Breaking the psychological distance: the effect of immersive virtual reality on perceived novelty and user satisfaction

Talukdar, Nabanita; Yu, Shubin

doi:10.1080/0965254x.2021.1967428

Cited by 32 publications

(18 citation statements)

References 59 publications

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“…This study draws similarities with health services' research that suggests the role of phygital in promoting consumers' well-being and social connectedness whereby patients receive real-time health information daily without physical engagement and can connect with medical professionals in emergency situations (Veer and Dobele, 2021). Furthermore, this study confirms that luxury brands that formerly created brand meaning through physical experiences have shifted to the phygital strategy to co-create the meaning of luxury and luxury experience (Talukdar and Yu, 2021). Thus, it extends luxury research dominated by physical experiences, luxury brands' digital capabilities and omnichannel luxury consumer experiences (Ko et al.…”

Section: Discussionsupporting

confidence: 70%

“…2.2.1 Social connectedness in the phygital. Phygital is an ecosystem used to integrate physical and digital channels and touchpoints, including virtual reality, store-level self-service technologies, Internet of Things and brand websites (Batat, 2022;Talukdar and Yu, 2021). Phygital social connectedness is described as a social-digital continuum that varies from consumer's experience in the real-world, through globally dispersed social networks to consumer's experience in social media networks (Sedera et al, 2019).…”

Section: Antecedents Of Luxurymentioning

confidence: 99%

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Luxury consumption amidst the COVID-19 pandemic

Kumar

2022

MIP

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PurposeThis study investigates shifts in luxury consumers' perceptions regarding luxury consumption, subsequent changes in the meaning of luxury and antecedents of luxury observed amidst the COVID-19 pandemic.Design/methodology/approachOverall, 145, one-to-one qualitative interviews were conducted online with luxury consumers and the data acquired was analysed using NVivo.FindingsPhygital connectedness and access-based consumption are the future of luxury for luxury consumers' well-being, social connectedness, living experience and rational and thoughtful luxury consumption. Moreover, distinct luxury symbols (e.g. conciseness towards societal connotation of luxury goods and consumption, empathy, wisdom and maturity) and transformation expectations (for the self, others in society and luxury brands) govern luxury consumption behaviour.Research limitations/implicationsThe meaning of luxury amidst the pandemic is explained along a continuum, from luxury transforming consumers' inner selves to influencing other consumers' lives to transforming society.Practical implicationsLuxury professionals should include phygital experience, sustainability, social–cultural sensitivity, empathy, symbolism, mindfulness and thoughtfulness in marketing strategies.Originality/valueNew perspectives have enriched the realm of luxury.

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Section: Discussionsupporting

confidence: 70%

Section: Antecedents Of Luxurymentioning

confidence: 99%

Luxury consumption amidst the COVID-19 pandemic

Kumar

2022

MIP

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“…Kim et al (2021) study about the impacts of interactivity and vividness on consumer response postulated that there is a positive relationship between the use of VR technology and consumer enjoyment. Talukdar and Yu's (2021) experimental study also confirmed that immersive VR contributes to consumers' satisfaction. Zhao et al (2018) study researched the effectiveness of media richness of electronic word of mouth on consumers' mental imagery and attitudes.…”

Section: The Impact Of Virtual Reality Advertising On Generation Zsupporting

confidence: 65%

Generation Z’s response to the virtual reality advertising in China

Fan

2023

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Purpose Virtual reality (VR), as a new type of media technology, significantly improves the audience experience with product presentation in the marketing communication field. The apartment rental market, particularly in China, has no exception in adopting VR technology in its communication strategy. VR usage has been boosted since the outbreak of COVID-19 and has become a widespread application in the global apartment rental market. Although extant studies have analyzed how real estate companies use VR technology to enhance customer experience, few studies have been made to explore the power of VR in apartment rental advertising, particularly in targeting the youth in China market. To fill this research gap, this study aims to figure out how young consumers perceive VR advertising and characteristics of VR used in apartment rental advertisements, and how VR advertising affects young consumers’ intentions to rent an apartment. Design/methodology/approach A cross-sectional survey was conducted in 2021 with 301 Chinese university students aged 18 to 23. All respondents were invited offline and guided to watch one selected rental advertisement with VR technology featuring an apartment of about 50 square meters and then complete a questionnaire. Findings VR’s media richness in the apartment rental advertising increases its sense of presence perceived by the survey respondents. Both VR’s media richness and sense of presence positively influence respondents’ attitudes toward the advertised apartment. If respondents evaluate the advertised apartment positively, they are more willing to rent the advertised apartment. Research limitations/implications The sample size is not large enough to represent all Generation Z consumers in China. The use of the nonprobability sampling method also limits the generalizability of the study results. Practical implications To counter the challenges created by COVID-19, apartment rental service providers and apartment owners/landlords are suggested to enhance the application of VR technology to the apartment rental advertisements to grow young consumers’ interest in the advertised apartments and even their renting intention. Originality/value To the best of the authors’ knowledge, this is the first quantitative study to assess young consumers’ responses to VR apartment rental advertising in China.

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Section: Introductionmentioning

confidence: 99%

“…This review article draws on prior research that has examined different technologies used to design customer and service experiences in phygital settings (e.g. Batat, 2022a;Talukdar and Yu, 2021;Jacob et al, 2021). Our goal is to offer a new framework, namely extended reality technologies (ERTs), which can help service researchers and practitioners to design engaging phygital experiences that guarantee a continuum in customer value from physical to digital settings and vice versa.…”

Section: Introductionmentioning

confidence: 99%

The extended reality technology (ERT) framework for designing customer and service experiences in phygital settings: a service research agenda

Batat

Hammedi

2022

JOSM

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PurposeBecause new-age technologies are gaining a broader interest among service scholars and practitioners, it is critical to identify these technologies and examine the roles they play. The examination needs to be conducted to design engaging customer and service experiences in new phygital settings that connect physical and digital environments. This review article aims to provide researchers with a new comprehensive and integrative extended reality technology (ERT) framework. The framework serves as the basis for an all-inclusive view of ERT types in order to explore the different types of technology used to design phygital customer and service experiences.Design/methodology/approachThis article reviews prior works on the role technology plays in terms of customer experiences across various fields of research, including consumer, marketing and service literature. Adopting an experiential and phygital perspective as well as considering a consumer standpoint, this article defines the scope of the ERT framework by identifying categories of new-age technologies and their effects related to the design of phygital customer and service experiences.FindingsThe ERT framework proposed in this article offers directions for future research by adopting an experiential approach to technologies in order to categorize additional technological devices, platforms and tools that can be considered in the design of phygital experiences following several extension processes. These processes can enhance the cognitive, social, sensory and contextual dimensions of the phygital experience and thus create a continuum in terms of customer value from physical to digital settings and vice versa.Research limitations/implicationsCompanies and service providers may benefit from a new, comprehensive, focused framework that assembles different types of technology. The technologies can be utilized to design engaging customer and service experiences that deliver customer value from physical to digital spaces and inversely.Originality/valueNo prior works have proposed a comprehensive ERT framework for service research following an experiential perspective and a consumer view of the experience occurring in a new setting: phygital. By embracing the ERT framework provided in this article, future service scholars can examine the dynamics and types of technologies that can positively or negatively affect the design of consumption and service experiences in phygital settings.

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Breaking the psychological distance: the effect of immersive virtual reality on perceived novelty and user satisfaction

Cited by 32 publications

References 59 publications

Luxury consumption amidst the COVID-19 pandemic

Luxury consumption amidst the COVID-19 pandemic

Generation Z’s response to the virtual reality advertising in China

The extended reality technology (ERT) framework for designing customer and service experiences in phygital settings: a service research agenda

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