. Due to satisficing behavior, researchers are faced with the challenge of low data quality. Addressing this challenge, survey gamification promises to make web survey participation enjoyable, which might also engage participants to complete questionnaires by providing high-quality data. However, the research on the effects of gamifying web surveys (in particular on behavioral outcomes) is still inconclusive. Addressing this short-coming, we propose to examine the effects of two common game design elements – badges and a meaningful story – in an experimental study. Based on the theoretical background of gamification and the theory of cognitive absorption, we derive hypotheses and outline in detail our experimental design in this research-in-progress paper. Our proposed research study will contribute to research and practice by addressing an important challenge when conducting online surveys: the motivation to process surveys accurately. Collapse

Semantic filters: multiple linear regression gamification

Topics: data quality gamification cognitive absorption personality participatory design

Methods: survey experiment laboratory experiment experimental design oculometry

Theories: big five model

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The Impact of Prior Experience on Customers Using a Mixed-Reality Shopping Assistant

WEB SURVEY GAMIFICATION – INCREASING DATA QUALITY IN WEB SURVEYS BY USING GAME DESIGN ELEMENTS