Augmented reality is eating the real-world! The substitution of physical products by holograms

Augmented future: tracing the trajectory of location-based augmented reality gaming for the next ten years

Location-based games are a highly technology-dependent game genre that has witnessed an exponential increase in popularity with the democratisation of smartphones as well as ubiquitous mobile data and access to satellite navigation. Moving forward into the future, location-based games can be expected to evolve as the technologies underlying the genre improve. In this conceptual work, we review the current state of the art in location-based games, and identify key trajectories and trends. We discovered 12 trends, based on which we jump ten years into the future and evaluate how current technology trends may end up influencing location-based gaming. For example, we propose that in the year 2035 through improvements in map data services and sensor data coverage, we will see locative games that are increasingly connected to elements in the physical world. We also expect to see gameplay that moves away from solely taking place on a smartphone screen to the adoption of multiple forms of interactions with location-based game worlds, especially as head-mounted displays and other wearables become more commonplace.

Users' willingness to adopt metaverse drawing on flow theory: An empirical study using PLS-SEM and FsQCA

As a rapidly developing information technology in recent years, the metaverse has significantly transformed how we live, learn, and work. In order to accelerate the use of metaverse technology and promote users' acceptance of the metaverse, this study constructs an integrated model based on flow theory and use and satisfaction theory, to further explore the factors affecting users' acceptance of the metaverse. A total of 265 valid questionnaires were obtained through a situational questionnaire survey. Considering the limitations of a single analysis technique, we use two methods to analyze the data. Among them, the symmetric PLS-SEM method is mainly used to analyze the effects of single variables, while the asymmetric fsQCA method is used to analyze the combined effects of variables. The PLS-SEM results manifest that flow experience, perceived risk, and personal innovation directly influence users' acceptance of the metaverse, while perceived cost has no effect. Simultaneously, interactivity, presence, and social presence indirectly affect users' acceptance of the metaverse, while informativeness and enjoyment have no indirect effect. Significantly, fsQCA unveiled five configurations resulting in a high user acceptance of the metaverse, as well as six configurations leading to a negative acceptance. The complementary findings from PLS-SEM and fsQCA offer valuable insights for both theoretical understanding and practical implementation.

The role of aesthetics in tourist satisfaction in the Ghanaian hospitality industry

Purpose

The study examines the role of aesthetics in tourist satisfaction in the Ghanaian hospitality industry.

Design/methodology/approach

The study is quantitative and cross-sectional in nature. A total of 5 tourist destinations and 350 tourists were selected using purposive sampling technique. Data for the study was gathered using self-reported questionnaires and analysed using Statistical Package for Social Sciences (SPSS). A total of 300 retrieved questionnaires representing 85.7 % of response rate was used for data analysis.

Findings

The study results proved that the three main types of aesthetics that influence tourists' visitation to tourist destinations are visual product aesthetics, package aesthetics and taste aesthetics. The study also discovered that visual product aesthetics, package aesthetics and taste aesthetics had significant positive correlations with tourist satisfaction. Again, the results established that, aesthetic types (visual product aesthetics and package aesthetics) have significant positive impact on tourists' satisfaction whereas taste aesthetics has a negative effect on tourists' satisfaction.

Research limitations/implications

The Ghanaian hospitality sector should push creativity to new heights by ensuring that venues change their appearance and ambiance through the use of creative lights, music, and food setups, so as to often attract consumers and offer them a completely unique experience each time. The hospitality sector also need to provide more effective and dependable channels for user complaints, recommendations, and contributions, as well as consumer feedback systems.

Originality/value

The study adds to literature on aesthetics and tourist satisfaction as well as contributes to the agenda towards tourist destination sustainability.

Storytelling and user experience in the cultural metaverse

Enthusiasm for the metaverse is intensifying in academia and industries. The metaverse is a complex concept, combining many technologies to create many different types of user experiences (UX), depending on the intended use. The cultural metaverse was first introduced in this study. This study is an initial attempt to fill the gaps in the practical research and storytelling research in the metaverse. Augmented reality (AR) technology is an applicative tool in cultural experience, which displays computer - generated virtual information on a real-world scene. AR displays digital information realistically, making it appear to be part of the actual environment, deepening or expanding the user's understanding of "reality". This study constructed a cultural metaverse using the innovative AR storytelling. The cultural metaverse is a new cultural ecology in which advanced information technologies are deeply integrated with cultural spaces and exhibits. It combines digital technologies and cultural industries, mixing virtual space and physical space to facilitate the UX in cultural experiences. In this study, the existing AR e-book and the innovative AR version were compared while measuring multiple aspects of UX, including presence, flow, enjoyment, education, and engagement. By analyzing questionnaire data from two groups with a total of 368 participants, the results indicated that the innovative AR storytelling produced a better UX across all variables compared to the AR e-book application. Overall, innovative AR storytelling allows visitors to transition between real and virtual spaces, enriches their interactive experience, and improves user engagement with the metaverse exhibition of cultural experience. Therefore, practitioners can construct a primary cultural metaverse through innovative AR storytelling.

Virtual Reality — Substitute for a Real Experience? The Role of User Motivation, Expectations and Experience Type

Virtual reality (VR) offers the opportunity to create virtual worlds that could replace real experiences. This research investigates the influence of user motivation, temporal distance and experience type on the satisfaction with the VR experience, and the degree of acceptance of a VR experience as a substitute for a real experience. The results suggest that the degree of acceptance of a VR experience as a substitute for a real experience is higher for passive VR experiences compared to active VR experiences. Furthermore, the results support the assumption that users are more satisfied with passive VR experiences.

Sensory disclosure in an augmented environment: memory of touch and willingness to buy

The recent movement restrictions due to the COVID-19 outbreak, and subsequent booming in online buying, show consumers the crucial role of touch as a pre-purchase indicator of good quality products, especially in grocery and fashion sectors. During the pandemic time, consumers were somehow forced to find different alternatives to understand the quality of items before buying. Among these, the adoption of multi-sensory technologies (e.g., augmented reality, AR) or the visual activation of the memory of a material (e.g., wool) was certainly attracting attention from consumers. In this scenario, the purpose of this paper is to explore how AR can activate the memory of products and consumers’ willingness to purchase. Building on qualitative data from semi-structured interviews with 18 Italian consumers, our analysis reveals that AR might enhance consumers’ memory of products, with this sometimes occurring unconsciously. Our findings further deepen the scientific and managerial debate around the role AR might have in influencing/altering consumers’ shopping routines. Contributions to the body of knowledge and managerial implications are discussed and suggestions for further research are given.

The Effect of Augmented Reality-Based Proprioceptive Training Program on Balance, Positioning Sensation and Flexibility in Healthy Young Adults: A Randomized Controlled Trial

This study investigates whether Augmented Reality (AR)-based interventions can be as effective as physical therapists (PT) regarding balance, positioning sensation, and flexibility. A sample of 39 regular people who voluntarily participated in this study were randomly distributed into two groups. Then AR was applied in the experimental group and PT was applied in the control group. Variables were measured by Tetrax (static balance), Y-balance test (dynamic balance), CSMI (proprioception), and sit and reach test (flexibility). All measurements were analyzed using paired t-test and independent t-test. The exercise program of this study improved the stability index (ST) of the static balance in both groups after the intervention, and there was a significant difference (p < 0.05) at normal eye close (NC) and Pillow with eye close (PC) positions. Moreover, regarding the case of dynamic balance, there were significant differences in AR and PT groups to reach in all directions (p < 0.05). In the case of positioning sensation, there was no significant difference in both groups (p > 0.05), and there was a significant difference in flexibility (p < 0.05). When comparing the two groups, there was no significant difference in all categories (p > 0.05). As a result, AR can be considered an effective form of therapy and can be selected according to individual conditions.

State-of-the-Art Review on Immersive Virtual Reality Interventions for Colonoscopy-Induced Anxiety and Pain

BACKGROUND

Colonoscopy related fear impairs the current gold standard screening of colorectal cancer. Compared to other minimally invasive procedures for cancer screening, colonoscopy-induced anxiety exceeds the procedure through bowel preparation. Immersive virtual reality's (iVR) role in alleviating the complex stress-pain relationship encountered during medical procedures is directly proportional to the rising affordability of state-of-the-art Head-Mounted-Displays (HMDs).

OBJECTIVE

to assess the effect of iVR on patients' colonoscopy-induced anxiety and pain.

MATERIALS AND METHODS

A systematic search was conducted in PubMed, Cochrane Central Register of Controlled Trials, Web of Science, Embase and Scopus databases up to January 2022. Clinical trials evaluating anxiety as an outcome were included without language restriction.

RESULTS

Four clinical trials were included: three on the patients' intraprocedural anxiety and one on patient education. Intraprocedural iVR interventions for colonoscopy-induced anxiety and pain revealed a similar effect as conventional sedation, while a statistically significant reduction was reported for non-sedated patients. iVR patient education improved the quality of bowel preparation and reduced patient anxiety before colonoscopy.

CONCLUSIONS

The current research highlights the need to use high-end HMDs and appropriate interactive iVR software content for colonoscopy-induced anxiety. Methodological frameworks regarding the eligibility of participants, double-blinding and randomization of iVR studies can facilitate the development of iVR implementation for anxiety and pain management.

Technology Behavior Model—Beyond Your Sight with Extended Reality in Surgery

Extended Reality Smart Glasses is a new pattern that uses extended reality technology to present a visual environment that combines the physical and virtual worlds. However, the surgical technique using Smart Glasses implementation is still unknown, to the infancy in clinical surgery, derived to the limits of existing technology. This study researched the acceptability and possibility of XRSG for medical experts. It combines human seen behavioral control with information technology research to construct a new “Extended Reality Technology Behavior Model” using method Technology Acceptance Model and Theory of Planned Behavior. To improve the accuracy of the study, statistical analysis, exploratory analysis, and cross-sectional research triangulation were used to collect data in five hospitals in Malaysia using a convenience sampling method and a questionnaire on behavioral influences. From the collected data, PLS-SEM analysis was used to reflect the relationship between variables. The strong positive results suggest that using XRSG by medical experts helps to improve the composition, interactivity, standardization, and clarity of medical images, resulting in increased efficiency and reduced procedure time and felt the usefulness and ease of use of XRSG through their behavior, providing a basis for technology acceptance in surgery.

The challenges of entering the metaverse: An experiment on the effect of extended reality on workload

Information technologies exist to enable us to either do things we have not done before or do familiar things more efficiently. Metaverse (i.e. extended reality: XR) enables novel forms of engrossing telepresence, but it also may make mundate tasks more effortless. Such technologies increasingly facilitate our work, education, healthcare, consumption and entertainment; however, at the same time, metaverse bring a host of challenges. Therefore, we pose the question whether XR technologies, specifically Augmented Reality (AR) and Virtual Reality (VR), either increase or decrease the difficulties of carrying out everyday tasks. In the current study we conducted a 2 (AR: with vs. without) × 2 (VR: with vs. without) between-subject experiment where participants faced a shopping-related task (including navigating, movement, hand-interaction, information processing, information searching, storing, decision making, and simple calculation) to examine a proposed series of hypotheses. The NASA Task Load Index (NASA-TLX) was used to measure subjective workload when using an XR-mediated information system including six sub-dimensions of frustration, performance, effort, physical, mental, and temporal demand. The findings indicate that AR was significantly associated with overall workload, especially mental demand and effort, while VR had no significant effect on any workload sub-dimensions. There was a significant interaction effect between AR and VR on physical demand, effort, and overall workload. The results imply that the resources and cost of operating XR-mediated realities are different and higher than physical reality.

Relationships between the “Big Five” personality types and consumer attitudes in Indian students toward augmented reality advertising

Purpose

The purpose of this paper is to investigate the role of the “Big Five” personality traits (extraversion, openness, agreeableness, conscientiousness and neuroticism) on the adoption of augmented reality (AR), with a particular focus on the role AR may play in interactive marketing.

Design/methodology/approach

A quantitative-based approach was followed by a questionnaire survey, which was completed by 230 respondents comprising graduate and postgraduate students, using structural equation modelling.

Findings

While the trait of openness was positively associated with the perceived ease of use of AR, the usefulness of AR and subjective norms, the trait of neuroticism was negatively associated with the perceived ease of use of AR. Extraversion was positively associated with subjective norms. Perceived ease of use of AR, the usefulness of AR and subjective norms were positively associated with attitudes toward AR.

Practical implications

The data gathered will add a valuable contribution to the currently limited data available on empirical consumer behaviour research, particularly in relation to the adoption of AR for interactive marketing.

Originality/value

The findings of this study will benefit academics working on the adoption of technology in rapidly developing fields such as automation and artificial intelligence; the study also contributes to the emerging interdisciplinary domain of psychology, information systems, marketing and human behaviour.