‘The persuasion effects of virtual reality (VR) and augmented reality (AR) video advertisements: A conceptual review’

Jayawardena, Nirma Sadamali; Quach, Sara; Razzaq, Ali; Behl, Abhishek

doi:10.1016/j.jbusres.2023.113739

Cited by 66 publications

(28 citation statements)

References 132 publications

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“…In addition to the natural environment, cultural backgrounds and social characteristics are also essential factors to consider when selecting decorative materials. Different regions have different customs and traditions that affect the selection of materials [12]. For example, in regions where traditional arts and crafts are highly valued, designers should consider using local handicrafts and artwork to showcase the region's cultural background.…”

Section: Literature Reviewmentioning

confidence: 99%

Exploring the Implementation of Multimedia Technology in Contemporary Home Product Design for Regional Culture Inheritance and Innovation

Sheng

2023

Int. J. Appl. Inf. Manag.

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In recent years, the design market in China for household products has seen a surge in scale and speed. This shift has taken place from a decoration market to a design market. There is now a wide range of styles available for modern home product designs, with Western design styles becoming increasingly popular. However, it has been noticed that some domestic designers have followed the principles of modernism, minimalism, and high-techism, and this has resulted in many designs being created by simple copying of computer-generated designs, without much thought. This approach has led to the loss of the individuality of modern home product design styles. A modern household product design with an elegant taste and extraordinary style is not solely dependent on how much money is spent and how many high-grade decorative materials are used. It is important to combine regional culture with the appropriate use of the elements of modern household product design. It is also essential to create a fully functional, beautiful, generous, and elegant style for indoor environments with limited room space. Regional modern household product design refers to the combination of the local natural environment and cultural environment. It emphasizes local characteristics and national style, and the nationalization of modern household product design and creation tendency. In the design process, local materials and practices should be used as much as possible to display the characteristics of local conditions and merge the overall style with the local environment. To achieve this goal, it is essential to consider the region fully. Regional modern household product design can create a unique and individual design style. The use of local materials and practices will enable the design to reflect the characteristics of the local environment, resulting in a cohesive style. The use of regional culture and local elements will make the design more attractive to potential customers. Therefore, it is necessary to focus on creating a unique style of modern household product design, which combines regional culture with modern design elements.

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Section: Literature Reviewmentioning

confidence: 99%

Exploring the Implementation of Multimedia Technology in Contemporary Home Product Design for Regional Culture Inheritance and Innovation

Sheng

2023

Int. J. Appl. Inf. Manag.

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“…Extended reality, an overarching term for AR and VR, is creatively redefining the dynamics between brands and consumers (Orús et al, 2021). As posited by Sadamali Jayawardena et al (2023, p. 2), “when the physical environment becomes a part of the user experience, it is AR; otherwise, it is VR.” However, owing to the nuanced differences between AR, VR, and other similar realities, Flavián et al (2019) proposed a “reality‐virtuality continuum” to distinctly delineate the transition from real to virtual environments. According to this model, at the far end of the continuum, past the virtual environment, lies VR, a digitally‐constructed artificial world where users can navigate and interact in real‐time.…”

Section: Theoretical Backgroundmentioning

confidence: 99%

“…In this configuration, users can interact with both real and digital elements, and these elements can reciprocally interact as well. Nearing the real environment end of the continuum, AR emerges, seamlessly weaving virtual elements into a real‐world view in real‐time (Sadamali Jayawardena et al, 2023). AR, thus, effectively simulates a physical product examination and shopping experience akin to those provided in physical stores (Huang & Liao, 2015).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

“…As we progress into the era of the latest industrial revolution, the rise and relevance of augmented reality (AR) have become increasingly evident (Rejeb et al, 2023). This surge in interest is shared by both academic scholars and industry professionals, who are exploring the multifaceted applications of AR (Jayawardena et al, 2023), which is revolutionizing retail experiences, influencing customer purchase decisions through precise customization and immersive virtual trials (Mishra et al, 2021).…”

Section: Introductionmentioning

confidence: 99%

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The role of emotions in augmented reality

Soon

Lim

Gaur

2023

Psychology and Marketing

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Augmented reality (AR) can induce emotions among its users. However, emotional valence is often studied with a singular focus (e.g., enjoyment), which disregards and overlooks the multifaceted nature of emotional valence. Taking a multifaceted perspective of emotional valence, this study aims to broaden understanding of how induced emotions can drive consumers’ inclination to use AR. A multifaceted emotion measurement scale was modified and utilized (nStudy1: 224), followed by two experimental studies (nStudy2: 214; nStudy3: 200). These experiments entailed a design wherein the experimental group explored products using an AR app while the control group navigated the mobile website of the same company devoid of any AR features. Our findings indicate that the use of AR instigates expressive emotions, further eliciting emotion components spanning both affective and physiological dimensions. In instances of positive emotions, at least two out of the three elicited emotion components consistently led to a heightened desire to engage with AR. Negative emotions produce no significant effects. Taken collectively, the principal theoretical contribution of this study lies in its elucidation of the components and elicitation patterns of emotions tied to AR, whereas the practical standpoint of these findings underscores the necessity for both developers and marketers to comprehend the pivotal role that the induction of positive expressive emotions plays in designing effective AR apps. These insights should therefore pave the way for more intuitively engaging and emotionally satisfying AR experiences for consumers.

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“…With rapidly evolving technologies, customer expectations have risen higher. E-commerce firms around the world are embracing new technologies – such as big data analytics, the Internet of Things (IoT), artificial intelligence (AI), augmented reality (AR), virtual reality (VR) (Jayawardena et al ., 2023) and blockchain technology (Zheng et al ., 2022) – to meet evolving customer needs, befitting greater customization, maximum convenience and security (Liu and Li, 2020; Martínez-Navarro et al ., 2019; Wu and Lin, 2018; Behl et al ., 2019).…”

mentioning

confidence: 99%

Guest editorial: Role of technology in E-commerce: bright and the dark side

Behl,

Zhang

2023

SAJBS

Self Cite

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The potential of e-commerce is undeniable. E-commerce has helped shape various businesses and boosted the economy of countries as well. The applications of e-commerce are diversified and encapsulate almost every sector and business. The advent of technology has further strengthened the roots of e-commerce companies and their business models. South Asian countries are one of the fastest-growing economies in the application and adoption of e-commerce. The growth rate is driven by the architectural growth of technology and the diversity of e-commerce applications (Nisar and Prabhakar, 2017). Thus, information and communication technology (ICT) forms the backbone of e-commerce. New technologies and trends, especially those associated with the wave of the Fourth Industrial Revolution, are rapidly developing and shaping a strong digital ecosystem supporting e-commerce (Akter and Wamba, 2016). E-commerce is more than just merchants selling products online. With rapidly evolving technologies, customer expectations have risen higher. E-commerce firms around the world are embracing new technologiessuch as big data analytics, the Internet of Things (IoT), artificial intelligence (AI), augmented reality (AR), virtual reality (VR) (Jayawardena et al., 2023) and blockchain technology (Zheng et al., 2022)to meet evolving customer needs, befitting greater customization, maximum convenience and security (Liu

show abstract

‘The persuasion effects of virtual reality (VR) and augmented reality (AR) video advertisements: A conceptual review’

Cited by 66 publications

References 132 publications

Exploring the Implementation of Multimedia Technology in Contemporary Home Product Design for Regional Culture Inheritance and Innovation

Exploring the Implementation of Multimedia Technology in Contemporary Home Product Design for Regional Culture Inheritance and Innovation

The role of emotions in augmented reality

Guest editorial: Role of technology in E-commerce: bright and the dark side

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