Augmented Reality and Virtual Reality - The Power of AR and VR for Business

Preface

International Augmented and Virtual Reality Conference 2018

Scientific Committee

Contents

AR & VR Retail Experience

1 Augmented Reality in Real Stores: Empirical Evidence from Consumers’ Interaction with AR in a Retail Format

Abstract

1 Introduction

2 Theoretical Background

2.1 Augmented Reality in Retailing

2.2 Augmented Places

2.3 Human-Computer Interaction (HCI) in Retail Settings

3 Methodology

3.1 Augmented Fashion Store Development

3.2 Procedure and Data Collection

4 Research Findings

4.1 Enhancement: The New Store Environment and Shopping Experience

4.2 Interaction: Consumers’ Mobility and Interaction with the Enhanced Store

4.3 Behaviour: The Influence of the Enhanced Store

5 Discussion

5.1 Store Augmentation: The Development of a New Store Form

6 Conclusions, Contributions and Future Research

6.1 Theoretical Contributions and Managerial Implications

6.2 Limitations and Future Research

Acknowledgements

References

2 V-Commerce in Retail: Nature and Potential Impact

Abstract

1 Introduction

1.1 Vertical Commerce

1.2 Virtual Commerce

1.3 Voice Commerce

2 V-Commerce and the Impact on Business-to-Consumer Retailing

2.1 Current Implementations of V-Commerce

3 Discussion

References

3 A Virtual Reality and Retailing Literature Review: Current Focus, Underlying Themes and Future Directions

Abstract

1 Introduction

2 Methodology

3 Literature Review Results

3.1 Current Research Focus on VR/AR

3.2 Underlying Themes in the VR/AR Literature

3.3 Research Gaps with VR/AR

4 Discussion

4.1 Current Research Focus

4.2 Underlying Themes

4.3 Research Gaps

5 Conclusion

References

AR & VR Experience Design

4 What We Don’t Know. The Effect of Realism in Virtual Reality on Experience and Behaviour

Abstract

1 Introduction

2 Theory

3 Method

3.1 Materials

3.2 Participants

3.3 Measures

4 Results

5 Conclusions

Acknowledgements

References

5 Adapting Jake Knapp’s Design Sprint Approach for AR/VR Applications in Digital Heritage

Abstract

1 Introduction

2 Designing Digital Solutions for Enhanced Usability

3 AR and VR for Heritage and Heritage Tourism

4 Case Study Context: Chester, UK

5 The Digital Dee

6 Testing the Three-Day Design Sprint Approach

7 Conclusion

Acknowledgements

References

AR & VR in Tourism

6 Designing Valuable Augmented Reality Tourism Application Experiences

Abstract

1 Introduction

2 Literature Review

2.1 Augmented Reality and Cultural Heritage Tourism

2.2 Augmented Reality Experiences

2.3 Stakeholder Approach

3 Methods

4 Findings

4.1 Visitor Value

4.2 Organisational Value

4.3 Stakeholder Value

4.4 Economic Value

5 Discussion and Conclusions

5.1 Discussion

5.2 Theoretical Contributions and Managerial Implications

5.3 Limitations and Future Research

References

7 Experiencing Virtual Reality in Heritage Attractions: Perceptions of Elderly Users

Abstract

1 Introduction

2 Literature Review

2.1 Technology Enhanced Tourism Experiences in Heritage Attractions

2.2 Virtual Reality in Tourism and Attitudes of the Elderly

3 Methodology

4 Findings

4.1 Impacts of VR on Tourism Experiences

4.1.1 Link Between Past and Present

4.1.2 Accessibility

4.1.3 Sharing Experiences

4.1.4 Novelty

4.2 Elderly Tourists’ Requirements for Using VR

4.2.1 Presence and Immersion

4.2.2 Control

4.2.3 Storytelling and Human Elements

5 Discussion and Conclusion

References

8 A Case Study: Assessing Effectiveness of the Augmented Reality Application in Augusta Raurica

Abstract

1 Introduction

2 Literature Review

2.1 Effectiveness of AR in Tourism—Benefits and Challenges

3 Problem Statement

4 Methods

4.1 Survey and Case Study

4.2 Making Visible the Invisible—Augusta Raurica AR App

5 Results

5.1 Characteristics of Study Participants

5.2 Results of the Case Study

6 Interviews

7 Conclusion

References

9 Virtual and Augmented Reality Technologies to Enhance the Visitor Experience in Cultural Tourism

Abstract

1 Introduction

2 Literature Review

2.1 Cultural Tourism

2.2 Visitor Experience

2.2.1 Elements Affecting the Visitor Experience

2.2.2 Visitor Engagement for Enhanced Learning Experience

2.3 AR and VR

2.4 AR, VR Use Cases and Prior Studies in Cultural Tourism

3 Proposed Framework

4 Discussion

4.1 The Importance of Consumer-Centric Design of Visitor Experiences

4.2 Objective of Technology Implementation—Need for Meaningful Design of Emerging Consumer Technologies Such as AR/VR

4.3 Increasing Use of EEG and Physiology for Measuring Experiences in Addition to Reflective Indications

5 Conclusion

References

10 Tourism Marketers Perspectives on Enriching Visitors City Experience with Augmented Reality: An Exploratory Study

Abstract

1 Introduction

2 Literature Review

2.1 Impact of ICTs on Tourism Marketers’ Competitive Strategy

2.2 AR-Enhanced Visitor Experiences

2.3 Tourism Marketers’ Adoption of Innovative Technologies

3 Methods

3.1 Context of Study

3.2 Data Analysis

4 Findings and Discussion

4.1 Technological Context

4.1.1 Valuable Visitor Experiences

4.1.2 Visitor Satisfaction

4.1.3 Increased Social Media Presence

4.2 Organisational Context

4.2.1 Perceived Financial Cost

4.2.2 Resource Limitation

4.2.3 Return on Investment

4.3 Environmental Context

4.3.1 Positive Destination Image

4.3.2 Visitor Adoption

4.3.3 External Concerns

5 Conclusion

6 Theoretical Contribution

7 Practical Implications

8 Limitations

References

AR & VR in Education

11 Creating Virtual Reality in a Business and Technology Educational Context

Abstract

1 Introduction

2 Applications of VR in Education

3 Designing VR with the CoSpaces Platform

3.1 CoSpaces in Education

3.2 CoSpaces in the TalkTech 2017 Project

4 TalkTech 2017 Implementation

4.1 Exploring Uses of VR in a Business and Technology Context

5 Findings

5.1 Experience and Attitudes Toward Learning About VR

5.2 Desirability Test

5.3 Future Uses of AR/VR: From an Entrepreneurship Point of View

6 Discussion and Conclusion

References

12 Immersive Virtual Reality (IVR) in Higher Education: Development and Implementation

Abstract

1 Introduction

2 Adoption of IVR in Higher Education

3 VR/IVR Design and Development: A Teaching-Development Grant Project

3.1 Designing and Developing VR/IVR Cases for Practising Professional Clinical Skills in ‘Pharmacology and Therapeutics’

3.2 Designing and Developing VR/IVR Outdoor Field Trips for Students Taking ‘Understanding Ecotourism’

4 VR/IVR Implementation in the Classroom

4.1 Pharmacy Class

4.2 Ecotourism Class

5 Evaluation of the IVR Project

6 Discussion

7 Conclusion and Recommendations

Acknowledgements

References

13 Cultural Heritage Objects in Education by Virtual and Augmented Reality

Abstract

1 Introduction

2 Issues

3 Procedures

3.1 Virtual Reality Application

3.2 Augmented Reality Application

4 Results

4.1 Mixing VR and AR Together in Education

4.2 Testing of the Memorability of the Information by Using AR/VR

4.3 Applications in the InovEduc Project

5 Conclusions

Acknowledgements

References

AR & VR Applications and Immersive Designs

14 To Have and Vehold: Marrying Museum Objects and Virtual Collections via AR

Abstract

1 Introduction

2 Issues

3 Procedures

4 Results

5 Conclusions

Acknowledgements

References

15 A Tool, not a Toy: Using Virtual Reality to Evaluate the Communication Between Autonomous Vehicles and Pedestrians

Abstract

1 Introduction

2 Literature Review

2.1 Context: Existing HMI for Communication Between AV and Pedestrians

2.2 Testing Usability

2.3 Virtual Reality

3 Method

3.1 Case Study

3.2 Test Participants

3.3 Virtual Reality Hardware Setup

3.4 Adaptation of Usability Tests Within VR

4 Findings

5 Discussion

6 Conclusion

References

16 Designing Spatial UI as a Solution of the Narrow FOV of Microsoft HoloLens: Prototype of Virtual Museum Guide

Abstract

1 Introduction

1.1 Related Work

2 System Overview

2.1 Functionality

2.2 System Architecture

2.3 UI Design Process

3 Prototype Evaluation

3.1 Method

3.2 Results

4 Discussion and Conclusion

4.1 Future Work

Acknowledgements

References

17 Recommender System as the Support for Binaural Audio

Abstract

1 Introduction

1.1 Contribution

2 Physics of Binaural Audio

2.1 Basic Principles

2.2 Standard Approaches to Retrieving HRTF

3 Related Work

4 Recommendation System

4.1 User-Related Rating Methods

4.1.1 Laboratory Method

4.1.2 HRTF Reconstruction in Home Conditions

4.1.3 VR-Extended Method

5 Experiment

5.1 Results

5.2 Problems

6 Conclusion and Discussion

6.1 Binaural Audio for Business Purposes

Acknowledgements

References

18 Virtual Reality References in Design Problem Solving: Towards an Understanding of Affect-Cognition Interaction in Conceptual Design

Abstract

1 Introduction

2 Review of Literature

2.1 Affect, Cognition and Conceptual Design

2.2 Affect, Virtual Reality and Conceptual Design

2.3 Research Questions

3 Methodology

3.1 Experimental Pilot Study and Expected Findings

3.2 Procedure

3.3 Material

3.4 Protocol Study

3.5 Data Analysis

4 Results

4.1 The Operation of Principles of Affect-Cognition Interaction in VR Condition

4.2 The Operation of Principles of Affect-Cognition Interaction in Non VR Condition

4.3 Indication of Affect-Cognition Heuristic in Conceptual Design

5 Discussion and Conclusion

Acknowledgements

References

19 Intuitive Hand Gestures for the Interaction with Information Visualizations in Virtual Reality

Abstract

1 Introduction

2 Literature Review

2.1 Information Visualization in Virtual Reality

2.2 Touchless Interaction with Data

2.3 The Visual Information Seeking Mantra

2.4 Research Questions

3 Methods

3.1 The VR Application

3.2 Assigning VISM Tasks to App Functionalities

3.3 Survey and Experiment

4 Findings

4.1 Characteristics of Study Participants

4.2 Details-on-Demand

4.3 Zoom-In and Zoom-Out

5 Discussion

6 Conclusion and Future Work

References

AR & VR Medical Applications

20 Pulmonary Rehabilitation in Virtual Reality for COPD Patients

Abstract

1 Introduction

2 Literature Review

2.1 Current Treatments for Pulmonary Rehabilitation

2.2 The Use of Virtual Reality for Rehabilitation

3 Method

3.1 Participant Profile

3.2 PR in VR Application

3.3 Experiment

3.4 Qualitative Data Collection

3.5 Data Analysis

4 Findings and Discussion

4.1 Benefits of PR in VR

4.1.1 Increased Strength & Mobility

4.1.2 Compliance

4.1.3 Motivation

4.1.4 Confidence

4.1.5 Quality of Life

4.1.6 Improved Self-management

4.1.7 Satisfaction

4.2 Recommendations for Future Development

4.2.1 Technical Capabilities

4.2.2 Personalisation

5 Conclusion

6 Theoretical Contribution and Practical Implications

7 Limitations and Future Research

References

21 Exploring Surgeon’s Acceptance of Virtual Reality Headset for Training

Abstract

1 Introduction

2 Literature Review and Hypothesis

2.1 Theoretical Framework

2.1.1 Unified Theory of Acceptance and Use of Technology (UTAUT)

2.1.2 Advantages of UTAUT

2.2 Hypothesis

2.2.1 Direct Influence -the Influence of Performance Expectancy (PE), Effort Expectancy (EE) and Social Influence (SI) on Behavior Intention (BI)

2.2.2 Indirect Influence—The Influence of the Moderating Variables on the Independent Variables

3 Data and Methodology

4 Method

5 Analysis and Results

5.1 Implications and Limitations

Acknowledgements

References

22 Evaluation of Virtual Reality in Orthopaedic Training—A Pioneering Pilot Study

Abstract

1 Introduction

2 Literature Review

2.1 VR in Medical and Surgical Training

2.2 VR User Experience

3 Method

3.1 Study Design

3.2 Sample and Participant Profile

3.3 Intervention

3.4 Data Collection

3.5 Data Analysis

4 Results

4.1 Interview and Survey Data

4.1.1 Technical Quality of Material

4.1.2 Usability

4.1.3 User Experience

4.2 Head Movement Data

5 Discussion and Conclusion

6 Theoretical Contribution and Practical Implications

7 Limitations and Future Research

References

VR and Media

23 Towards the Essence of Cinematic VR: Embracing New Technologies to Define a Medium

Abstract

1 Introduction

2 The Essence of Immersive Media

3 Immersive Media at the Intersection of Philosophy, Media and Technology

4 Immersive Media in Practice

5 Conclusion

References