Augmented Reality and Virtual Reality (eBook)

The Power of AR and VR for Business

M. Claudia tom Dieck, Timothy Jung (Herausgeber)

eBook Download: PDF

2019 | 1st ed. 2019
XI, 335 Seiten
Springer International Publishing (Verlag)
978-3-030-06246-0 (ISBN)

Infos

This book presents a collection of the latest research in the area of immersive technologies, presented at the International Augmented and Virtual Reality Conference 2018 in Manchester, UK, and showcases how augmented reality (AR) and virtual reality (VR) are transforming the business landscape. Innovations in this field are seen as providing opportunities for businesses to offer their customers unique services and experiences. The papers gathered here advance the state of the art in AR/VR technologies and their applications in various industries such as healthcare, tourism, hospitality, events, fashion, entertainment, retail, education and gaming.

The volume collects contributions by prominent computer and social sciences experts from around the globe. Addressing the most significant topics in the field of augmented and virtual reality and sharing the latest findings, it will be of interest to academics and practitioners alike.

Dr. M. Claudia tom Dieck is a project manager and researcher at the Creative Augmented and Virtual Reality Hub at Manchester Metropolitan University, UK. She is exploring how new and innovative technologies can be utilised to enhance the user experience. She is the Program Chair of the annual International AR & VR Conference and has published on augmented and virtual reality, technology acceptance, social media and customer relationship management in journals such as Journal of Travel Research, Tourism Management and Computers in Human Behavior.

 

Dr. Timothy Jung is Founder and Director of the Creative Augmented and Virtual Reality Hub at Manchester Metropolitan University, UK. He investigates new and innovative ways to implement AR & VR in various industries and he has been involved in a number of funded AR and VR research projects at national and international level. He is an advisor of BirdHIVE VR & Drone project led by Lake District National Park. He is renowned for his work in Augmented Reality and Virtual Reality and his research work has been covered by Manchester Evening News, Independent and Huffington Post and he is a regular invited speaker in major international conferences. He is the Conference Chair of International AR & VR Conference 2017/2018 in Manchester.

Inhalt

Preface 6
International Augmented and Virtual Reality Conference 2018 7
Scientific Committee 7
Contents 9
AR & VR Retail Experience
1 Augmented Reality in Real Stores: Empirical Evidence from Consumers’ Interaction with AR in a Retail Format 13
Abstract 13
1 Introduction 14
2 Theoretical Background 15
2.1 Augmented Reality in Retailing 15
2.2 Augmented Places 15
2.3 Human-Computer Interaction (HCI) in Retail Settings 16
3 Methodology 17
3.1 Augmented Fashion Store Development 17
3.2 Procedure and Data Collection 18
4 Research Findings 19
4.1 Enhancement: The New Store Environment and Shopping Experience 19
4.2 Interaction: Consumers’ Mobility and Interaction with the Enhanced Store 20
4.3 Behaviour: The Influence of the Enhanced Store 21
5 Discussion 22
5.1 Store Augmentation: The Development of a New Store Form 22
6 Conclusions, Contributions and Future Research 23
6.1 Theoretical Contributions and Managerial Implications 23
6.2 Limitations and Future Research 24
Acknowledgements 24
References 24
2 V-Commerce in Retail: Nature and Potential Impact 27
Abstract 27
1 Introduction 27
1.1 Vertical Commerce 28
1.2 Virtual Commerce 28
1.3 Voice Commerce 29
2 V-Commerce and the Impact on Business-to-Consumer Retailing 30
2.1 Current Implementations of V-Commerce 31
3 Discussion 32
References 33
3 A Virtual Reality and Retailing Literature Review: Current Focus, Underlying Themes and Future Directions 36
Abstract 36
1 Introduction 36
2 Methodology 37
3 Literature Review Results 39
3.1 Current Research Focus on VR/AR 39
3.2 Underlying Themes in the VR/AR Literature 41
3.3 Research Gaps with VR/AR 43
4 Discussion 45
4.1 Current Research Focus 45
4.2 Underlying Themes 46
4.3 Research Gaps 46
5 Conclusion 47
References 48
AR & VR Experience Design
4 What We Don’t Know. The Effect of Realism in Virtual Reality on Experience and Behaviour 52
Abstract 52
1 Introduction 53
2 Theory 53
3 Method 55
3.1 Materials 56
3.2 Participants 56
3.3 Measures 57
4 Results 58
5 Conclusions 59
Acknowledgements 62
References 62
5 Adapting Jake Knapp’s Design Sprint Approach for AR/VR Applications in Digital Heritage 65
Abstract 65
1 Introduction 65
2 Designing Digital Solutions for Enhanced Usability 66
3 AR and VR for Heritage and Heritage Tourism 68
4 Case Study Context: Chester, UK 70
5 The Digital Dee 70
6 Testing the Three-Day Design Sprint Approach 71
7 Conclusion 73
Acknowledgements 74
References 74
AR & VR in Tourism
6 Designing Valuable Augmented Reality Tourism Application Experiences 78
Abstract 78
1 Introduction 78
2 Literature Review 79
2.1 Augmented Reality and Cultural Heritage Tourism 79
2.2 Augmented Reality Experiences 80
2.3 Stakeholder Approach 81
3 Methods 82
4 Findings 85
4.1 Visitor Value 85
4.2 Organisational Value 85
4.3 Stakeholder Value 86
4.4 Economic Value 87
5 Discussion and Conclusions 88
5.1 Discussion 88
5.2 Theoretical Contributions and Managerial Implications 89
5.3 Limitations and Future Research 90
References 90
7 Experiencing Virtual Reality in Heritage Attractions: Perceptions of Elderly Users 93
Abstract 93
1 Introduction 93
2 Literature Review 94
2.1 Technology Enhanced Tourism Experiences in Heritage Attractions 94
2.2 Virtual Reality in Tourism and Attitudes of the Elderly 95
3 Methodology 96
4 Findings 97
4.1 Impacts of VR on Tourism Experiences 97
4.1.1 Link Between Past and Present 97
4.1.2 Accessibility 98
4.1.3 Sharing Experiences 98
4.1.4 Novelty 99
4.2 Elderly Tourists’ Requirements for Using VR 99
4.2.1 Presence and Immersion 99
4.2.2 Control 99
4.2.3 Storytelling and Human Elements 100
5 Discussion and Conclusion 101
References 101
8 A Case Study: Assessing Effectiveness of the Augmented Reality Application in Augusta Raurica 103
Abstract 103
1 Introduction 104
2 Literature Review 105
2.1 Effectiveness of AR in Tourism—Benefits and Challenges 105
3 Problem Statement 106
4 Methods 107
4.1 Survey and Case Study 107
4.2 Making Visible the Invisible—Augusta Raurica AR App 109
5 Results 110
5.1 Characteristics of Study Participants 110
5.2 Results of the Case Study 111
6 Interviews 112
7 Conclusion 113
References 114
9 Virtual and Augmented Reality Technologies to Enhance the Visitor Experience in Cultural Tourism 116
Abstract 116
1 Introduction 117
2 Literature Review 118
2.1 Cultural Tourism 118
2.2 Visitor Experience 119
2.2.1 Elements Affecting the Visitor Experience 119
2.2.2 Visitor Engagement for Enhanced Learning Experience 120
2.3 AR and VR 121
2.4 AR, VR Use Cases and Prior Studies in Cultural Tourism 122
3 Proposed Framework 123
4 Discussion 123
4.1 The Importance of Consumer-Centric Design of Visitor Experiences 124
4.2 Objective of Technology Implementation—Need for Meaningful Design of Emerging Consumer Technologies Such as AR/VR 125
4.3 Increasing Use of EEG and Physiology for Measuring Experiences in Addition to Reflective Indications 126
5 Conclusion 128
References 128
10 Tourism Marketers Perspectives on Enriching Visitors City Experience with Augmented Reality: An Exploratory Study 132
Abstract 132
1 Introduction 132
2 Literature Review 133
2.1 Impact of ICTs on Tourism Marketers’ Competitive Strategy 133
2.2 AR-Enhanced Visitor Experiences 134
2.3 Tourism Marketers’ Adoption of Innovative Technologies 135
3 Methods 136
3.1 Context of Study 136
3.2 Data Analysis 137
4 Findings and Discussion 138
4.1 Technological Context 138
4.1.1 Valuable Visitor Experiences 138
4.1.2 Visitor Satisfaction 138
4.1.3 Increased Social Media Presence 138
4.2 Organisational Context 139
4.2.1 Perceived Financial Cost 139
4.2.2 Resource Limitation 140
4.2.3 Return on Investment 140
4.3 Environmental Context 140
4.3.1 Positive Destination Image 140
4.3.2 Visitor Adoption 141
4.3.3 External Concerns 141
5 Conclusion 142
6 Theoretical Contribution 143
7 Practical Implications 143
8 Limitations 143
References 144
AR & VR in Education
11 Creating Virtual Reality in a Business and Technology Educational Context 149
Abstract 149
1 Introduction 149
2 Applications of VR in Education 150
3 Designing VR with the CoSpaces Platform 151
3.1 CoSpaces in Education 151
3.2 CoSpaces in the TalkTech 2017 Project 152
4 TalkTech 2017 Implementation 154
4.1 Exploring Uses of VR in a Business and Technology Context 155
5 Findings 156
5.1 Experience and Attitudes Toward Learning About VR 156
5.2 Desirability Test 157
5.3 Future Uses of AR/VR: From an Entrepreneurship Point of View 159
6 Discussion and Conclusion 159
References 160
12 Immersive Virtual Reality (IVR) in Higher Education: Development and Implementation 162
Abstract 162
1 Introduction 163
2 Adoption of IVR in Higher Education 164
3 VR/IVR Design and Development: A Teaching-Development Grant Project 165
3.1 Designing and Developing VR/IVR Cases for Practising Professional Clinical Skills in ‘Pharmacology and Therapeutics’ 165
3.2 Designing and Developing VR/IVR Outdoor Field Trips for Students Taking ‘Understanding Ecotourism’ 167
4 VR/IVR Implementation in the Classroom 168
4.1 Pharmacy Class 168
4.2 Ecotourism Class 169
5 Evaluation of the IVR Project 169
6 Discussion 171
7 Conclusion and Recommendations 172
Acknowledgements 173
References 173
13 Cultural Heritage Objects in Education by Virtual and Augmented Reality 175
Abstract 175
1 Introduction 175
2 Issues 177
3 Procedures 179
3.1 Virtual Reality Application 181
3.2 Augmented Reality Application 182
4 Results 183
4.1 Mixing VR and AR Together in Education 184
4.2 Testing of the Memorability of the Information by Using AR/VR 184
4.3 Applications in the InovEduc Project 185
5 Conclusions 186
Acknowledgements 186
References 186
AR & VR Applications and Immersive Designs
14 To Have and Vehold: Marrying Museum Objects and Virtual Collections via AR 189
Abstract 189
1 Introduction 189
2 Issues 191
3 Procedures 194
4 Results 195
5 Conclusions 197
Acknowledgements 198
References 199
15 A Tool, not a Toy: Using Virtual Reality to Evaluate the Communication Between Autonomous Vehicles and Pedestrians 201
Abstract 201
1 Introduction 202
2 Literature Review 203
2.1 Context: Existing HMI for Communication Between AV and Pedestrians 203
2.2 Testing Usability 203
2.3 Virtual Reality 205
3 Method 206
3.1 Case Study 206
3.2 Test Participants 208
3.3 Virtual Reality Hardware Setup 208
3.4 Adaptation of Usability Tests Within VR 208
4 Findings 209
5 Discussion 212
6 Conclusion 213
References 213
16 Designing Spatial UI as a Solution of the Narrow FOV of Microsoft HoloLens: Prototype of Virtual Museum Guide 215
Abstract 215
1 Introduction 215
1.1 Related Work 217
2 System Overview 218
2.1 Functionality 218
2.2 System Architecture 218
2.3 UI Design Process 220
3 Prototype Evaluation 224
3.1 Method 224
3.2 Results 225
4 Discussion and Conclusion 226
4.1 Future Work 227
Acknowledgements 227
References 228
17 Recommender System as the Support for Binaural Audio 230
Abstract 230
1 Introduction 230
1.1 Contribution 231
2 Physics of Binaural Audio 231
2.1 Basic Principles 232
2.2 Standard Approaches to Retrieving HRTF 233
3 Related Work 234
4 Recommendation System 234
4.1 User-Related Rating Methods 235
4.1.1 Laboratory Method 235
4.1.2 HRTF Reconstruction in Home Conditions 236
4.1.3 VR-Extended Method 237
5 Experiment 238
5.1 Results 238
5.2 Problems 240
6 Conclusion and Discussion 241
6.1 Binaural Audio for Business Purposes 242
Acknowledgements 242
References 243
18 Virtual Reality References in Design Problem Solving: Towards an Understanding of Affect-Cognition Interaction in Conceptual Design 244
Abstract 244
1 Introduction 244
2 Review of Literature 245
2.1 Affect, Cognition and Conceptual Design 245
2.2 Affect, Virtual Reality and Conceptual Design 247
2.3 Research Questions 247
3 Methodology 248
3.1 Experimental Pilot Study and Expected Findings 248
3.2 Procedure 249
3.3 Material 249
3.4 Protocol Study 251
3.5 Data Analysis 251
4 Results 251
4.1 The Operation of Principles of Affect-Cognition Interaction in VR Condition 252
4.2 The Operation of Principles of Affect-Cognition Interaction in Non VR Condition 254
4.3 Indication of Affect-Cognition Heuristic in Conceptual Design 254
5 Discussion and Conclusion 254
Acknowledgements 255
References 255
19 Intuitive Hand Gestures for the Interaction with Information Visualizations in Virtual Reality 258
Abstract 258
1 Introduction 259
2 Literature Review 259
2.1 Information Visualization in Virtual Reality 259
2.2 Touchless Interaction with Data 260
2.3 The Visual Information Seeking Mantra 261
2.4 Research Questions 261
3 Methods 262
3.1 The VR Application 262
3.2 Assigning VISM Tasks to App Functionalities 263
3.3 Survey and Experiment 264
4 Findings 264
4.1 Characteristics of Study Participants 264
4.2 Details-on-Demand 265
4.3 Zoom-In and Zoom-Out 266
5 Discussion 266
6 Conclusion and Future Work 267
References 268
AR & VR Medical Applications
20 Pulmonary Rehabilitation in Virtual Reality for COPD Patients 272
Abstract 272
1 Introduction 273
2 Literature Review 273
2.1 Current Treatments for Pulmonary Rehabilitation 273
2.2 The Use of Virtual Reality for Rehabilitation 275
3 Method 276
3.1 Participant Profile 276
3.2 PR in VR Application 277
3.3 Experiment 277
3.4 Qualitative Data Collection 277
3.5 Data Analysis 278
4 Findings and Discussion 278
4.1 Benefits of PR in VR 278
4.1.1 Increased Strength & Mobility
4.1.2 Compliance 278
4.1.3 Motivation 279
4.1.4 Confidence 279
4.1.5 Quality of Life 280
4.1.6 Improved Self-management 280
4.1.7 Satisfaction 280
4.2 Recommendations for Future Development 281
4.2.1 Technical Capabilities 281
4.2.2 Personalisation 281
5 Conclusion 281
6 Theoretical Contribution and Practical Implications 282
7 Limitations and Future Research 282
References 283
21 Exploring Surgeon’s Acceptance of Virtual Reality Headset for Training 286
Abstract 286
1 Introduction 286
2 Literature Review and Hypothesis 288
2.1 Theoretical Framework 288
2.1.1 Unified Theory of Acceptance and Use of Technology (UTAUT) 288
2.1.2 Advantages of UTAUT 289
2.2 Hypothesis 290
2.2.1 Direct Influence -the Influence of Performance Expectancy (PE), Effort Expectancy (EE) and Social Influence (SI) on Behavior Intention (BI) 290
2.2.2 Indirect Influence—The Influence of the Moderating Variables on the Independent Variables 291
3 Data and Methodology 291
4 Method 293
5 Analysis and Results 294
5.1 Implications and Limitations 297
Acknowledgements 297
References 298
22 Evaluation of Virtual Reality in Orthopaedic Training—A Pioneering Pilot Study 300
Abstract 300
1 Introduction 300
2 Literature Review 302
2.1 VR in Medical and Surgical Training 302
2.2 VR User Experience 303
3 Method 304
3.1 Study Design 304
3.2 Sample and Participant Profile 305
3.3 Intervention 305
3.4 Data Collection 305
3.5 Data Analysis 306
4 Results 307
4.1 Interview and Survey Data 307
4.1.1 Technical Quality of Material 307
4.1.2 Usability 307
4.1.3 User Experience 308
4.2 Head Movement Data 308
5 Discussion and Conclusion 309
6 Theoretical Contribution and Practical Implications 309
7 Limitations and Future Research 309
References 310
VR and Media 313
23 Towards the Essence of Cinematic VR: Embracing New Technologies to Define a Medium 314
Abstract 314
1 Introduction 315
2 The Essence of Immersive Media 315
3 Immersive Media at the Intersection of Philosophy, Media and Technology 317
4 Immersive Media in Practice 320
5 Conclusion 325
References 327

Produkt-Details

• Erscheint lt. Verlag: 19.2.2019
• Reihe/Serie: Progress in IS
• Reihe/Serie: Progress in IS
• Zusatzinfo: XI, 335 p.
• Verlagsort: Cham
• Sprache: englisch
• Themenwelt: Mathematik / Informatik ► Informatik ► Web / Internet
• Themenwelt: Wirtschaft ► Allgemeines / Lexika
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Wirtschaftsinformatik
• Schlagworte: AR in education • AR in entertainment • AR in fashion • AR in hospitality • AR in retail • AR in tourism • augmented reality • mixed reality • Virtual Reality • VR • wearable computing
• ISBN-10: 3-030-06246-5 / 3030062465
• ISBN-13: 978-3-030-06246-0 / 9783030062460