Search results
1 – 10 of 56Sandra Maria Correia Loureiro, Ricardo Godinho Bilro and Fernando José de Aires Angelino
The purpose of this paper is to review studies on the use of virtual reality (VR) and gamification to engage students in higher education for marketing issues to identify the…
Abstract
Purpose
The purpose of this paper is to review studies on the use of virtual reality (VR) and gamification to engage students in higher education for marketing issues to identify the research topics, the research gaps and to prepare a future research agenda.
Design/methodology/approach
A literature review is performed based on two search terms applied to Web of Science, resulting in a final pool of 115 articles. A text-mining approach is used to conduct a full-text analysis of papers related to VR and gamification in higher education. The authors also compare the salient characteristics presented in the articles.
Findings
From this analysis, five major research topics are found and analysed, namely, teaching methodologies and education, experience and motivation, student engagement, applied theories in VR and gamification. Based on this and following the theory concept characteristics methodology framework, the paper provides directions for future research.
Originality/value
There is no comprehensive review exploring the topics, theories, constructs and methods used in prior studies concerning VR and gamification applied to higher education services based on all the articles published in well-regarded academic journals. This review seeks to provide deeper insights, to help scholars contribute to the development of this research field.
Propósito
En este documento se revisan los estudios sobre el uso de la realidad virtual (RV) y la Gamificación para involucrar a los estudiantes en la educación superior en marketing, se identifican los principales temas de investigación tratados, las lagunas de investigación y se sugiere una agenda futura de investigación.
Diseño/metodología/enfoque
Una revisión de la literatura basada en dos búsquedas en Web of Science (WOS) permitió identificar 115 artículos. La minería de textos se utilizó para realizar un análisis de texto completo de los artículos relacionados con RV y gamificación en la educación superior. Los autores también compararon las características más destacadas de los artículos.
Hallazgos
A partir de este análisis, se encuentran y analizan cinco grandes temas de investigación: metodologías de enseñanza y educación, experiencia y motivación, compromiso de los estudiantes, aplicadas a la RV y la gamificación. Basándose en esto y siguiendo el marco del TCCM, el artículo proporciona una agenda futura de investigación.
Originalidad/valor
No hay una revisión exhaustiva que explore los temas, las teorías, construcciones y métodos utilizados en estudios anteriores relativos a RV y gamificación aplicados a servicios de educación superior basados en todos los artículos publicados en revistas académicas. Esta revisión proporciona una panorámica más detallada y sugiere a los académicos nuevas líneas de trabajo para seguir desarrollando este campo de investigación.
目的
本文的目的是回顾为了提高学生参与高等教育而使用虚拟现实(VR)和游戏化的营销方面的研究,以确定它们的研究主题,研究差距,并以此准备未来的研究议程。
文章设计/方法
本文的文献综述是基于Web of Science的两个搜索词进行的,最终搜索出115篇文章。本文采用文本挖掘方法,对与高等教育中的虚拟现实和游戏化相关的论文进行全文分析。作者还比较了这些文章中呈现的显著特征。
研究结果
从这一调查中,我们发现并分析了五大研究主题,即教学方法与教育、体验与动机、学生参与、虚拟现实应用理论和游戏化。在此基础上,遵循理论概念、特征、方法论框架,为今后的研究提供了方向。
本文独创性/价值
目前,在权威学术期刊上发表的所有文章,都没有对以往关于虚拟现实和游戏化应用于高等教育服务的研究的主题、理论、结构和方法进行全面的综述。本文旨在提供更深刻的见解,以帮助学者们为这一研究领域的发展做出贡献。
Details
Keywords
Xusen Cheng, Ying Bao, Alex Zarifis, Wankun Gong and Jian Mou
Artificial intelligence (AI)-based chatbots have brought unprecedented business potential. This study aims to explore consumers' trust and response to a text-based chatbot in…
Abstract
Purpose
Artificial intelligence (AI)-based chatbots have brought unprecedented business potential. This study aims to explore consumers' trust and response to a text-based chatbot in e-commerce, involving the moderating effects of task complexity and chatbot identity disclosure.
Design/methodology/approach
A survey method with 299 useable responses was conducted in this research. This study adopted the ordinary least squares regression to test the hypotheses.
Findings
First, the consumers' perception of both the empathy and friendliness of the chatbot positively impacts their trust in it. Second, task complexity negatively moderates the relationship between friendliness and consumers' trust. Third, disclosure of the text-based chatbot negatively moderates the relationship between empathy and consumers' trust, while it positively moderates the relationship between friendliness and consumers' trust. Fourth, consumers' trust in the chatbot increases their reliance on the chatbot and decreases their resistance to the chatbot in future interactions.
Research limitations/implications
Adopting the stimulus–organism–response (SOR) framework, this study provides important insights on consumers' perception and response to the text-based chatbot. The findings of this research also make suggestions that can increase consumers' positive responses to text-based chatbots.
Originality/value
Extant studies have investigated the effects of automated bots' attributes on consumers' perceptions. However, the boundary conditions of these effects are largely ignored. This research is one of the first attempts to provide a deep understanding of consumers' responses to a chatbot.
Details
Keywords
Maria Gabriella Ceravolo, Vincenzo Farina, Lucrezia Fattobene, Elvira Anna Graziano, Lucia Leonelli and GianMario Raggetti
This study investigates whether colors red or blue in financial disclosure documents (Key Investor Information Documents – KIIDs) affect attention distribution toward the visual…
Abstract
Purpose
This study investigates whether colors red or blue in financial disclosure documents (Key Investor Information Documents – KIIDs) affect attention distribution toward the visual stimulus and the perception of financial attractiveness of the products.
Design/methodology/approach
In order to observe and measure financial consumers' visual attention, the unobtrusive methodology of eye-tracking is used on a sample of nonprofessional investors, applying an ecological protocol, through a cross-sectional design.
Findings
Financial information processing and visual attention distribution are influenced by the color of the KIID document, as red seems to attract attention, proxied by gazing behavior, more than blue. Red color, compared to blue, is also observed to push investors to rate the products as less financially attractive, especially when the product Risk Reward Profile is high.
Practical implications
The findings highlight the role of the basic visual properties of documents conveying financial information, prompting to investigate the unconscious and automatic mechanisms of individual's attention and its influence on decision making.
Originality/value
Using the eye-tracking tool, this study bridges neuroscience, color research, marketing and finance and provides new knowledge on the underlying neural mechanisms of financial consumers' behavior.
Details
Keywords
Nicolai Jørgensgaard Graakjær and Anders Bonde
The purpose of this paper is to advance the understanding of sound branding by developing a new conceptual framework and providing an overview of the research literature on…
Abstract
Purpose
The purpose of this paper is to advance the understanding of sound branding by developing a new conceptual framework and providing an overview of the research literature on non-musical sound.
Design/methodology/approach
Using four mutually exclusive and collectively exhaustive types of non-musical sound, the paper assesses and synthesizes 99 significant studies across various scholarly fields.
Findings
The overview reveals two areas in which more research may be warranted, that is, non-musical atmospherics and non-musical sonic logos. Moreover, future sound-branding research should examine in further detail the potentials of developed versus annexed object sounds, and mediated versus unmediated brand sounds.
Research limitations/implications
The paper provides important insights into critical issues that suggest directions for further research on non-musical sound branding.
Practical implications
The paper identifies an unexploited terrain of possibilities for the use of sound in marketing and branding.
Originality/value
The paper identifies a subfield within sound-branding research that has received little attention despite its inevitability and potential significance.
Details
Keywords
Eveline van Zeeland and Jörg Henseler
Vendors’ social cues – physical or behavioural hints – have an impact on the professional buyer. However, little is known about that impact. The purpose of this paper is to place…
Abstract
Purpose
Vendors’ social cues – physical or behavioural hints – have an impact on the professional buyer. However, little is known about that impact. The purpose of this paper is to place knowledge about the impact of social cues that other disciplines acquired in the context of business-to-business (B2B) marketing to contribute constructively to the research agenda.
Design/methodology/approach
By integrating findings on the processing of social cues and the behavioural response from the disciplines of neuroscience, biology and psychology (specifically the behavioural inhibition system [BIS]/behavioural activation system [BAS]-theory), this paper aims to provide an interdisciplinary perspective on the automatic evaluation of vendors by professional buyers.
Findings
Social cues are likely to be of substantial value in the (first) encounter between buyer and seller. Positively evaluated social cues create an approach-motivated behavioural intention, whereas negatively evaluated ones create avoidance. This process is probably predominantly mediated by trust and moderated by personality and contextual factors.
Research limitations/implications
This paper stimulates research about the impact of social cues in a B2B context. While such knowledge would add practical value, this paper also explores possibilities for managers to use neuroscientific techniques to assess and train sales agents.
Originality/value
The impact of social cues is hardly covered in the B2B marketing literature, but they have an important impact on B2B decision-making. The conceptual framework combines the BIS/BAS theory (approach/avoidance) with the SOR-model (stimulus-organism-response), which is unique to the B2B marketing field.
Details
Keywords
The purpose of this paper is to examine the effects of corporate social responsibility, social media marketing, sales promotion, store environment and perceived value on a…
Abstract
Purpose
The purpose of this paper is to examine the effects of corporate social responsibility, social media marketing, sales promotion, store environment and perceived value on a purchase decision in the retail sector.
Design/methodology/approach
A quantitative research methodology was used and the data were collected from 278 customers of retail stores in Malaysia. The collected data were analysed using SPSS 19 and structural equation modelling on AMOS.
Findings
The findings showed that corporate social responsibility has significant positive effects on a purchase decision, whereas sales promotion has a negative effect on purchase decision. The outcomes of this study also indicated that store environment has a significant positive effect on consumers’ purchase decisions. Contrary to expectations, the findings revealed that the effect of social media marketing on purchase decision is insignificant. Finally, the results showed that perceived value has a significant positive effect on a purchase decision.
Originality/value
The findings of this study contribute to an understanding of the importance of the selected factors in affecting a consumer’s purchase decision in the retail industry.
Details
Keywords
Hansani Chathurika Dassanayake and Asanka Senevirathne
The purpose of this paper is to investigate the impact of design of e-servicescapes on student engagement in distance education (DE), and examine whether this impact is mediated…
Abstract
Purpose
The purpose of this paper is to investigate the impact of design of e-servicescapes on student engagement in distance education (DE), and examine whether this impact is mediated by student experience quality.
Design/methodology/approach
Quantitative research approach based on cross-sectional survey design was adapted where data were collected using a structured questionnaire. Sample consisted of 252 undergraduates registered in the DE platform in Sri Lanka and was drawn using a simple random sampling technique. Collected data were analysed using the structural equation modelling.
Findings
Data analysis revealed that there is a direct significant impact of e-servicescapes on student engagement while this impact is partially mediated by student experience quality in the Sri Lankan context. Meantime, the social presence feature of e-servicescapes has the highest impact on student engagement.
Practical implications
Findings of the study provide an empirically validated model to boost up the student engagement and significantly contribute to the designing of the e-servicescapes of the DE institutes in order to offer a superior service to a wide array of stakeholders.
Originality/value
Even though e-servicescapes have been recognised as a driver of customer behaviour, the concept is fairly unexplored in the educational context. Due to its practical applicability in the DE context, this study contributes to the existing knowledge by presenting a novel conceptual model developed based on multiple theories to identify its impact on student behaviour.
Details
Keywords
Elyria Angela Kemp, Kim Williams, Dong-Jun Min and Han Chen
The purpose of this paper is to examine the psychological influence that the presence of music has on consumers’ evaluations of the service environment. Specifically, it…
Abstract
Purpose
The purpose of this paper is to examine the psychological influence that the presence of music has on consumers’ evaluations of the service environment. Specifically, it investigates how emotion regulation processes and the impact of emotions/mood are linked to consumers’ evaluation of service and product quality.
Design/methodology/approach
An exploratory study was conducted using industry professionals in order to garner insight about the value of music and its benefits in the service environment. A field experiment was then conducted to test hypotheses.
Findings
Industry professionals offer implicit theories about the value of music. Specifically, they propose that music can be used to help customers regulate emotions and improve mood, enhance the customer experience and help in attracting new consumer segments. Results from the field experiment found that those exposed to music were likely to improve mood, express more favorable evaluations of the service and product quality of the establishment, as well as exhibit stronger intentions to continue to patronize the establishment.
Practical implications
Using live music in the service environment can be beneficial to organizations by improving customers’ emotional/psychological status as well as their evaluation of the consumption experience.
Originality/value
This research contributes to the existing literature by demonstrating how emotion regulation processes and the impact of emotions/mood are linked to consumers’ evaluation of service and product quality. Also, support for mood congruency judgment is found. Participants in the field study who had been exposed to music indicated that they made efforts to improve their mood and subsequently had more favorable judgments of service and product quality.
Details
Keywords
Haejoo Han, Sujin Park and Kyung Hoon Hyun
A series of research has focused on how virtual reality (VR) technology itself influences consumers' perceptions and attitudes. However, little is known about consumers' unique…
Abstract
Purpose
A series of research has focused on how virtual reality (VR) technology itself influences consumers' perceptions and attitudes. However, little is known about consumers' unique perceptions and behaviours that can be generated by the specific factors of the virtual stores that they visit. Therefore, the authors examine how the specific aspects of the virtual stores that consumers see on screens – namely, the opacity of virtual stores' exterior design can impact consumer perceptions and behaviours.
Design/methodology/approach
Across three studies, the authors employed 3D modelling software (Rhino 6 and Unity) and 3D architectural visualisation software (Twinmotion) to create 360° VR videos for the manipulation of the virtual store exterior design. The authors performed ANOVA and regression analyses with three studies, a total of 858 responses.
Findings
Results showed that virtual stores' opaque exterior design can promote product preferences, and this link is serially mediated by store prestige perceptions and product quality perceptions. In addition, this effect is particularly prominent among those with higher involvement in design elements.
Originality/value
By suggesting important design variables to virtual stores, it advances the emerging literature on VR. Furthermore, to our knowledge, this research is the first to highlight the importance of exterior opacity of a virtual store, and it deepens our understanding of how the opaque exterior of virtual stores influences store perceptions and consumer behaviours.
Details