Emotional Response to Extended Realities: The Effects of Augmented and Virtual Technologies in a Shopping Context

Simple item page
dc.contributor.authorBujić, Mila
dc.contributor.authorXi, Nannan
dc.contributor.authorHamari, Juho
dc.date.accessioned2020-12-24T19:06:04Z
dc.date.available2020-12-24T19:06:04Z
dc.date.issued2021-01-05
dc.description.abstractExtended reality (XR) technologies such as Augmented Reality (AR) and Virtual Reality (VR) are facing mixed expectations. XR is often touted to offer deeply engrossing experiences but it can also lead to cybersickness, disappointment, and frustration. Moreover, research has not kept pace with how these technologies may affect users' emotions. Therefore, to understand emotions in XR, this study employs a 2 (virtual: yes vs. no) ×2 (augmented: yes vs. no) between-subject experiment (N = 162) in the shopping context. Effects on emotions are assessed by measuring changes in emotional valence and examining them using Median Tests and exploratory data analysis. Results suggest that emotional responses in XR are similar to those in a physical store. However, there is an unexpected effect of the augmented experiences where negative emotions markedly vary. Implications are presented both for retail businesses and simulations, and emotionally engaging experiences such as immersive journalism and psychotherapy.
dc.format.extent10 pages
dc.identifier.doi10.24251/HICSS.2021.077
dc.identifier.isbn978-0-9981331-4-0
dc.identifier.urihttp://hdl.handle.net/10125/70688
dc.language.isoEnglish
dc.relation.ispartofProceedings of the 54th Hawaii International Conference on System Sciences
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 International
dc.rights.urihttps://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subjectNew Potentials of Mixed Reality and its Business Impact
dc.subjectaugmented reality
dc.subjectemotions
dc.subjectextended reality
dc.subjectretail
dc.subjectvirtual reality
dc.titleEmotional Response to Extended Realities: The Effects of Augmented and Virtual Technologies in a Shopping Context
prism.startingpage628

Files

Original bundle
Now showing 1 - 1 of 1
Thumbnail Image
Name:
0063.pdf
Size:
238.08 KB
Format:
Adobe Portable Document Format
Download

Collections

New Potentials of Mixed Reality and its Business Impact