Tom Dieck / Jung Augmented Reality and Virtual Reality

The Power of AR and VR for Business
1. Auflage 2019
ISBN: 978-3-030-06246-0
Verlag: Springer Nature Switzerland
Format: PDF
Kopierschutz: 1 - PDF Watermark

E-Book, Englisch, 328 Seiten

Reihe: Progress in IS

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.

Autoren/Hrsg.

Tom Dieck, M. Claudia

Jung, Timothy

Inhaltsverzeichnis

1;Preface;6
2;International Augmented and Virtual Reality Conference 2018;7
2.1;Scientific Committee;7
3;Contents;9
4;AR & VR Retail Experience;12
5;1 Augmented Reality in Real Stores: Empirical Evidence from Consumers’ Interaction with AR in a Retail Format;13
5.1;Abstract;13
5.2;1 Introduction;14
5.3;2 Theoretical Background;15
5.3.1;2.1 Augmented Reality in Retailing;15
5.3.2;2.2 Augmented Places;15
5.3.3;2.3 Human-Computer Interaction (HCI) in Retail Settings;16
5.4;3 Methodology;17
5.4.1;3.1 Augmented Fashion Store Development;17
5.4.2;3.2 Procedure and Data Collection;18
5.5;4 Research Findings;19
5.5.1;4.1 Enhancement: The New Store Environment and Shopping Experience;19
5.5.2;4.2 Interaction: Consumers’ Mobility and Interaction with the Enhanced Store;20
5.5.3;4.3 Behaviour: The Influence of the Enhanced Store;21
5.6;5 Discussion;22
5.6.1;5.1 Store Augmentation: The Development of a New Store Form;22
5.7;6 Conclusions, Contributions and Future Research;23
5.7.1;6.1 Theoretical Contributions and Managerial Implications;23
5.7.2;6.2 Limitations and Future Research;24
5.8;Acknowledgements;24
5.9;References;24
6;2 V-Commerce in Retail: Nature and Potential Impact;27
6.1;Abstract;27
6.2;1 Introduction;27
6.2.1;1.1 Vertical Commerce;28
6.2.2;1.2 Virtual Commerce;28
6.2.3;1.3 Voice Commerce;29
6.3;2 V-Commerce and the Impact on Business-to-Consumer Retailing;30
6.3.1;2.1 Current Implementations of V-Commerce;31
6.4;3 Discussion;32
6.5;References;33
7;3 A Virtual Reality and Retailing Literature Review: Current Focus, Underlying Themes and Future Directions;36
7.1;Abstract;36
7.2;1 Introduction;36
7.3;2 Methodology;37
7.4;3 Literature Review Results;39
7.4.1;3.1 Current Research Focus on VR/AR;39
7.4.2;3.2 Underlying Themes in the VR/AR Literature;41
7.4.3;3.3 Research Gaps with VR/AR;43
7.5;4 Discussion;45
7.5.1;4.1 Current Research Focus;45
7.5.2;4.2 Underlying Themes;46
7.5.3;4.3 Research Gaps;46
7.6;5 Conclusion;47
7.7;References;48
8;AR & VR Experience Design;51
9;4 What We Don’t Know. The Effect of Realism in Virtual Reality on Experience and Behaviour;52
9.1;Abstract;52
9.2;1 Introduction;53
9.3;2 Theory;53
9.4;3 Method;55
9.4.1;3.1 Materials;56
9.4.2;3.2 Participants;56
9.4.3;3.3 Measures;57
9.5;4 Results;58
9.6;5 Conclusions;59
9.7;Acknowledgements;62
9.8;References;62
10;5 Adapting Jake Knapp’s Design Sprint Approach for AR/VR Applications in Digital Heritage;65
10.1;Abstract;65
10.2;1 Introduction;65
10.3;2 Designing Digital Solutions for Enhanced Usability;66
10.4;3 AR and VR for Heritage and Heritage Tourism;68
10.5;4 Case Study Context: Chester, UK;70
10.6;5 The Digital Dee;70
10.7;6 Testing the Three-Day Design Sprint Approach;71
10.8;7 Conclusion;73
10.9;Acknowledgements;74
10.10;References;74
11;AR & VR in Tourism;77
12;6 Designing Valuable Augmented Reality Tourism Application Experiences;78
12.1;Abstract;78
12.2;1 Introduction;78
12.3;2 Literature Review;79
12.3.1;2.1 Augmented Reality and Cultural Heritage Tourism;79
12.3.2;2.2 Augmented Reality Experiences;80
12.3.3;2.3 Stakeholder Approach;81
12.4;3 Methods;82
12.5;4 Findings;85
12.5.1;4.1 Visitor Value;85
12.5.2;4.2 Organisational Value;85
12.5.3;4.3 Stakeholder Value;86
12.5.4;4.4 Economic Value;87
12.6;5 Discussion and Conclusions;88
12.6.1;5.1 Discussion;88
12.6.2;5.2 Theoretical Contributions and Managerial Implications;89
12.6.3;5.3 Limitations and Future Research;90
12.7;References;90
13;7 Experiencing Virtual Reality in Heritage Attractions: Perceptions of Elderly Users;93
13.1;Abstract;93
13.2;1 Introduction;93
13.3;2 Literature Review;94
13.3.1;2.1 Technology Enhanced Tourism Experiences in Heritage Attractions;94
13.3.2;2.2 Virtual Reality in Tourism and Attitudes of the Elderly;95
13.4;3 Methodology;96
13.5;4 Findings;97
13.5.1;4.1 Impacts of VR on Tourism Experiences;97
13.5.1.1;4.1.1 Link Between Past and Present;97
13.5.1.2;4.1.2 Accessibility;98
13.5.1.3;4.1.3 Sharing Experiences;98
13.5.1.4;4.1.4 Novelty;99
13.5.2;4.2 Elderly Tourists’ Requirements for Using VR;99
13.5.2.1;4.2.1 Presence and Immersion;99
13.5.2.2;4.2.2 Control;99
13.5.2.3;4.2.3 Storytelling and Human Elements;100
13.6;5 Discussion and Conclusion;101
13.7;References;101
14;8 A Case Study: Assessing Effectiveness of the Augmented Reality Application in Augusta Raurica;103
14.1;Abstract;103
14.2;1 Introduction;104
14.3;2 Literature Review;105
14.3.1;2.1 Effectiveness of AR in Tourism—Benefits and Challenges;105
14.4;3 Problem Statement;106
14.5;4 Methods;107
14.5.1;4.1 Survey and Case Study;107
14.5.2;4.2 Making Visible the Invisible—Augusta Raurica AR App;109
14.6;5 Results;110
14.6.1;5.1 Characteristics of Study Participants;110
14.6.2;5.2 Results of the Case Study;111
14.7;6 Interviews;112
14.8;7 Conclusion;113
14.9;References;114
15;9 Virtual and Augmented Reality Technologies to Enhance the Visitor Experience in Cultural Tourism;116
15.1;Abstract;116
15.2;1 Introduction;117
15.3;2 Literature Review;118
15.3.1;2.1 Cultural Tourism;118
15.3.2;2.2 Visitor Experience;119
15.3.2.1;2.2.1 Elements Affecting the Visitor Experience;119
15.3.2.2;2.2.2 Visitor Engagement for Enhanced Learning Experience;120
15.3.3;2.3 AR and VR;121
15.3.4;2.4 AR, VR Use Cases and Prior Studies in Cultural Tourism;122
15.4;3 Proposed Framework;123
15.5;4 Discussion;123
15.5.1;4.1 The Importance of Consumer-Centric Design of Visitor Experiences;124
15.5.2;4.2 Objective of Technology Implementation—Need for Meaningful Design of Emerging Consumer Technologies Such as AR/VR;125
15.5.3;4.3 Increasing Use of EEG and Physiology for Measuring Experiences in Addition to Reflective Indications;126
15.6;5 Conclusion;128
15.7;References;128
16;10 Tourism Marketers Perspectives on Enriching Visitors City Experience with Augmented Reality: An Exploratory Study;132
16.1;Abstract;132
16.2;1 Introduction;132
16.3;2 Literature Review;133
16.3.1;2.1 Impact of ICTs on Tourism Marketers’ Competitive Strategy;133
16.3.2;2.2 AR-Enhanced Visitor Experiences;134
16.3.3;2.3 Tourism Marketers’ Adoption of Innovative Technologies;135
16.4;3 Methods;136
16.4.1;3.1 Context of Study;136
16.4.2;3.2 Data Analysis;137
16.5;4 Findings and Discussion;138
16.5.1;4.1 Technological Context;138
16.5.1.1;4.1.1 Valuable Visitor Experiences;138
16.5.1.2;4.1.2 Visitor Satisfaction;138
16.5.1.3;4.1.3 Increased Social Media Presence;138
16.5.2;4.2 Organisational Context;139
16.5.2.1;4.2.1 Perceived Financial Cost;139
16.5.2.2;4.2.2 Resource Limitation;140
16.5.2.3;4.2.3 Return on Investment;140
16.5.3;4.3 Environmental Context;140
16.5.3.1;4.3.1 Positive Destination Image;140
16.5.3.2;4.3.2 Visitor Adoption;141
16.5.3.3;4.3.3 External Concerns;141
16.6;5 Conclusion;142
16.7;6 Theoretical Contribution;143
16.8;7 Practical Implications;143
16.9;8 Limitations;143
16.10;References;144
17;AR & VR in Education;148
18;11 Creating Virtual Reality in a Business and Technology Educational Context;149
18.1;Abstract;149
18.2;1 Introduction;149
18.3;2 Applications of VR in Education;150
18.4;3 Designing VR with the CoSpaces Platform;151
18.4.1;3.1 CoSpaces in Education;151
18.4.2;3.2 CoSpaces in the TalkTech 2017 Project;152
18.5;4 TalkTech 2017 Implementation;154
18.5.1;4.1 Exploring Uses of VR in a Business and Technology Context;155
18.6;5 Findings;156
18.6.1;5.1 Experience and Attitudes Toward Learning About VR;156
18.6.2;5.2 Desirability Test;157
18.6.3;5.3 Future Uses of AR/VR: From an Entrepreneurship Point of View;159
18.7;6 Discussion and Conclusion;159
18.8;References;160
19;12 Immersive Virtual Reality (IVR) in Higher Education: Development and Implementation;162
19.1;Abstract;162
19.2;1 Introduction;163
19.3;2 Adoption of IVR in Higher Education;164
19.4;3 VR/IVR Design and Development: A Teaching-Development Grant Project;165
19.4.1;3.1 Designing and Developing VR/IVR Cases for Practising Professional Clinical Skills in ‘Pharmacology and Therapeutics’;165
19.4.2;3.2 Designing and Developing VR/IVR Outdoor Field Trips for Students Taking ‘Understanding Ecotourism’;167
19.5;4 VR/IVR Implementation in the Classroom;168
19.5.1;4.1 Pharmacy Class;168
19.5.2;4.2 Ecotourism Class;169
19.6;5 Evaluation of the IVR Project;169
19.7;6 Discussion;171
19.8;7 Conclusion and Recommendations;172
19.9;Acknowledgements;173
19.10;References;173
20;13 Cultural Heritage Objects in Education by Virtual and Augmented Reality;175
20.1;Abstract;175
20.2;1 Introduction;175
20.3;2 Issues;177
20.4;3 Procedures;179
20.4.1;3.1 Virtual Reality Application;181
20.4.2;3.2 Augmented Reality Application;182
20.5;4 Results;183
20.5.1;4.1 Mixing VR and AR Together in Education;184
20.5.2;4.2 Testing of the Memorability of the Information by Using AR/VR;184
20.5.3;4.3 Applications in the InovEduc Project;185
20.6;5 Conclusions;186
20.7;Acknowledgements;186
20.8;References;186
21;AR & VR Applications and Immersive Designs;188
22;14 To Have and Vehold: Marrying Museum Objects and Virtual Collections via AR;189
22.1;Abstract;189
22.2;1 Introduction;189
22.3;2 Issues;191
22.4;3 Procedures;194
22.5;4 Results;195
22.6;5 Conclusions;197
22.7;Acknowledgements;198
22.8;References;199
23;15 A Tool, not a Toy: Using Virtual Reality to Evaluate the Communication Between Autonomous Vehicles and Pedestrians;201
23.1;Abstract;201
23.2;1 Introduction;202
23.3;2 Literature Review;203
23.3.1;2.1 Context: Existing HMI for Communication Between AV and Pedestrians;203
23.3.2;2.2 Testing Usability;203
23.3.3;2.3 Virtual Reality;205
23.4;3 Method;206
23.4.1;3.1 Case Study;206
23.4.2;3.2 Test Participants;208
23.4.3;3.3 Virtual Reality Hardware Setup;208
23.4.4;3.4 Adaptation of Usability Tests Within VR;208
23.5;4 Findings;209
23.6;5 Discussion;212
23.7;6 Conclusion;213
23.8;References;213
24;16 Designing Spatial UI as a Solution of the Narrow FOV of Microsoft HoloLens: Prototype of Virtual Museum Guide;215
24.1;Abstract;215
24.2;1 Introduction;215
24.2.1;1.1 Related Work;217
24.3;2 System Overview;218
24.3.1;2.1 Functionality;218
24.3.2;2.2 System Architecture;218
24.3.3;2.3 UI Design Process;220
24.4;3 Prototype Evaluation;224
24.4.1;3.1 Method;224
24.4.2;3.2 Results;225
24.5;4 Discussion and Conclusion;226
24.5.1;4.1 Future Work;227
24.6;Acknowledgements;227
24.7;References;228
25;17 Recommender System as the Support for Binaural Audio;230
25.1;Abstract;230
25.2;1 Introduction;230
25.2.1;1.1 Contribution;231
25.3;2 Physics of Binaural Audio;231
25.3.1;2.1 Basic Principles;232
25.3.2;2.2 Standard Approaches to Retrieving HRTF;233
25.4;3 Related Work;234
25.5;4 Recommendation System;234
25.5.1;4.1 User-Related Rating Methods;235
25.5.1.1;4.1.1 Laboratory Method;235
25.5.1.2;4.1.2 HRTF Reconstruction in Home Conditions;236
25.5.1.3;4.1.3 VR-Extended Method;237
25.6;5 Experiment;238
25.6.1;5.1 Results;238
25.6.2;5.2 Problems;240
25.7;6 Conclusion and Discussion;241
25.7.1;6.1 Binaural Audio for Business Purposes;242
25.8;Acknowledgements;242
25.9;References;243
26;18 Virtual Reality References in Design Problem Solving: Towards an Understanding of Affect-Cognition Interaction in Conceptual Design;244
26.1;Abstract;244
26.2;1 Introduction;244
26.3;2 Review of Literature;245
26.3.1;2.1 Affect, Cognition and Conceptual Design;245
26.3.2;2.2 Affect, Virtual Reality and Conceptual Design;247
26.3.3;2.3 Research Questions;247
26.4;3 Methodology;248
26.4.1;3.1 Experimental Pilot Study and Expected Findings;248
26.4.2;3.2 Procedure;249
26.4.3;3.3 Material;249
26.4.4;3.4 Protocol Study;251
26.4.5;3.5 Data Analysis;251
26.5;4 Results;251
26.5.1;4.1 The Operation of Principles of Affect-Cognition Interaction in VR Condition;252
26.5.2;4.2 The Operation of Principles of Affect-Cognition Interaction in Non VR Condition;254
26.5.3;4.3 Indication of Affect-Cognition Heuristic in Conceptual Design;254
26.6;5 Discussion and Conclusion;254
26.7;Acknowledgements;255
26.8;References;255
27;19 Intuitive Hand Gestures for the Interaction with Information Visualizations in Virtual Reality;258
27.1;Abstract;258
27.2;1 Introduction;259
27.3;2 Literature Review;259
27.3.1;2.1 Information Visualization in Virtual Reality;259
27.3.2;2.2 Touchless Interaction with Data;260
27.3.3;2.3 The Visual Information Seeking Mantra;261
27.3.4;2.4 Research Questions;261
27.4;3 Methods;262
27.4.1;3.1 The VR Application;262
27.4.2;3.2 Assigning VISM Tasks to App Functionalities;263
27.4.3;3.3 Survey and Experiment;264
27.5;4 Findings;264
27.5.1;4.1 Characteristics of Study Participants;264
27.5.2;4.2 Details-on-Demand;265
27.5.3;4.3 Zoom-In and Zoom-Out;266
27.6;5 Discussion;266
27.7;6 Conclusion and Future Work;267
27.8;References;268
28;AR & VR Medical Applications;271
29;20 Pulmonary Rehabilitation in Virtual Reality for COPD Patients;272
29.1;Abstract;272
29.2;1 Introduction;273
29.3;2 Literature Review;273
29.3.1;2.1 Current Treatments for Pulmonary Rehabilitation;273
29.3.2;2.2 The Use of Virtual Reality for Rehabilitation;275
29.4;3 Method;276
29.4.1;3.1 Participant Profile;276
29.4.2;3.2 PR in VR Application;277
29.4.3;3.3 Experiment;277
29.4.4;3.4 Qualitative Data Collection;277
29.4.5;3.5 Data Analysis;278
29.5;4 Findings and Discussion;278
29.5.1;4.1 Benefits of PR in VR;278
29.5.1.1;4.1.1 Increased Strength & Mobility;278
29.5.1.2;4.1.2 Compliance;278
29.5.1.3;4.1.3 Motivation;279
29.5.1.4;4.1.4 Confidence;279
29.5.1.5;4.1.5 Quality of Life;280
29.5.1.6;4.1.6 Improved Self-management;280
29.5.1.7;4.1.7 Satisfaction;280
29.5.2;4.2 Recommendations for Future Development;281
29.5.2.1;4.2.1 Technical Capabilities;281
29.5.2.2;4.2.2 Personalisation;281
29.6;5 Conclusion;281
29.7;6 Theoretical Contribution and Practical Implications;282
29.8;7 Limitations and Future Research;282
29.9;References;283
30;21 Exploring Surgeon’s Acceptance of Virtual Reality Headset for Training;286
30.1;Abstract;286
30.2;1 Introduction;286
30.3;2 Literature Review and Hypothesis;288
30.3.1;2.1 Theoretical Framework;288
30.3.1.1;2.1.1 Unified Theory of Acceptance and Use of Technology (UTAUT);288
30.3.1.2;2.1.2 Advantages of UTAUT;289
30.3.2;2.2 Hypothesis;290
30.3.2.1;2.2.1 Direct Influence -the Influence of Performance Expectancy (PE), Effort Expectancy (EE) and Social Influence (SI) on Behavior Intention (BI);290
30.3.2.2;2.2.2 Indirect Influence—The Influence of the Moderating Variables on the Independent Variables;291
30.4;3 Data and Methodology;291
30.5;4 Method;293
30.6;5 Analysis and Results;294
30.6.1;5.1 Implications and Limitations;297
30.7;Acknowledgements;297
30.8;References;298
31;22 Evaluation of Virtual Reality in Orthopaedic Training—A Pioneering Pilot Study;300
31.1;Abstract;300
31.2;1 Introduction;300
31.3;2 Literature Review;302
31.3.1;2.1 VR in Medical and Surgical Training;302
31.3.2;2.2 VR User Experience;303
31.4;3 Method;304
31.4.1;3.1 Study Design;304
31.4.2;3.2 Sample and Participant Profile;305
31.4.3;3.3 Intervention;305
31.4.4;3.4 Data Collection;305
31.4.5;3.5 Data Analysis;306
31.5;4 Results;307
31.5.1;4.1 Interview and Survey Data;307
31.5.1.1;4.1.1 Technical Quality of Material;307
31.5.1.2;4.1.2 Usability;307
31.5.1.3;4.1.3 User Experience;308
31.5.2;4.2 Head Movement Data;308
31.6;5 Discussion and Conclusion;309
31.7;6 Theoretical Contribution and Practical Implications;309
31.8;7 Limitations and Future Research;309
31.9;References;310
32;VR and Media;313
33;23 Towards the Essence of Cinematic VR: Embracing New Technologies to Define a Medium;314
33.1;Abstract;314
33.2;1 Introduction;315
33.3;2 The Essence of Immersive Media;315
33.4;3 Immersive Media at the Intersection of Philosophy, Media and Technology;317
33.5;4 Immersive Media in Practice;320
33.6;5 Conclusion;325
33.7;References;327