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In this study, we aim to understand the video as potential behavioral triggering means. Therefore, we have applied the theory of triggers and media richness to learn about the triggering efficiency of mobile marketing videos on participants' behavioral intentions. In our experiment, we have employed three distinct test groups to carry the experiment, each group comprising of 41 student participants.We discovered that different kinds of videos based on media richness theory have quite similar effects on triggering behavioral changes. However, the mechanic of why triggers happen was different for each video. The results also show that most important reason for triggering any kind of effects was the consumer position in information search process. In addition, the instructionally designed videos were able to create affective triggering impact, as the more participants liked the video, more it affected their participation intention and recall scores. This study extends the media richness research by demonstrating that the effect of media richness can vary within the technically similar videos as they form different logical connections of non-verbal visual cues related to video's storyline.

Abstract:Mobile Augmented Reality (MAR) is gaining a strong momentum to become a major interactive technology that can be applied across domains and purposes. The rapid proliferation of MAR applications in global mobile application markets has been fueled by a range of freely-available MAR software development kits and content development tools, some of which enable the creation of MAR applications even without programming skills. Despite the recent advances of MAR technology and tools, there are still many challenges associated with MAR from the User Experience (UX) design perspective. In this study, we first define UX as the emotions that the user encounters while using a service, a product or an application and then explore the recent research on the topic. We present two case studies, a commercial MAR experience and our own Virtual Campus Tour MAR application, and evaluate them from the UX perspective, with a focus on emotions. Next, we synthesize the findings from previous research and the results of the case study evaluations to form sets of challenges, opportunities and best practices related to UX design of MAR applications. Based on the identified best practices, we finally present an updated version of the Virtual Campus Tour. The results can be used for improving UX design of future MAR applications, thus making them emotionally engaging.

<p class="Abstract"><strong>Abstract--</strong>The user’s emotional involvement plays an important role in adopting new technologies. The level of engagement with and adoption of new digital applications depends on various personal, contextual, and emotional factors. In our study, we assessed the personal factors, such as gender differences, of perceiving and adopting technologies such as virtual reality (VR), augmented reality (AR), and conventional video. Furthermore, we assessed what kind of emotions are involved in and invoked by the context of new technologies. This is a quantitative study in which students were asked to perform experiments on VR, AR, and conventional videos. After the experiments, participants were asked to fill out a predefined survey about their emotional reactions to the experiments. The results show, unlike the prior research, that female participants were more enthusiastic about the usage of new technologies than males. The user experience of VR, AR and conventional videos triggered more positive emotions among females than males. For practitioners, the results  suggest that the audio-visual technologies could engage more females than males. For academics, this study provides further research on how to trigger users to adopt new audio-visual technologies<em>. </em></p>

This paper details the concept development process for an interactive and augmented reality based application that compensates for attending Orientation Week at a higher education institution. The application will help freshmen learn about the institution's environment and campus, degree program, and course curriculum before school starts. For efficiency and to elicit high emotional engagement, various pedagogical and technological approaches are used for presenting the content, such as gamification and augmented reality. Awareness of their future learning environment, study path, and course details helps students reduce their fear of failure, and this, in turn, prevents educational withdrawal. In addition to raising awareness, the interactive augmented learning for orientation application saves educational institutions significant time and resources by preparing new students for their educational journey on their personal mobile devices. The contribution of this paper is both for academicians and practitioners regarding the process for developing an innovative concept.