2021
Xi, Nannan; Chen, Juan; Gama, Filipe; Korkeila, Henry; Hamari, Juho
The Effect of Operating in Many Realities on Memory: An Experiment on Memory Recognition in Extended Realities Proceedings Article
In: Proceedings of the 54th Hawaii International Conference on System Sciences, pp. 4486-4495, University of Hawaii Press, 2021, ISBN: 978-0-9981331-4-0.
Abstract | Links | Tags: Memory performance, Memory recognition, Retail, Virtual reality
@inproceedings{Xi2021,
title = {The Effect of Operating in Many Realities on Memory: An Experiment on Memory Recognition in Extended Realities},
author = {Nannan Xi and Juan Chen and Filipe Gama and Henry Korkeila and Juho Hamari},
url = {https://urn.fi/URN:NBN:fi:tuni-202106175942},
doi = {doi:10.24251/HICSS.2021.544},
isbn = {978-0-9981331-4-0},
year = {2021},
date = {2021-01-05},
booktitle = {Proceedings of the 54th Hawaii International Conference on System Sciences},
pages = {4486-4495},
publisher = {University of Hawaii Press},
abstract = {Extended reality (XR) such as VR and AR have been increasingly adopted across domains in cognitively challenging activities such as learning, shopping, and gaming among others. There are a few concerns about the inferior cognitive affordance of XR-mediated functioning, e.g., with respect to memory retention. For better understanding how different XR technologies influence memory performance (e.g., recognition), we examine the effects of VR and AR -mediation on the ability to remember (i.e., recognize afterward) text and image-based information based on a 2 × 2 between-subject experiment (n = 155). The results indicate that VR had a negative main effect on text-based information recognition but no effect on image-based information recognition. AR had no significant main effect on the recognition of either information types. Overall, the findings as further supported by the interaction effects analysis, suggest that for memory recognition, it is always best to have a fully physical (no-AR & no-VR) or fully digital environment (AR & VR) compared to having either VR or AR alone.},
keywords = {Memory performance, Memory recognition, Retail, Virtual reality},
pubstate = {published},
tppubtype = {inproceedings}
}
Extended reality (XR) such as VR and AR have been increasingly adopted across domains in cognitively challenging activities such as learning, shopping, and gaming among others. There are a few concerns about the inferior cognitive affordance of XR-mediated functioning, e.g., with respect to memory retention. For better understanding how different XR technologies influence memory performance (e.g., recognition), we examine the effects of VR and AR -mediation on the ability to remember (i.e., recognize afterward) text and image-based information based on a 2 × 2 between-subject experiment (n = 155). The results indicate that VR had a negative main effect on text-based information recognition but no effect on image-based information recognition. AR had no significant main effect on the recognition of either information types. Overall, the findings as further supported by the interaction effects analysis, suggest that for memory recognition, it is always best to have a fully physical (no-AR & no-VR) or fully digital environment (AR & VR) compared to having either VR or AR alone.
2019
Xi, Nannan; Hamari, Juho
VR Shopping: A Review of Literature Proceedings Article
In: Proceedings of the 25th Americas Conference on Information Systems, pp. 1-15, AIS, 2019, ISBN: 978-0-9966831-8-0.
Abstract | Tags: CAVE, HMD, Marketing, Retail, V-commerce, Virtual reality
@inproceedings{Xi2019c,
title = {VR Shopping: A Review of Literature},
author = {Nannan Xi and Juho Hamari},
isbn = {978-0-9966831-8-0},
year = {2019},
date = {2019-08-15},
booktitle = {Proceedings of the 25th Americas Conference on Information Systems},
pages = {1-15},
publisher = {AIS},
abstract = {Via the recent proliferation of consumer-grade head-mounted VR technologies, the retailers as well as related scholarly areas have started to increasingly notice the possible potential of virtual reality. However, there is no coherent understanding of the state-of-the-art of the literature on VR shopping, how VR shopping has been investigated and what empirically indicated benefits VR has for a variety of marketing outcomes. Therefore, in this paper, we systematically review the published body of literature on VR shopping (N = 40). The current study contributes to the VR shopping and marketing literature by mapping the VR technologies, product types, consumer experiences and research methods in the extant literature. The review shows that the literature on VR shopping is still in its infancy and there remains ample room for progression both in breadth and depth in the literature on VR shopping in terms of methodological rigor and theoretical prowess.},
keywords = {CAVE, HMD, Marketing, Retail, V-commerce, Virtual reality},
pubstate = {published},
tppubtype = {inproceedings}
}
Via the recent proliferation of consumer-grade head-mounted VR technologies, the retailers as well as related scholarly areas have started to increasingly notice the possible potential of virtual reality. However, there is no coherent understanding of the state-of-the-art of the literature on VR shopping, how VR shopping has been investigated and what empirically indicated benefits VR has for a variety of marketing outcomes. Therefore, in this paper, we systematically review the published body of literature on VR shopping (N = 40). The current study contributes to the VR shopping and marketing literature by mapping the VR technologies, product types, consumer experiences and research methods in the extant literature. The review shows that the literature on VR shopping is still in its infancy and there remains ample room for progression both in breadth and depth in the literature on VR shopping in terms of methodological rigor and theoretical prowess.