Emotional Response to Extended Realities: The Effects of Augmented and Virtual Technologies in a Shopping Context

Bujić, Mila; Xi, Nannan; Hamari, Juho

doi:10.24251/hicss.2021.077

Cited by 4 publications

(5 citation statements)

References 31 publications

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“…This is achieved either by transplanting information into the real-life context with AR, or by examining it in a completely virtual space in VR. AR and VR are also often researched in conjunction (see e.g., Cipresso et al 2018;Li et al 2018;Ong and Nee 2013;Steffen et al 2019), and, more recently, the umbrella term XR has been used to refer to both AR and VR together (Bujić et al 2021;Chuah 2019;Dwivedi et al 2021;Gong et al 2021). However, it is uncertain if the use levels and perceptions of industrial companies differ between these technologies, or whether common adoption factors affect their implementation in the organizational context.…”

Section: Literature Reviewmentioning

confidence: 99%

Extended reality technologies in small and medium-sized European industrial companies: level of awareness, diffusion and enablers of adoption

et al. 2022

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Augmented reality (AR) and virtual reality (VR), collectively referred to as “extended reality” (XR), have begun to diffuse in industry. However, the current levels of awareness, perceived limitations, and use of AR and VR, as well as the potential differences on these aspects between these technologies are still not well known. Moreover, it is unknown whether small and medium-sized enterprises (SMEs) differ from large companies on these issues. This research employed a mixed methods research design to address this gap by carrying out a cross-sectional survey (n = 208) to gauge European industrial companies’ level of AR and VR awareness and adoption, and by interviewing 45 companies in nine European countries in order to identify critical enabling factors in the adoption of XR for SMEs. Results show no statistical difference between the respondents’ perceptions toward AR and VR or in their use levels. Thus, examining AR and VR under the umbrella term XR seems justified, especially in the context of their organizational use. However, larger companies were found to be using XR more than SMEs. Analysis of interviews based on the technology–organization–environment framework also yielded several enabling factors affecting XR adoption and specified whether they are particularly highlighted in the SME context. Overall, this paper contributes to XR research by providing a holistic multi-country overview that highlights key issues for managers aiming to invest in these technologies, as well as critical organizational perspectives to be considered by scholars.

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Section: Literature Reviewmentioning

confidence: 99%

Extended reality technologies in small and medium-sized European industrial companies: level of awareness, diffusion and enablers of adoption

et al. 2022

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“…Among the top 10 authors with the greatest number of publications related to AR(4) and the number of citations received (295 in Scopus) is Pantano E, who is shown to be one of the most prolific authors in this field. Other relevant contributions in this field of AR are by (Alimamy & Gnoth, 2022; Álvarez Márquez & Ziegler, 2019; Bujic et al, 2021; Heller et al, 2019a). The prominent topics in the field include AI, mobile devices and emerging technologies, adoption of AR in retail, AR experience in e-commerce and AR and mixed reality.…”

Section: Discussionmentioning

confidence: 99%

“…Among the top 10 authors with the greatest number of publications related to AR(4) and several citations received (295 in Scopus) is Pantano E, who is shown to be one of the most prolific authors in the field of AR in retail. Other relevant contributors are Alimamy, Alvarez Marquez, Chylinski, Hamari and Heller (Alimamy & Gnoth, 2022; Álvarez Márquez & Ziegler, 2019; Bujic et al, 2021; Heller et al, 2019a).…”

Section: Discussionmentioning

confidence: 99%

Unveiling Augmented Reality Trends in the Retail Industry: A Systematic and Bibliometric Review

Sharma

2023

Paradigm: A Management Research Journal

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The goal of the study is to conduct a systematic literature review and bibliometric analysis to look at the publication patterns in the field of augmented reality (AR) because it has a rich intellectual structure and would be useful for identifying new research trends. The study examined 278 documents from Scopus that were published between 1999 and 2022. Biblioshiny software was used to conduct performance analysis and science mapping analysis. The findings of the study examined the corpus performance, country performance, authors’ performance, journal performance and article performance along with the methodological preferences of researchers in relation to AR in retailing. The prominent topics in the field include artificial intelligence, new devices and other emerging technologies, adoption of AR in retail and AR experience in e-commerce.

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“…Additionally, AR may help in visualizing memory in the real world. Previous studies have found that VR and AR can enhance memory recognition and make positive changes to emotions (Bujić et al , 2021). We also identified AR as the predominant technology for food trial activities and virtual try-on shopping experiences.…”

Section: Multisensory Extended Reality In Different Tourism Domains A...mentioning

confidence: 99%

Impact of multisensory extended reality on tourism experience journey

Santoso

Wang

Windasari

2022

JHTT

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Purpose The use of extended reality (XR) to create memorable experiences has attracted considerable attention, especially in tourism. Multisensory XR offers a new way of virtually previewing a destination before physical holidays. This study aims to explore how multisensory XR can be used at each stage of the tourism experience journey. This study established a model for how destination-image formation is affected by multisensory XR in each phase of tourism experience. Design/methodology/approach The authors followed the preferred reporting items for systematic reviews and meta-analyses guidelines to review studies published between 2013 and 2020, gathered from four research databases. The authors identified the predominant XR technology and sensory stimuli based on the characteristics of various tourism domains. The authors synthesized the previous studies to explain destination-image formation by using multisensory XR. Findings This study summarized the XR study distribution among the three stages of the tourism experience journey. The authors identified the predominant sensory stimuli and dominant XR application and developed a destination-image formation model by using multisensory XR. Originality/value This study highlights the holistic approach of multisensory XR in the tourism experience journey in relation to various tourism domains. It also contributes to destination-image formation in the virtual environment by providing multisensory experiences of predominant sensory stimuli at each stage.

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Emotional Response to Extended Realities: The Effects of Augmented and Virtual Technologies in a Shopping Context

Cited by 4 publications

References 31 publications

Extended reality technologies in small and medium-sized European industrial companies: level of awareness, diffusion and enablers of adoption

Extended reality technologies in small and medium-sized European industrial companies: level of awareness, diffusion and enablers of adoption

Unveiling Augmented Reality Trends in the Retail Industry: A Systematic and Bibliometric Review

Impact of multisensory extended reality on tourism experience journey

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