Measuring virtual experience in a three-dimensional virtual reality interactive simulator environment: a structural equation modeling approach

Cheng, Li‐Keng; Chieng, Ming-Hua; Chieng, Wei-Hua

doi:10.1007/s10055-014-0244-2

Cited by 67 publications

(43 citation statements)

References 89 publications

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“…3D virtual experiences allow consumers to view products from different perspectives, angles and distances, as well as explore the different functions and feature of available products ( Jiang and Benbasat, 2004) with benefits for positive evaluations of the product. Similarly, the vividness of graphics positively stimulates the user's sensory perceptions through an increased level of interactivity (Cheng et al, 2014), by supporting mental imagery formation (Choi and Taylor, 2014), with benefits for consumers' potential to remember products and gain confidence in the online shopping process (Lee, 2012). Hence, the quality of graphics enhances the realism of the experience and the feeling of interaction within the real environment, while the high level of controllability provides users with a customised and comfortable experience, which may be able to reduce the constraints associated with the lack of physical contact with the product.…”

mentioning

confidence: 99%

To immerse or not? Experimenting with two virtual retail environments

Papagiannidis

Pantano

See-To

et al. 2017

ITP

115

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If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation.*Related content and download information correct at time of download. Charles DennisThe Business School, Middlesex University, London, UK, and Michael BourlakisCranfield School of Management, Cranfield University, Cranfield, UK Abstract Purpose -The purpose of this paper is to examine the determinants of users' simulated experience in a virtual store and to show the subsequent impact of that experience on engagement. The outcome of that engagement is examined in relation to enjoyment, satisfaction and purchase intentions. Design/methodology/approach -The method comprised an experiment comparing users' perceptions of a standard 2D online clothing store with an enhanced, immersive one that aimed to provide shopping value approaching that of a traditional store by using a 3D experience where participants wore special glasses and a data glove. Findings -Results demonstrate the major role of telepresence components in simulated experience and the critical role of that experience, along with hedonic and utilitarian values, in engagement. Purchase intention is influenced by satisfaction, which is in turn influenced by enjoyment and engagement. Engagement in turn is influenced by utilitarian and hedonic value and the experience of product simulation or telepresence, which is composed of control, colour and graphics vividness, and 3D authenticity. In the immersive, 3D environment, experience is more associated with engagement and enjoyment, leading to greater purchase intention. The immersive, 3D environment, thus, has the potential to rival traditional shopping in terms of experience, resulting in higher sales for retailers and satisfaction for consumers. Originality/value -This work has evaluated a robust model of purchase intention and demonstrated it to hold not only in a 3D environment on a conventional computer platform, but also in an immersive one, where participants wear special glasses and a data glove. Keywords Simulation, Online shopping, E-commerce (B2B/B2C/B2G/G2C), Virtual world The current issue and full text archive of this journal is available on Emerald Insight at: www.emeraldinsight.com/0959-3845.htm 1. Introduction Traditional store retailers have long used retail "atmos...

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mentioning

confidence: 99%

To immerse or not? Experimenting with two virtual retail environments

Papagiannidis

Pantano

See-To

et al. 2017

ITP

115

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“…There is evidence that perceived presence affects user assessments of interactive products: Cheng, Chieng & Chieng [7] present evidence that presence increases the feeling of flow (a positive experience in human-computer interaction), which in turn increases the user's positive attitude and usage desirability. This suggests an association between presence and usability, which is examined in this study.…”

Section: The Concept Of Presencementioning

confidence: 98%

Being there for real

Busch

Lorenz

Tscheligi

et al. 2014

Proceedings of the 8th Nordic Conference on Human-Computer Interaction: Fun, Fast, Foundational

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Presence, the participants' feeling of "being there" in an environment, is important for usability studies, as this can affect their outcomes. We aim at extending the concept of presence from virtual to real environments in the context of usability studies. We compare two environments -a virtual field environment (Cave Automatic Virtual Environment [CAVE]) and a real laboratory environment -in a betweensubjects study by means of presence. In both environments, we evaluate the usability and learnability of a mobile application. Data (n = 65) shows higher ecological validity for the real environment, but higher engagement as well as higher negative effects for the virtual environment. There is no significant difference between usability and learnability between the two environments. Presence factors are significantly related to usability in the two environments. The results suggest that -although there are differences in presence -virtual and real environments perform equally in usability studies.

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“…The first represents the extent to which users can modify the form and content of an environment in real time (Steuer, 1992); Cummings & Bailenson, 2016). Vividness refers to the quality of the images and the sense of movement in the surroundings (Coyle & Thorson, 2001;Cheng et al, 2014). The last component tends to be the one most examined in the studies on this topic, which follows the perspective of Cheng et al (2014), who suggest that the influential power of vividness is three times more than that of interactivity.…”

Section: T5 Experiential Marketing Overall This Topic Joins Studiementioning

confidence: 99%

“…Vividness refers to the quality of the images and the sense of movement in the surroundings (Coyle & Thorson, 2001;Cheng et al, 2014). The last component tends to be the one most examined in the studies on this topic, which follows the perspective of Cheng et al (2014), who suggest that the influential power of vividness is three times more than that of interactivity. and behavioural intention, it is indicated that when the threat levels of the programme and the PSA are both either low or high, exposure to the threatening information in the DAL (dedicated advertising location) does not generate a significantly higher feeling of telepresence.…”

Section: T5 Experiential Marketing Overall This Topic Joins Studiementioning

confidence: 99%

“…These studies tend to use real scenarios (films representing places, stores, destinations) which are visualized using VR equipment (e.g., Oculus Rift, HTC Vive, Google Cardboard, Samsung Gear VR), particularly since 2014 when this equipment became more accessible in the market. Although most studies (about 80%) tend to use graduate and undergraduate students, particularly those that develop experiments with a sample size between 100 and 200 (e.g., Panic et al, 2011;Cauberghe et al, 2011), when using real scenarios, the sample tends to be above 300 (e.g., Hyun & O'Keefe, 2012;Cheng et al, 2014). They tend to be quantitative studies where the most common statistical techniques are t-test, ANOVA, ANCOVA and structural equations.…”

Section: T5 Experiential Marketing Overall This Topic Joins Studiementioning

confidence: 99%

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Understanding the use of Virtual Reality in Marketing: A text mining-based review

Loureiro

Guerreiro

Eloy

et al. 2019

Journal of Business Research

230

137

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The current study intends to highlight the most relevant studies in simulated realities with special attention to VR and marketing, showing how studies have evolved over time and discussing the findings. A text-mining approach using a Bayesian statistical topic model called latent Dirichlet allocation is employed to conduct a comprehensive analysis of 150 articles from 115 journals, all indexed in Web of Science. The findings reveal seven relevant topics, as well as the number of articles published over time, the authors most cited in VR papers and the leading journals in each topic. The article also provides theoretical and practical implications and suggestions for further research.

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Measuring virtual experience in a three-dimensional virtual reality interactive simulator environment: a structural equation modeling approach

Cited by 67 publications

References 89 publications

To immerse or not? Experimenting with two virtual retail environments

To immerse or not? Experimenting with two virtual retail environments

Being there for real

Understanding the use of Virtual Reality in Marketing: A text mining-based review

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