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1 – 10 of over 13000
Article
Publication date: 26 April 2023

Xiaohong Wu and Ivan Ka Wai Lai

This study aims to construct a two-step model to examine how passive (mental imagery and immersion) and active (engagement) responses build a spatial presence in 360° virtual…

Abstract

Purpose

This study aims to construct a two-step model to examine how passive (mental imagery and immersion) and active (engagement) responses build a spatial presence in 360° virtual tours by constructing the spatial situation. This study further tests the difference between first-time and repeat users in building a spatial presence.

Design/methodology/approach

Systematic sampling was applied to collect data. Valid data from 355 participants were analysed using partial least squares structural equation modelling.

Findings

The results show that other than the direct effect of engagement on spatial presence, the spatial situation partially mediates the effects on the spatial presence of two passive responses. Through comparative analysis of the three models, this study confirms that the two-step model provides a better fit for the data. For repeat users, the spatial situation is the major source of spatial presence.

Practical implications

The results offer suggestions for destination marketers to develop effective virtual tours to induce the spatial presence of repeat users and first users.

Originality/value

This study contributes a two-step model for researchers to consider the mediating role of the spatial situation in further studies in the context of virtual reality (VR) tourism. This study also helps researchers design their future VR research in tourism by elucidating the roles of passive and active psychological responses in determining spatial presence.

研究目的

该研究构建了一个两步模型, 以检查被动(心理意象和沉浸)和主动(参与)反应如何通过构建空间情境在 360° 虚拟旅游中构建空间存在。 这项研究进一步测试了初次使用者和重复使用者在建立空间呈现感方面的差异。

研究设计/方法/途径

本研究应用系统抽样来收集数据。 使用 PLS-SEM 分析了来自 355 名参与者的有效数据。

研究发现

结果表明, 除了参与对空间存在的直接影响外, 空间情况部分地调节了两种被动反应对空间存在的影响。 通过对三种模型的比较分析, 本研究证实了两步模型可以提供更好的数据拟合。 对于重复用户来说, 空间情境是空间呈现感的主要来源。

实践意义

研究发现为目的地营销人员提供了建议, 以开发有效的虚拟旅游从而诱导重复用户和首次用户的空间呈现。

研究原创性

本研究为研究人员提供了一个两步模型, 以考虑空间状况在 VR 旅游背景下的进一步研究中的中介作用。 这项研究还通过阐明被动和主动心理反应在确定空间呈现中的作用, 帮助研究人员设计他们未来的旅游 VR 研究。

Details

Journal of Hospitality and Tourism Technology, vol. 14 no. 4
Type: Research Article
ISSN: 1757-9880

Keywords

Article
Publication date: 5 December 2017

Linwan Wu and Matthew A. Stilwell

Location-based mobile games, like Pokémon GO, have been tremendously prevalent in recent years. Marketing professionals have considered this type of game as a promising marketing…

1886

Abstract

Purpose

Location-based mobile games, like Pokémon GO, have been tremendously prevalent in recent years. Marketing professionals have considered this type of game as a promising marketing platform. The purpose of this study is to explore the marketing potential of location-based mobile games by examining players’ responses to sponsors featured in Pokémon GO.

Design/methodology/approach

A survey was conducted among gamers of Pokémon GO to examine the psychological process of the gameplay, and how it influences some marketing outcomes. A conceptual model was built based on the survey results.

Findings

Results indicated that gamers of Pokémon GO experienced spatial presence, which positively influenced their attitudes toward and intentions to visit the sponsors. Moreover, spatial presence was positively influenced by players’ game engagement, perceived mobility and contextual perceived value. Some motives of playing Pokémon GO were also identified, including the entertainment motive and social motive.

Originality/value

This study is the first one to analyze the marketing potential of Pokémon GO, which is a successful location-based mobile game. The results are meaningful to marketing professionals who are interested in this innovative media platform. This study is also the first one to apply the theory of spatial presence to the investigations of this type of game. It showcases the power of this theory in guiding the research of interactive marketing with mobile gaming.

Details

Journal of Research in Interactive Marketing, vol. 12 no. 1
Type: Research Article
ISSN: 2040-7122

Keywords

Article
Publication date: 10 June 2021

S. Sreejesh, Juhi Gahlot Sarkar and Abhigyan Sarkar

The purpose of this study is to empirically examine the impact of technology-enabled service co-creation on patients' service patronage behaviour in healthcare retailing. The…

1175

Abstract

Purpose

The purpose of this study is to empirically examine the impact of technology-enabled service co-creation on patients' service patronage behaviour in healthcare retailing. The first objective is to examine the mediating roles of spatial presence and co-presence in the relationship between technology enabled co-creation and service experience. The second objective is to investigate if healthcare service experience impacts patients' relationship value with hospitals and subsequent patronage intention.

Design/methodology/approach

Data were collected from a sample of 516 customers of three leading hospitals in India during the social isolation period of COVID-19. The data were analysed using structural equation modelling.

Findings

The study results demonstrate that customers' favourably perceived technology-enabled co-creation generates feelings of spatial presence and co-presence in the technology-enabled platform. The feeling of presence enhances patients' health care service experiences which in turn predict their relationship value perceptions towards the healthcare service provider. Co-presence dominates as a mediator in terms of magnitude over spatial presence. The favourable value perception positively impacts patients' intention to come back to the same hospital.

Research limitations/implications

The study uses cross-sectional data, which does not incorporate any temporal variations in the investigated relationships. The study does not account for differences in government vs. private undertakings of healthcare system.

Practical implications

The findings envisage a digital healthcare retail system, where hospitals can enhance patients' perceptions of healthcare service experience, relational value and re-patronage intention, based on the digital mediated environment design elements, i.e. spatial presence and co-presence. As co-presence is a dominant factor, ensuring that human healthcare experts (rather than technology based e-service elements like chatbots) participate in healthcare service co-creation is of prime importance to provide enriching service experience to the patients.

Originality/value

The value of the research lies in extending the theories of presence, UTAUT and S-O-R to understand digital healthcare retailing, in order to identify the mechanism of how online co-creative platform can generate hospital patronage behaviour among patients through the serial mediation of presence, augmented service experience and relationship value.

Details

International Journal of Retail & Distribution Management, vol. 50 no. 1
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 17 May 2022

Harish Kumar and Ritu Srivastava

This study aims to examine the role of augmented reality (AR) in online impulse behaviour for highbody-involvement products. This study further explores whether flow and spatial

2096

Abstract

Purpose

This study aims to examine the role of augmented reality (AR) in online impulse behaviour for highbody-involvement products. This study further explores whether flow and spatial presence mediate the link between AR and online impulse behaviour.

Design/methodology/approach

The authors collected 255 responses from shopping mall visitors and used SPSS (21.0) (PROCESS macro) and AMOS 21.0 to test the hypothesised model.

Findings

The findings reveal that AR virtual try-on significantly influences online impulse behaviour by providing hedonic value and reducing product risk prior to purchase. Second, flow and spatial presence partially and complementarily mediate the relationship between AR characteristics, hedonic value, and product risk.

Originality/value

Theoretically, this study extends the literature on AR and online impulse behaviour from a psychological perspective, and it broadens managers' understanding of how they can use AR as a tool to increase sales.

Details

International Journal of Retail & Distribution Management, vol. 50 no. 10
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 28 October 2021

Jihye Park and Dongwoo Ko

The purpose of the present research was to examine the effects of content, spatial, temporal and social presences stimulated by augmented reality (AR) technology on game enjoyment…

Abstract

Purpose

The purpose of the present research was to examine the effects of content, spatial, temporal and social presences stimulated by augmented reality (AR) technology on game enjoyment and continuing behavioral intention.

Design/methodology/approach

A total of 355 mobile AR game players participated in an online survey posted via the nationwide crowdsourcing web service in the US. A structural equation modeling was conducted using a maximum-likelihood estimation procedure to test the relationships among the variables.

Findings

Results of structural equation modeling revealed the mechanism through which multiple dimensions of presence on the mobile AR game generated positive effects on consumer responses and showed the effects of four dimensions of presence stimulated by the AR technology on game enjoyment, performance and behavioral intention. Content, spatial, temporal and social presences are integrated to create a sense of realness. These dimensions of presence simultaneously increased game enjoyment that influenced the perceived game performance, commitment to it and ultimately the intention to play other mobile AR games.

Originality/value

Although AR technology brings a unique experience to the game player, research on the effects of its use in mobile games on consumer responses is currently limited. The results of this study add value to the existing mobile game literature and provide practical insights for mobile game service providers on how to enhance players’ game enjoyment and continuing behavior.

Article
Publication date: 16 May 2023

Eugene Cheng-Xi Aw, Garry Wei-Han Tan, Keng-Boon Ooi and Nick Hajli

The present study aims to propose a framework elucidating the attributes of mobile augmented reality (AR) shopping apps (i.e., spatial presence, perceived personalization and…

Abstract

Purpose

The present study aims to propose a framework elucidating the attributes of mobile augmented reality (AR) shopping apps (i.e., spatial presence, perceived personalization and perceived intrusiveness) and how they translate to downstream consumer-related outcomes (i.e., immersion, psychological ownership and stickiness to the retailer).

Design/methodology/approach

By conducting a questionnaire-based survey, 308 responses were collected, and the data were submitted to partial least square structural equation modeling (PLS-SEM) and artificial neural network (ANN) analyses.

Findings

A few important findings were generated from the present study. First, attributes of mobile augmented reality shopping apps (i.e., spatial presence, perceived personalization and perceived intrusiveness) influence stickiness to the retailer through immersion and consumer empowerment in serial. Second, immersion positively influences psychological ownership. Third, the optimum stimulation level moderates the relationship between spatial presence and immersion. Lastly, a post-hoc exploratory finding yielded by the multigroup analysis uncovered the moderating effect of gender.

Originality/value

This study offers a novel contribution to the smart retail literature by investigating the role of mobile AR shopping apps in predicting consumers' stickiness to the retailer. A holistic framework elucidating the serial mediating effect of immersion and consumer empowerment, and the moderating roles of optimum stimulation level and gender were validated.

Details

Internet Research, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1066-2243

Keywords

Article
Publication date: 15 May 2017

Matevz Juvancic and Spela Verovsek

Spatial identity is an important constituent of general cultural identity in that it provides its share of continuity, sustainability, character and inertia. The purpose of this…

Abstract

Purpose

Spatial identity is an important constituent of general cultural identity in that it provides its share of continuity, sustainability, character and inertia. The purpose of this paper is to trace spatial identity’s formulation, reflection and perception within the mainstream media. The authors are particularly interested in spatial identity’s general aspect, consisting of architectural and other elements that give spatial character to places, making them both common and recognisable at the same time. The proposed spatial identity presence index is one of the indicators through which stakeholders in cultural heritage management could monitor, and even manage, the public perception of built heritage’s wider context.

Design/methodology/approach

The research seeks wider relevance through the development of new methodology that combines web search services, visual data quantification, and data mining methods, and compares this with expert opinion. The research methodology is showcased and established in terms of the connection between the fundamental work in relation to Slovenian architectural landscapes from the pre-internet era and spatial identity’s web reflection as broadcast and collectively co-shaped by the internet-permeated society more than 20 years after the internet’s inception.

Findings

The findings indicate that results based on expert opinion and results acquired by counting spatial character carrier elements are aligned.

Originality/value

The introduced index of web-sourced spatial identity presence measures web-projected spatial characteristics in selected settlements. It is applicable in similar cases where the existing body of work on local spatial identity allows it, and can be used for comparative purposes. It also has social, economic and political connotations.

Details

Journal of Cultural Heritage Management and Sustainable Development, vol. 7 no. 2
Type: Research Article
ISSN: 2044-1266

Keywords

Article
Publication date: 31 August 2023

Chongyang Chen, Kem Z.K. Zhang, Zhaofang Chu and Matthew Lee

In the growing information systems (IS) literature on metaverse, augmented reality (AR) technology is regarded as a cornerstone of the metaverse which enables interaction…

1149

Abstract

Purpose

In the growing information systems (IS) literature on metaverse, augmented reality (AR) technology is regarded as a cornerstone of the metaverse which enables interaction services. Interaction has been identified as a core technology characteristic of metaverse shopping environments. Based on previous human–technology interaction research, the authors further explicate interaction to be multimodal sensory. The purpose of this study is thus to better understand the unique nature of interaction in AR technology and highlight the technology's benefits for shopping in metaverse spaces.

Design/methodology/approach

An experiment has been conducted to empirically examine the authors' research model. The authors use the structural equation modeling (SEM) approach to analyze the collected data.

Findings

This study conceptualizes image, motion and touchscreen interactions as the three dimensions of multimodal sensory interaction, which can reflect visual-, kinesthetic- and haptic-based sensation stimulation. The authors' findings show that multimodal sensory interaction of AR activates consumers' intention to purchase via a psychological process. To delineate this psychological process, the authors use feelings-as-information theory to posit that experiential factors can influence cognitive factors. More specifically, multimodal sensory interaction is shown to increase multisensory experience and spatial presence, which can effectively reduce product uncertainty and information overload. The two outcomes have been considered to be key issues in online shopping environments.

Originality/value

This study is one of the first ones that shed light on the multimodal sensory peculiarity of AR interactions in the extant IS literature. The authors further highlight the benefits of AR in addressing major online shopping concerns about product uncertainty and information overload, which are largely overlooked by prior research. This study uses feelings-as-information theory to explain the impacts of AR interactions, which reveal the essential role of the experiential process in sensory-enabling technologies. This study enriches the existing theoretical frameworks that mostly focus on the cognitive process. The authors' findings about AR interactions provide noteworthy guidelines for the design of metaverse environments and extend the authors' understanding of how the metaverse may bring benefits beyond traditional online shopping settings.

Details

Internet Research, vol. 34 no. 1
Type: Research Article
ISSN: 1066-2243

Keywords

Open Access
Article
Publication date: 6 July 2023

Inma Rodríguez-Ardura, Antoni Meseguer-Artola and Qian Fu

An integrative model that predicts users' stickiness to WeChat is built. In the proposed model, perceived value plays a dual mediating role in the causal pathway from users'…

1411

Abstract

Purpose

An integrative model that predicts users' stickiness to WeChat is built. In the proposed model, perceived value plays a dual mediating role in the causal pathway from users' immersive experiences of presence and flow to their engagement and stickiness. Furthermore, presence is treated as a bi-dimensional construct made up of spatial feelings and the sense of being in company, and users' engagement is conceived as cognitive, affective and behavioural contributions to WeChat's marketing functions.

Design/methodology/approach

The authors develop a measurement instrument and analyse data from a survey of 917 WeChat users. They use a hybrid partial least squares-structural equation modelling (PLS-SEM) and neural network approach to confirm the reliability and validity of the measurement items and all the relationships between the constructs.

Findings

The paper provides robust evidence about the mediating influences of both utilitarian and hedonic value on users' engagement with the immersive experiences of presence and flow. An additional finding highlights the role of social norms in engagement and stickiness.

Originality/value

Rather than studying the effects of the immersive experiences of presence and flow from either a hedonic or a utilitarian perspective, the authors consider how immersive experiences shape both utilitarian and hedonic value, as well as their joint impact (along with that of social norms) on users' engagement and stickiness.

Details

Online Information Review, vol. 48 no. 2
Type: Research Article
ISSN: 1468-4527

Keywords

Article
Publication date: 25 March 2021

Yining Wang, Eunju Ko and Huanzhang Wang

Due to the lack of relevant literatures on the application of mobile augmented reality (AR) service in beauty industry, the purpose of this study is to explore the impact of the…

11786

Abstract

Purpose

Due to the lack of relevant literatures on the application of mobile augmented reality (AR) service in beauty industry, the purpose of this study is to explore the impact of the mobile AR service on consumers' purchase behavior and brand awareness in beauty industry. And this study also wants to identify the different effects of the relationship among flow experience (concentration, playfulness and exploratory behavior), decision comfort and purchase intention moderated by different levels of consumer characteristics (individualism and fashion innovativeness).

Design/methodology/approach

This study set up a research model based on SOR model. The study used AR mobile app named “Youcam Makeup” as stimulus to do the questionnaire survey. First, the authors describe the way to use this AR mobile app and make sure each participant experience this app for about 5 min to understand AR well and finally, finished the questionnaire. SPSS and AMOS were used to do data analysis.

Findings

The results of this study showed that first, in the field of fashion and beauty makeup, compared with the ability to control or modify virtual contents – the perception of vividness, reality and aesthetics – are more relevant to consumers. Second, besides the playfulness that AR provides, AR technology can also encourage exploratory behavior in consumers, which will directly affect their intention to purchase. Finally, when using mobile AR technology, consumers with different levels of individualism or fashion innovativeness will gain different perceptions of their purchase intention.

Research limitations/implications

First, the study targets millennial female consumers. The future studies can be conducted on consumers of different age groups. Second, the sampling of this study is insufficient; if it had more samples, the results would be more accurate. Finally, AR is integrated into people's lives; therefore, to not be limited to millennial consumers, demographic characteristics need to be applied to future research.

Practical implications

This study provides a theoretical basis for marketers to formulate marketing strategies. First of all, marketers can use this technology to provide consumers with a more vivid and specific online shopping experience. Second, technical developers can focus on developing the features of AR with the strongest consumer perception based on the results of this study. Finally, this study researched consumer traits that can deepen understanding of both emerging technologies and consumer behavior as compared to research only on mobile AR services. Marketers need to understand the characteristics of consumers when making marketing plans and expand the characteristics of AR technology corresponding to the characteristics of consumers to attract consumers with different attributes.

Social implications

By using interactive technology, the brand can be closer to consumers and provide help and fun for consumers when they consume online. AR can also lead to future tool reuse behavior, thus establishing long-term relationships with consumers. More than that, AR can be used with the mobile phone, which can be used anytime and anywhere, eliminating space and time constraints. Therefore, the brand can establish cheap and extensive technology as a marketing strategy. Also, it can become one of the most common marketing tools.

Originality/value

This research fills the gap in the literature on mobile AR technology in the beauty industry. Such knowledge will not only facilitate the online development of brands but also help support retailers' development in the beauty industry, providing necessary capabilities for the expansion and application of this new technology. With regard to marketing strategies, the study on consumer characteristic provides the knowledge foundation for marketers to create marketing strategies, which is easier for them to formulate marketing schemes favorable to the brand for varying consumers.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 34 no. 1
Type: Research Article
ISSN: 1355-5855

Keywords

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