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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…

1681

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…

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…

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…

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: 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…

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: 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…

4481

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

Article
Publication date: 20 July 2021

Maha Hosny Elgewely, Wafaa Nadim, Ahmad ElKassed, Mohamed Yehiah, Mostafa Alaa Talaat and Slim Abdennadher

This research proposes a virtual reality (VR) platform for construction detailing that provides experiential learning in a zero-risk environment. It builds on integrating…

Abstract

Purpose

This research proposes a virtual reality (VR) platform for construction detailing that provides experiential learning in a zero-risk environment. It builds on integrating VR technology as a medium and building information modeling (BIM) as a repository of information and a learning tool.

Design/methodology/approach

This work discusses the proposed environment curricular unit prototype design, implementation and validation. The validation of the VR environment was conducted in three phases, namely, piloting, testing (system usability and immersion) and learning gain validation, each of which has its aim and outcomes and has been assessed both qualitatively and quantitatively.

Findings

After considering the feedback, the VR environment prototype is then validated on the level of learning outcomes, providing the evidence that it would enhance students' engagement, motivation and achievement accordingly. The results indicated 30% learning progress after experiencing the VR environment vs. 13.8% for paper-based studying.

Originality/value

In reference to building construction education, construction site visits provide students with real-life practical experience which are considered an extension for classroom. Nevertheless, it is challenging to integrate construction site visits regularly during the academic semester with respect to the class specific needs. The research at hand adopts integrating VR and BIM in AEC (Architecture, Engineering and Construction) education by proposing a system that can work as a mainstream complementary construction detailing learning method for architecture students. The proposed VR system facilitates a virtual construction site that meets the learning needs where students can explore and build in a real scale environment.

Article
Publication date: 2 May 2019

Julia Beck, Mattia Rainoldi and Roman Egger

Emerging technologies, such as virtual reality (VR), have been influencing both the tourism supply side and tourists alike. The purpose of this study is to analyse VR…

5202

Abstract

Purpose

Emerging technologies, such as virtual reality (VR), have been influencing both the tourism supply side and tourists alike. The purpose of this study is to analyse VR research in tourism and to provide a comprehensive state-of-the-art review. As the technological connotation of the term VR has been changing and encompasses various VR systems with different capabilities, this paper aims to provide a systematic and structured overview. The overall objective of this paper is to contribute to a thorough understanding of VR research in tourism.

Design/methodology/approach

This paper comprehensively reviews and analyses existing literature on VR in tourism, published from 1994 to February 2018. Using a wide variety of sources, these papers were examined so as to give a state-of-the-art literature review and to deepen one’s understanding of the diverse applications of VR in a tourism context. This paper also presents a novel classification of different VR systems according to the level of immersion and depicts their respective technological capabilities.

Findings

The advent of new VR hardware necessitates a distinction for different VR systems applied in the tourism sector. Research conducted during the past three years has been focussing on the application of head-mounted displays, which reflects the temporal development of VR technology. Regardless of the VR system, most studies examine VR as a marketing tool for promotion and communication purposes during the pre-travel phase, focussing on behavioural aspects. Advances in technology will yield new opportunities and application possibilities for the tourism industry.

Originality/value

The key contribution of this paper lies in its structural approach, which differentiates between non-, semi- and fully immersive VR systems in tourism, as well as the proposition of respective definitions. The concluding part of the paper proposes practical implications for tourism businesses together with directions for future studies.

Details

Tourism Review, vol. 74 no. 3
Type: Research Article
ISSN: 1660-5373

Keywords

Article
Publication date: 19 November 2021

Kun-Hung Cheng

This study proposed a research model for verifying the structural relationships among users' perceived spatial presence (VR affordance), situational interest (affective…

Abstract

Purpose

This study proposed a research model for verifying the structural relationships among users' perceived spatial presence (VR affordance), situational interest (affective factor) and behavioral attitudes (outcome) toward online virtual museum navigation. What role of situational interest plays in the relationships between spatial presence and outcomes was further examined.

Design/methodology/approach

There were 141 adults invited to participate in the research trials on the navigation of the online virtual museum which was established by 3D space capture techniques. This study conducted a series of PLS-SEM to analyze the participants' quantitative responses to the surveys of spatial presence, situational interest and attitudes.

Findings

The testing of reliability and validity for the measurement model of this study was satisfied. The significance of users' perceived situational interest: attention demand, instant enjoyment and exploration intention when navigating the online virtual museum with perceptions of spatial presence were identified. The mediation of situational interest in the relationships between spatial presence and behavioral attitudes were also verified.

Practical implications

For the practical design of desktop-based online virtual museums, it is suggested that more engaging strategies such as narrative storytelling and gamified interaction could be integrated to enhance users' situational interest including attention demand, instant enjoyment and exploration intention.

Originality/value

Through the examination of situational interest from multiple constructs, the research model of this study advanced the conceptual framework for understanding the consequences of VR affordance in online virtual museum navigation. The theoretical contribution to verifying the mediated role of situational interest was made.

Details

Library Hi Tech, vol. 40 no. 5
Type: Research Article
ISSN: 0737-8831

Keywords

Book part
Publication date: 24 May 2007

Frederic Carluer

“It should also be noted that the objective of convergence and equal distribution, including across under-performing areas, can hinder efforts to generate growth

Abstract

“It should also be noted that the objective of convergence and equal distribution, including across under-performing areas, can hinder efforts to generate growth. Contrariwise, the objective of competitiveness can exacerbate regional and social inequalities, by targeting efforts on zones of excellence where projects achieve greater returns (dynamic major cities, higher levels of general education, the most advanced projects, infrastructures with the heaviest traffic, and so on). If cohesion policy and the Lisbon Strategy come into conflict, it must be borne in mind that the former, for the moment, is founded on a rather more solid legal foundation than the latter” European Commission (2005, p. 9)Adaptation of Cohesion Policy to the Enlarged Europe and the Lisbon and Gothenburg Objectives.

Details

Managing Conflict in Economic Convergence of Regions in Greater Europe
Type: Book
ISBN: 978-1-84950-451-5

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