Future directions for mobile augmented reality research: Understanding relationships between augmented reality users, nonusers, content, devices, and industry
Abstract:As the field of mobile media studies continues to grow, researchers are focusing on new developments and trends in mobile technologies. One of these areas that has been garnering interest is mobile augmented reality (AR) technologies. While much of the earliest research in AR was primarily focused on answering computer science and engineering related questions, social science and humanities scholars have started taking note of AR as perhaps the next major development in mobile media. Given that much of this re… Show more
“…This study attempted to explore gamers' psychology, content, devices, and marketing of Pokémon GO and echoes what Liao [23] argued about the future directions of mobile augmented reality. Hence, professionals can apply the findings of this study to practice marketing through this type of games.…”
Section: Findings and Managerial Implicationsmentioning
This study presents the issues why gamers prefer mobility-augmented reality games to other types of game and what specific characteristics cause them to invest a large amount of their time on tireless game-play. Furthermore, the appeal of mobility-augmented reality games was studied to solve the above mentioned issues. Then, how human-computer interaction based on mobility-augmented reality games was promoted to create a new marketing mode was explored. Then, Pokémon GO, as the worldwide major mobility-augmented reality game, was selected as the research target in this study. The researcher interviewed 9 experts, collected 235 Knasei words from 33 articles, and surveyed 335 gamers through a questionnaire to collect the data about users' preferences. A preference-based study was believed to disclose the motivated reasons for the appeal of mobility-augmented reality games. The researcher analyzed the gathered Kansei concepts and questionnaires using the two-stage procedures, including evaluation grid method (EGM) and Quantification Theory Type I. During the first stage the hierarchy of the relationship among the types of appeal factors, the reasons for users' preferences, and the explicit design characteristics of Pokémon GO present the semantic structure of appeal and were determined using EGM through the accumulation of the review of articles and the interviews of experts. During the second stage the strongest two original evaluation items of Pokémon GO are determined as "social interaction" and "scenario interaction" based on the statistical analysis of Quantification Theory Type I, and their corresponding "upper-level" and "lower-level" considerations are proved to have influence on them. Finally, the paper found that the popularity of Pokémon GO can be ascribed to the design of the innovative models of game interaction, which targets the psychological preferences of gamers. This means that the interaction model between a customer and an enterprise can be developed outside the box and a new type of marketing can be formed. The study proved that the innovative models of interaction successfully drove gamers' motivations to play Pokémon GO. Designers and researchers of mobility-augmented reality games can absorb important information through this study. This study enriches the field of mobile communication, online marketing, and human-computer interaction in cyberspace.
“…This study attempted to explore gamers' psychology, content, devices, and marketing of Pokémon GO and echoes what Liao [23] argued about the future directions of mobile augmented reality. Hence, professionals can apply the findings of this study to practice marketing through this type of games.…”
Section: Findings and Managerial Implicationsmentioning
This study presents the issues why gamers prefer mobility-augmented reality games to other types of game and what specific characteristics cause them to invest a large amount of their time on tireless game-play. Furthermore, the appeal of mobility-augmented reality games was studied to solve the above mentioned issues. Then, how human-computer interaction based on mobility-augmented reality games was promoted to create a new marketing mode was explored. Then, Pokémon GO, as the worldwide major mobility-augmented reality game, was selected as the research target in this study. The researcher interviewed 9 experts, collected 235 Knasei words from 33 articles, and surveyed 335 gamers through a questionnaire to collect the data about users' preferences. A preference-based study was believed to disclose the motivated reasons for the appeal of mobility-augmented reality games. The researcher analyzed the gathered Kansei concepts and questionnaires using the two-stage procedures, including evaluation grid method (EGM) and Quantification Theory Type I. During the first stage the hierarchy of the relationship among the types of appeal factors, the reasons for users' preferences, and the explicit design characteristics of Pokémon GO present the semantic structure of appeal and were determined using EGM through the accumulation of the review of articles and the interviews of experts. During the second stage the strongest two original evaluation items of Pokémon GO are determined as "social interaction" and "scenario interaction" based on the statistical analysis of Quantification Theory Type I, and their corresponding "upper-level" and "lower-level" considerations are proved to have influence on them. Finally, the paper found that the popularity of Pokémon GO can be ascribed to the design of the innovative models of game interaction, which targets the psychological preferences of gamers. This means that the interaction model between a customer and an enterprise can be developed outside the box and a new type of marketing can be formed. The study proved that the innovative models of interaction successfully drove gamers' motivations to play Pokémon GO. Designers and researchers of mobility-augmented reality games can absorb important information through this study. This study enriches the field of mobile communication, online marketing, and human-computer interaction in cyberspace.
“…By following careful plans for making observations, we engage in a systematic and thoughtful process that deserves to be called research. This process includes 7 phases namely: (1) observing; (2) selecting promising variables; (3) deciding whom to observe; (4) deciding how to observe; (5) deciding when to observe; (6) deciding how to analyze data; and (7) interpreting data to make decisions [88]. By prefixing research with empirical observations, some powerful new ideas are added.…”
The implementation of usability in mobile augmented reality (MAR) learning applications has been utilized in a myriad of standards, methodologies, and techniques. The usage and combination of techniques within research approaches are important in determining the quality of usability data collection. The purpose of this study is to identify, study, and analyze existing usability metrics, methods, techniques, and areas in MAR learning. This study adapts systematic literature review techniques by utilizing research questions and Boolean search strings to identify prospective studies from six established databases that are related to the research context area. Seventy-two articles, consisting of 45 journals, 25 conference proceedings, and two book chapters, were selected through a systematic process. All articles underwent a rigorous selection protocol to ensure content quality according to formulated research questions. Post-synthesis and analysis, the output of this article discusses significant factors in usability-based MAR learning applications. This paper presents five identified gaps in the domain of study, modes of contributions, issues within usability metrics, technique approaches, and hybrid technique combinations. This paper concludes five recommendations based on identified gaps concealing potential of usability-based MAR learning research domains, varieties of unexplored research types, validation of emerging usability metrics, potential of performance metrics, and untapped correlational areas to be discovered.
“…L a realidad aumentada (RA) puede ser representada como la integración de objetos virtuales en 3D a entornos reales a fin de enriquecer su percepción en un ambiente no inmersivo. Asimismo, considera parte de lo que se cataloga como realidad mixta (Pan et al, 2006), la cual permite la transición entre lo real y lo virtual de forma natural (Abdoli-Sejzi & Bahru, 2015) y sincrónica, apoyada en su mayoría por dispositivos tecnológicos, como los móviles (Liao, 2018), y trae consigo ventajas dentro del ámbito educativo, como la motivación en los estudiantes (Marín-Díaz, Cabero-Almenara y Gallego-Pérez, 2018), y la mejora del rendimiento académico (Cabero-Almenara et al, 2019), razón por la cual ha sido utilizada en la enseñanza de idiomas (Redondo et al, 2019), las matemáticas (Álvarez-Sánchez et al, 2017), las ciencias sociales (Cózar-Gutiérrez y Sáez-López, 2017) y la medicina (Cabero-Almenara et al, 2018), por citar algunos ejemplos.…”
Aplicación de realidad aumentada centrada en el niño como recurso en un ambiente virtual de aprendizaje Augmented reality application centered on the child as a resource in a virtual learning
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