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1 – 10 of over 10000Xiaohong 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。
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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…
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.
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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…
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.
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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…
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.
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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.
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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.
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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…
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.
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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'…
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.
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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…
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.
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Ali Rezazadeh, Vahid Nikpey Pesyan and Azhdar Karami
Stock markets are highly sensitive to foreign and domestic events. Stock exchange markets react promptly to news and are known as an indicator of good and bad trading conditions…
Abstract
Purpose
Stock markets are highly sensitive to foreign and domestic events. Stock exchange markets react promptly to news and are known as an indicator of good and bad trading conditions. Terrorist attacks leave adverse effects on the economy and cause stock price volatility and, consequently, stock return volatility. Therefore, this paper aims to analyze the spatial effects of terrorism on stock market returns in the Middle East from 2008 to 2019.
Design/methodology/approach
This paper uses analytical research design and estimates spatial model. Before estimating the spatial model, the spillover effects were confirmed for the spatial autoregressive model using Moran’s diagnostic test for spatial dependence, Geary’s C test and Akaike statistic.
Findings
The results of this study on spatial panel data and based on spatial autoregressive estimator indicated that terrorism and associated neighborhood effects had a negative impact on stock returns in Middle East countries. Also, the corruption index and oil price negatively affected stock market return in these countries, while the democracy index had a positive effect on stock market returns. According to the results, to achieve a high and stable stock market return, it is recommended that high-level consultation is pursued with leaders of involved countries to reduce the devastating effects of terrorist activities, increase political and economic stability, attract stockholders to stock markets and spend corresponding incomes developing the infrastructures in this sector in countries of this region.
Originality/value
Most of the studies have investigated the impact of terrorism on the stock market returns at the national or provincial level. However, the effect of terrorism on the stock market index in the tense region of the Middle East, which is the center of terrorist attacks in the world, has not been dealt with by considering the spatial econometric effects. Thus, to the best of the authors’ knowledge, this research is a first attempt to study the impact of terrorism on the stock market returns in Middle East countries using the spatial econometric approach.
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