Search results
1 – 10 of over 2000Adrian Urbano, Michael Mortimer, Ben Horan, Hans Stefan and Kaja Antlej
The ability to measure cognitive load in the workplace provides several opportunities to improve workplace learning. In recent years, virtual reality (VR) has seen an increase in…
Abstract
Purpose
The ability to measure cognitive load in the workplace provides several opportunities to improve workplace learning. In recent years, virtual reality (VR) has seen an increase in use for training and learning applications due to improvements in technology and reduced costs. This study aims to focus on the use of simulation task load index (SIM-TLX), a recently developed self-reported measure of cognitive load for virtual environments to measure cognitive load while undertaking tasks in different environments.
Design/methodology/approach
The authors conducted a within-subject design experiment involving 14 participants engaged in digit-recall n-back tasks (1-back and 2-back) in two VR environments: a neutral grey environment and a realistic industrial ozone facility. Cognitive load was then assessed using the SIM-TLX.
Findings
The findings revealed higher task difficulty for the 2-back task due to higher mental demand. Furthermore, a notable interaction emerged between cognitive load and different virtual environments.
Research limitations/implications
This study relied solely on an n-back task and SIM-TLX self-report measure to assess cognitive load. Future studies should consider including ecologically valid tasks and physiological measurement tools such as eye-tracking to measure cognitive load.
Practical implications
Identifying cognitive workload sources during VR tasks, especially in complex work environments, is considered beneficial to the application of VR training aimed at improving workplace learning.
Originality/value
This study provides unique insights into measuring cognitive load from various sources as defined by the SIM-TLX sub-scales to investigate the impact of simulated workplace environments.
Details
Keywords
Nida Shamim, Suraksha Gupta and Matthew Minsuk Shin
The purpose of this paper is to explore user engagement (UE) within the Metaverse (MV) environment, emphasising the crucial role of immersive experiences (IEs). This study aims to…
Abstract
Purpose
The purpose of this paper is to explore user engagement (UE) within the Metaverse (MV) environment, emphasising the crucial role of immersive experiences (IEs). This study aims to understand how IEs influence UE and the mediating effects of hedonic value (HV) and utilitarian value (UV) on this relationship. Additionally, the authors examine the moderating impacts of user perceptions (UPs) such as headset comfort, simulation sickness, prior knowledge and ease of use on the utilisation of the MV. This study seeks to elucidate the dynamics of virtual travel at a pre-experience stage, enhancing the comprehension of how digital platforms can revolutionise UE in travel and tourism.
Design/methodology/approach
This study used a triangulation methodology to provide a thorough investigation into the factors influencing UE in the MV. A systematic literature review (SLR) was conducted to frame the research context and identify relevant variables. To gather empirical data, 25 interviews were performed with active MV users, supplemented by a survey distributed to 118 participants. The data collected was analysed using structural equation modelling (SEM) to test the hypothesised relationships between IEs, UPs, HV and UV and their combined effect on UE within the MV.
Findings
The findings from the SEM indicate that engaging in the MV leads to a positive IE, which significantly enhances UE. Additionally, it was discovered that HV and UV play a mediating role in strengthening the link between IEs and UE. Furthermore, UPs, including headset comfort, simulation sickness, prior knowledge and ease of use, are significant moderators in the relationship between IEs and MV usage. These insights provide a nuanced understanding of the variables that contribute to and enhance UE in virtual environments.
Originality/value
This research contributes original insights into the burgeoning field of digital tourism by focusing on the MV, a rapidly evolving platform. It addresses the gap in the existing literature by delineating the complex interplay between IEs, UPs and value constructs within the MV. By using a mixed-method approach and advanced statistical analysis, this study provides a comprehensive model of UE specific to virtual travel platforms. The findings are particularly valuable for developers and marketers in the hospitality and tourism sectors seeking to capitalise on digital transformation and enhance UE through immersive technologies.
Details
Keywords
Patrick Hendriks, Christian M. Olt, Timo Sturm and Clara C. Moos
We aim to help better understand how organizations can develop their human capital in virtual teams through technological advances in the metaverse. To this end, we examine how…
Abstract
Purpose
We aim to help better understand how organizations can develop their human capital in virtual teams through technological advances in the metaverse. To this end, we examine how virtual team collaboration with virtual reality technologies in the metaverse compares to traditional videoconferencing. Our study demonstrates how the metaverse can facilitate collaboration in virtual teams and examines the factors that are critical to successful team collaboration in the metaverse.
Design/methodology/approach
We conduct a lab experiment comparing Meta Horizon Workrooms with Zoom. Using a between-subjects design, we observe virtual team collaboration in five teams. All teams solved the Lost on the Moon Exercise used by NASA to train teamwork. We collected data during and after the experiment to explore emerging collaborative behaviors based on audio and video recordings, a quantitative survey, and qualitative feedback.
Findings
We find higher levels of immersion, social presence, and collaboration among team members in the metaverse. We further identify new opportunities for social interaction and greater focus on team members and shared tasks. Our study suggests that the metaverse can enable effective collaboration in virtual teams and uncovers related guidance for organizations.
Originality/value
We connect the research streams on the metaverse, team collaboration, and human capital. We add empirical evidence to the largely theoretical discussion on the metaverse and explore collaboration tools for virtual teams, helping to enable effective collaboration of organizations’ virtual teams. We hope to stimulate further research to unlock the full collaborative potential of the metaverse and establish the metaverse for effective development of human capital.
Details
Keywords
Generoso Branca, Vittoria Marino and Riccardo Resciniti
This paper aims to review the existing literature about consumers’ evaluation of products in virtual reality (VR), provide an accurate overview of this field, systematise the…
Abstract
Purpose
This paper aims to review the existing literature about consumers’ evaluation of products in virtual reality (VR), provide an accurate overview of this field, systematise the knowledge developed so far, identify the research gaps and propose a future research agenda.
Design/methodology/approach
A systematic literature review was performed on Scopus and Web of Science, resulting in a final pool of 31 articles.
Findings
Four main themes were identified, and a detailed research agenda is proposed based on the findings and following the theory, context, characteristics, methodology framework.
Research limitations/implications
The provision of formal inclusion and exclusion criteria may have resulted in additional potentially relevant articles not indexed in the data set under consideration.
Originality/value
The paper highlights how products are perceived in VR, the consumers’ responses, the peculiarities of VR compared to other conditions and VR as a product test environment. To the best of the authors’ knowledge, this paper seems to represent the first systemic review that focusses solely on how consumers assess products in VR. The results lead to a broad proposal of directions for future research that can expand knowledge on VR in marketing. Practical implications concern the use of VR to design product strategies and as a testing and prototyping environment.
Objetivo
Este artículo revisa la literatura existente sobre la evaluación de los consumidores de productos en Realidad Virtual, proporciona una visión precisa de este campo, sistematiza el conocimiento desarrollado hasta el momento, identifica las lagunas en la investigación y propone una agenda de investigación futura.
Metodología
Se realizó una revisión sistemática de la literatura en Scopus y Web of Science, que dio como resultado un conjunto final de 31 artículos.
Resultados
Se identificaron cuatro temas principales y se propone una agenda de investigación detallada basada en las conclusiones y siguiendo el marco Teoría, Contexto, Características, Metodología.
Limitaciones de la investigación
La provisión de criterios formales de inclusión y exclusión puede haber dado lugar a artículos adicionales potencialmente relevantes no indexados en el conjunto de datos considerado.
Originalidad
El artículo destaca cómo se perciben los productos en la Realidad Virtual, las respuestas de los consumidores, las peculiaridades de la Realidad Virtual en comparación con otras condiciones y la Realidad Virtual como entorno de prueba de productos. Esta parece representar la primera revisión sistémica que se centra exclusivamente en cómo los consumidores evalúan los productos en la Realidad Virtual. Los resultados conducen a una amplia propuesta de direcciones para futuras investigaciones que puedan ampliar los conocimientos sobre la Realidad Virtual en el marketing. Las implicaciones prácticas se refieren al uso de la Realidad Virtual para diseñar estrategias de producto y como entorno de prueba y creación de prototipos.
目的
本文回顾了现有的关于消费者对虚拟现实产品评价的文献, 提供了这个领域的准确概述, 系统化了迄今为止的知识, 确定了研究差距, 并提出了一个未来的研究议程。
设计/方法/途径
在Scopus和Web of Science上进行了系统的文献综述, 最终形成了31篇文章的资料库。
研究结果
确定了四个主要的主题, 并根据研究结果, 按照理论、背景、特征、方法框架提出了详细的研究议程。
研究局限性
提供正式的纳入和排除标准可能会导致更多潜在的相关文章没有被收录到所考虑的数据集中。
原创性
文章强调了产品在虚拟现实中是如何被感知的, 消费者的反应, 与其他条件相比虚拟现实的特殊性, 以及虚拟现实作为产品测试环境。这似乎代表了第一个只关注消费者如何在虚拟现实中评估产品的系统性评论。研究结果为未来的研究方向提出了一个广泛的建议, 可以扩展营销中的虚拟现实知识。实际意义在于使用虚拟现实技术来设计产品策略, 并作为测试和原型设计环境。
Details
Keywords
Kyu-soo Chung, Chad Goebert and John David Johnson
With the advance of Web 3.0 and the range of sensory experiences offered by virtual reality (VR) to sport fans, this study examines how VR spectators’ sensory experiences affect…
Abstract
Purpose
With the advance of Web 3.0 and the range of sensory experiences offered by virtual reality (VR) to sport fans, this study examines how VR spectators’ sensory experiences affect their intentions to consume VR products and services. For this purpose, the study puts forth an expanded stimulus-organism-response (S-O-R) model. In this framework, the stimuli are the sensory imagery and stimuli, the organism factors are presence and arousal and the response is the consumption intention. This model adeptly encapsulates the comprehensive process of stimuli while spectating a sporting event in a virtual environment.
Design/methodology/approach
For a VR stimulus, researchers developed a 3-min collegiate women’s volleyball game. Watching the game in VR were 131 collegiate students, who were then questioned about their visual and aural imagination of the game stimuli, perceived visual and aural stimuli, sense of presence, arousal and VR consumption intentions. To ensure the validity and reliability of the measurement model, confirmatory factor analysis was first conducted. Subsequently, the model was subjected to path analysis.
Findings
The measurement model demonstrated both validity and reliability. The subsequent path analysis yielded the model’s satisfactory fit. In particular, the mental visualization of VR spectators significantly influenced their perception of visual stimuli, while their imaginative engagement with auditory aspects impacted their perception of aural stimuli. The observed visual stimuli positively impacted the degree of presence experienced and the level of arousal induced. Similarly, the auditory stimuli exerted comparable effects on presence and arousal. The sense of arousal exhibited a considerable influence on the sense of presence. Furthermore, arousal emerged as a substantial determinant of individuals' VR consumption intentions.
Originality/value
The study highlights that the affective status of VR sport spectators is dominant in determining their consumption intentions. Also, the study finds the decisive role of presence in processing sensory stimuli in virtual sport spectating. It also provides managerial insight into designing and customizing VR sport experiences to be more enjoyable and impactful.
Details
Keywords
Man Lai Cheung, Wilson K.S. Leung, Man Kit Chang, Randy Y.M. Wong and Sin Yan Tse
Despite the promising development and marketing potential of the metaverse, our understanding of how realistic metaverse environments impact user engagement and behaviours remains…
Abstract
Purpose
Despite the promising development and marketing potential of the metaverse, our understanding of how realistic metaverse environments impact user engagement and behaviours remains limited. This study investigates the role of perceived realism in influencing user engagement, thereby affecting external search behaviour and visit intentions.
Design/methodology/approach
We surveyed 270 active metaverse users to test the research model. The data were analysed using partial least squares structural equation modelling (PLS-SEM).
Findings
The results of our study show that three dimensions of realism – avatar involvement, perceptual pervasiveness and social realism – significantly enhance user engagement, which in turn influences external search behaviour and visit intention. In contrast, simulation realism and freedom of choice have minimal effects on absorption and dedication.
Research limitations/implications
This study highlights the role of perceived realism in enhancing user engagement with the metaverse and its impact on physical world behaviours. It contributes to metaverse literature by demonstrating that engagement within the metaverse significantly influences physical world behaviours, including visit intentions and external search behaviours.
Practical implications
This study offers practical guidance for developers to enhance user engagement in metaverse environments. Specifically, our findings advocate for visual and audio quality enhancements, greater persuasiveness of virtual spaces, improved avatar representativeness and a closer alignment of metaverse activities with real-life events.
Originality/value
This study advances the theoretical understanding of perceived realism by examining how its dimensions – such as visual and audio quality, avatar representativeness and alignment with real-life events – impact user engagement in the metaverse. It also explores how this engagement influences offline behaviours, thus bridging the gap between virtual and real-world interactions.
Details
Keywords
Shilpa Jain, Aarushi Singh and Ruchi Bhalla
The pandemic has necessitated employees to work virtually due to mandatory work-from-home setup. Since every employee is not comfortable working online owing to their individual…
Abstract
Purpose
The pandemic has necessitated employees to work virtually due to mandatory work-from-home setup. Since every employee is not comfortable working online owing to their individual differences which impact performance, thus, it is essential to identify individual characteristics governing performance. As per conventional theories, cognition and metacognition have a significant impact on employee performance, and the key to performance in a collaborative online environment also is metacognition. However, this has been scarcely explored in the context of virtual workspace. This study, therefore, empirically investigates the influence of metacognition and its sub-domains on employees' virtual performance given the challenges they face in a virtual work environment.
Design/methodology/approach
The cross-sectional study used a purposive sampling technique for data collection. Data collected from 534 professionals with high and low levels of metacognitive ability is analysed using univariate analysis to ascertain whether metacognitive ability helps employees deal with challenges associated with virtual work environments and perform better.
Findings
Results confirm a significant relationship between the level of metacognitive ability and virtual performance. Further, the findings also confirm the interaction effect of the level of metacognitive ability and challenge of maintaining work and non-work boundaries and the need for the physical presence of team member/s in predicting virtual performance.
Originality/value
This study is the first empirical attempt to examine the linkage between metacognitive ability and performance among professionals in the context of post-pandemic virtual work environment and challenges.
Details
Keywords
Tseng-Lung Huang and Henry F.L. Chung
Marketing Technology (Martech) is the cornerstone of creating digital experiences and interactive marketing, providing consumers with high experiential value. Drawing on the…
Abstract
Purpose
Marketing Technology (Martech) is the cornerstone of creating digital experiences and interactive marketing, providing consumers with high experiential value. Drawing on the mindfulness theory, this study aims to explore how to achieve close psychological distance and experiential value in Martech servicescape (such as augmented reality [AR]).
Design/methodology/approach
We employed mixed methods research to clarify the research question. In Study 1, we conducted a systematic literature review of psychological closeness (PC) using a bibliographic coupling approach, identifying gaps in the research stream and discussing the research implications for the interactive marketing field. In Study 2, we used a task-based laboratory assessment to empirically verify our hypotheses and research framework. Two virtual try-on environments, AR and non-AR (e.g. traditional webpage browsing), were applied in a virtual fitting context. The two e-shopping environments were directly compared in terms of their moderating effects on the relationships among the mindfulness-oriented MarTech servicescape, PC and experiential value.
Findings
This study elucidates the antecedent of close psychological distance formation, indicating that the features of the mindfulness-oriented Martech servicescape – vivid sensory experience, consumer-focused shopping information and autonomous navigation, then result in creating experiential value. Moreover, this study also revealed that compared to a non-AR e-shopping environment, AR makes the better effect of the mindfulness-oriented Martech servicescape driving experiential marketing.
Originality/value
This study extends the research stream on mindfulness-oriented service to the Martech servicescape (e.g. AR try-on). In this way, this study’s findings will contribute to clarifying the interactive elements and design principles of mindfulness-oriented service in the Martech servicescape. By establishing the association between these three theoretical perspectives—mindfulness-oriented service research stream, construal level theory and experience economy paradigm—the study provides valuable insights into how Martech can enhance experiential marketing. Such research insights can help digital marketing managers shape appropriate Martech servicescape for effective experiential marketing.
Details
Keywords
Man Lai Cheung, Wilson K.S. Leung, Ludwig Man Kit Chang, Eugene Cheng-Xi Aw and Randy Y.M. Wong
Through the theoretical lenses of media richness, perceived realism and customer engagement, this study aims to investigate the mechanisms that promote customer engagement in…
Abstract
Purpose
Through the theoretical lenses of media richness, perceived realism and customer engagement, this study aims to investigate the mechanisms that promote customer engagement in metaverse-mediated environments in the meetings, incentives, conferences and exhibitions (MICE) context, as well as the impact of customer engagement on customers’ metaverse usage intensity and future visit intention.
Design/methodology/approach
A survey of customers who have experience with metaverse-mediated MICE activities was conducted. Data from 267 respondents were analysed using partial least squares-structural equation modelling and fuzzy-set qualitative comparative analysis (fsQCA) to test our research framework.
Findings
Media richness dimensions, including multiple cues, immediate feedback and personal focus, were found to enhance perceived metaverse realism, which in turn affects the dimensions of customer engagement, leading to customers’ metaverse usage intensity and future visit intention. The fsQCA analysis identifies three configurations that lead to high event visit intention.
Practical implications
This research helps developers and marketers better understand how rich media contents create realistic experiences in the metaverse, aiding them to devise strategies for customer engagement and improve resource allocation.
Originality/value
Despite its potentially revolutionary impacts, empirical studies on the mechanisms driving customer engagement in the metaverse and its effects are scarce. This study contributes by revealing the multiple-phase mechanism of the customer engagement journey in the metaverse-mediated MICE context. By expanding the media richness theory into this area, our study provides new insights by illustrating how media richness dimensions create multisensory experiences and real-time interactions, enhancing perceived metaverse realism and customer engagement. It also addresses the debate on whether metaverse-mediated events substitute or complement real-life events.
Details
Keywords
Aikaterini Manthiou, Van Ha Luong, Kafia Ayadi and Phil Klaus
The experience of leaving the real world and entering a virtual service environment makes many individuals happy. This study heeds the call by multiple researchers to…
Abstract
Purpose
The experience of leaving the real world and entering a virtual service environment makes many individuals happy. This study heeds the call by multiple researchers to conceptualize, interpret and illustrate the impact of the perceived service experience in the metaverse in a holistic way. In particular, this study aims to understand how the consumption of experiences is perceived in a metaversal space.
Design/methodology/approach
The authors analyze mega virtual live events with famous artists broadcast in virtual worlds. The authors take a big data approach and include two studies to gain insight into the online public audience’s perceptions and experiences in the metaverse. In the first study, the authors analyze text from YouTube with Leximancer. In the second study, the authors go one step further to refine the conceptual model from Study 1. The authors scrutinize additional Facebook comments using seeded Latent Dirichlet Allocation (LDA).
Findings
The findings reveal that the meta service experience (MEX) encompasses four dimensions: immersion, metascape, immediacy and hedonism.
Originality/value
This research provides important guidance not only for consumer behavior scholars but also for service marketers and event planners. The study proposes research opportunities to advance service experience research in the metaverse.
Details