Immersive interactive technologies and virtual shopping experiences: Differences in consumer perceptions between augmented reality (AR) and virtual reality (VR)

Kim, Junghwan; Kim, Minjeong; Park, Min-Jung; Yoo, Jungmin

doi:10.1016/j.tele.2022.101936

Cited by 69 publications

(24 citation statements)

References 89 publications

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“…This result is in line with prior studies [9,10,11,7,20] which found a positive impact of VR application in influencing consumer behaviour of intention to purchase a product. Replication of positive findings of researches that relates to impact of VR application on intention behaviour due to the attributes of VR that enable the housing buyers to shape their experiences as well as fell the sense of presence with the real house which enhance their reactions and responses [39,40]. It can be summarized that, VR have a strong impact in influencing the intention to purchase a house among the respondents.…”

Section: Resultsmentioning

confidence: 59%

Virtual Technology (VR) Attractiveness Attributes in Influencing House Buyers’ Intention to Purchase

Ibrahim

Ishak

Woon

et al. 2023

ARASET

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This study aims to investigate the response from selected potential buyers on the marketing communication channel by using the application of virtual reality (VR) in new housing schemes. The objective of this study is to test the hypothesis relating to the channel attributes and potential buyers' purchase intentions through a within-subject design with 100 prospective house buyers. Data were analysed using correlation analysis in IBM SPSS software. It was found that the channel attributes are related to the house purchase intention as indicated by correlation values of 0.793, which indicates strong correlations. As the study uses a quantitative survey method, the data obtained may not be as precise as data obtained using a qualitative research method. Respondents can only select a few options, making it harder for them to express their true opinions. As a contribution to the housing industry, this study emphasizes the importance of VR house models in marketing communication by providing useful empirical results and recommendations based on the research results. The study integrates the current knowledge derived from the research conceptual framework to develop a smart real estate marketing strategy using VR.

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Section: Resultsmentioning

confidence: 59%

Virtual Technology (VR) Attractiveness Attributes in Influencing House Buyers’ Intention to Purchase

Ibrahim

Ishak

Woon

et al. 2023

ARASET

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“…Its applications are varied, enriching experiences from brick-and-mortar stores to online platforms and apps (Lavoye et al ., 2021). Beyond enhancing user experiences, AR offers retailers opportunities to increase engagement and reduce product returns (Kim et al ., 2023; Tan et al ., 2022). Importantly, AR's realistic visualizations simplify the consumer decision-making process reducing cognitive load (Barta et al ., 2023).…”

Section: Literature Reviewmentioning

confidence: 99%

Like it, buy it? Examining the role of bookmarking in the mediation of visual appeal and purchase intent from a dual-system perspective

Yu,

Ahn,

Kim

et al. 2024

IMDS

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PurposeWhile prior studies have explored the relationship between visual appeal and purchasing decisions, the role of bookmarking has largely been underemphasized. This research aims to address this gap by focusing on the impact of bookmarking on consumer behavior, guided by the cognitive load theory and dual-system theory.Design/methodology/approachThe authors executed a controlled experiment and analyzed the results using a two-stage regression method that linked visual appeal, bookmarking and purchase intent. Further empirical analysis was conducted to authenticate the authors' proposed model, utilizing real-world mobile commerce data from a clothing company.FindingsThis study's findings suggest that visual appeal influences purchase intent primarily through the full mediation of bookmarking, rather than exerting a direct influence. Furthermore, an increase in colorfulness corresponds positively with visual appeal, while visual complexity exhibits an inverted U-shaped relationship with it.Originality/valueThis study provides novel insights into the choice-set formation process through the theoretical lens of dual-system theory. Additionally, the authors employed an image processing technique to quantify a product's visual appeal as depicted in a photograph. This study also incorporates a comprehensive econometric analysis to connect the objective aspects of visual appeal with subjective responses.

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“…These technologies can analyze vast amounts of data to identify patterns and correlations, which can help educators create tailored learning programs for each student. Similarly, Kim et al (2023) suggests that virtual and augmented reality technologies can provide immersive learning environments that enable students to explore complex concepts and ideas in a more interactive manner. These technologies simulate realworld scenarios, allowing students to gain practical experience in a risk-free environment.…”

Section: Theoretical Frameworkmentioning

confidence: 99%

Modern Technologies and their Impact on Educational Transformations in Preparing a Creative Specialist

2024

nano-ntp

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This article examines the impact of modern technologies on educational transformations geared towards preparing creative specialists, aiming to identify trends and challenges in technology integration in education and effective methods for fostering creativity in learners. The study employed a qualitative research approach, conducting an in-depth literature review and analyzing case studies to investigate the role of technologies like artificial intelligence, virtual reality, and gamification in enhancing creativity and critical thinking among students. Findings indicate that modern technologies positively influence the learning process, fostering creativity and critical thinking skills. However, successful integration requires careful planning and adherence to pedagogical principles. The study suggests that effective technology integration can promote the development of creative skills in students. It recommends the establishment of supportive policies, allocation of resources, and educator training to facilitate technology integration in education. This research contributes insights into leveraging modern technologies to cultivate creativity in educational settings, highlighting the importance of strategic planning and pedagogical considerations for effective integration.

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Immersive interactive technologies and virtual shopping experiences: Differences in consumer perceptions between augmented reality (AR) and virtual reality (VR)

Cited by 69 publications

References 89 publications

Virtual Technology (VR) Attractiveness Attributes in Influencing House Buyers’ Intention to Purchase

Virtual Technology (VR) Attractiveness Attributes in Influencing House Buyers’ Intention to Purchase

Like it, buy it? Examining the role of bookmarking in the mediation of visual appeal and purchase intent from a dual-system perspective

Modern Technologies and their Impact on Educational Transformations in Preparing a Creative Specialist

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