Four new book chapters on Augmented Reality Marketing

Me and my co-authors attended the 2017 international AR VR conference at MMU Manchester this year. Some of the papers were revised, extended and further developed for a book publication in a Springer book. I was (co-)authoring four of them. These papers address fundamental issues of Augmented Reality Smart Glasses, and AR in general. The article with Young Ro and Alexander Brem defines Augmented Reality Smart Glasses and highlights their potential for value creation. My sole-authored article discusses motivations of ARSG usage. The chapter with Maddy Kalantari investigates Microsoft Hololens. Finally, the last article with Timothy Jung, M. Claudia tom Dieck, me, Mario Passos, Pasi Tuominen and Teemu Moilanen presents the results of a visitor study on VR in roller coaster usage.

AR Marketing conference

Rauschnabel, P. A.; (2017) A Conceptual Uses & Gratification Framework on the Use of Augmented Reality Smart Glasses, Jung, T. & tom Dieck, M. (eds)., Augmented Reality and Virtual Reality – Empowering Human, Place and Business, forthcoming

Abstract:

Augmented Reality (AR), the integration of virtual objects into the physical world, is about to become real. Microsoft Hololens and other devices termed as ‘augmented reality smart glasses’ (ARSG), allow its users to augment their subjective perceptions of the reality. However, not much is known about consumers react to this new form of wearable media technology. Against this background, this article reviews the scarce body of ARSG literature, supplements it with established findings from Uses & Gratification Theory (U&GT) and related research streams to propose a conceptual model. In doing so, this article enhances our understanding of AR, and ARSGs in particular, by proposing the role of existing and novel constructs to the stream of U&GT and AR research. The chapter closes with a discussion of promising avenues for future research on ARSGs and other head-mounted displays.

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Kalantari, M. & Rauschnabel, P. A.; (2017) Exploring the Early Adopters of Augmented Reality Smart Glasses: The Case of Microsoft HoloLens, Jung, T. & tom Dieck, M. (eds)., Augmented Reality and Virtual Reality – Empowering Human, Place and Business, forthcoming

Abstract:

Not much research has been done to understand how consumers react to wearable technologies that mix virtual and real worlds in glasses-like wearable devices. Drawing up on various technology acceptance and media theories, the authors develop a model to understand how people react to Augmented Reality Smart Glasses (ARSGs) using the example of Microsoft HoloLens. Results show that consumer’s adoption decision is driven by various expected benefits including usefulness, ease of use, and image. However, hedonic benefits were not found to influence the adoption intention. In addition, this research shows that the influence of the descriptive norms on the adoption intention outperforms the influence of the injunctive norms, which are established drivers of technology acceptance research. Theoretical and managerial implications of these findings are discussed.

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Ro, Y.; Brem, A.; Rauschnabel, P. A.; (2017) Augmented Reality Smart Glasses: Definition, Concepts and Impact on Firm Value Creation, Jung, T. & tom Dieck, M. (eds)., Augmented Reality and Virtual Reality – Empowering Human, Place and Business, forthcoming. This is an extended version of our already published working paper on research gate.

Abstract:

In recent decades, the developments of new media have revolutionized individuals’ behaviors tremendously. Mobile devices, in particular, have developed an ‘always and everywhere online’ mentality. But what comes next? Recent developments emphasize the rise of a new technology that is termed ‘Wearable Augmented Reality Devices’, where Augmented Reality Smart Glasses (such as Microsoft HoloLens or Google Glass) represent prominent examples. These technologies offer huge innovation potential for companies and societies, which are discussed in this article. By doing so, this paper provides managers and researchers an applied description of the technology and a discussion of how it differs from existing mobile and augmented reality technologies. Finally, insights are given into how these technologies may increase firm value and further change the behaviors of consumers and adopters.

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Jung, T. tom Dieck, M.C., Rauschnabel, P. A.; Youminen, P.; Moilanen, T. (2017) Functional, Hedonic or Social? Exploring Antecedents and Consequences of Virtual Reality Rollercoaster Usage, Jung, T. & tom Dieck, M. (eds)., Augmented Reality and Virtual Reality – Empowering Human, Place and Business, forthcoming.

Abstract:

During the last years, various media technologies such as Augmented Reality (AR) and Virtual Reality (VR) have gained increased attention in consumer markets and tourism. For theme parks, especially those with rollercoasters, wearable VR devices are expected to be associated with various benefits for tourists’ experience. Therefore, adventure park managers with VR rollercoasters have a keen interest in understanding the drivers and psychological mechanisms of their visitors, especially those associated with economic benefits. Against this background, this study provides a conceptual model grounded in the VR and AR literature. The model is then tested in a Finnish amusement park with a VR switchback, and analysed using structural equation modelling. Result show that entertainment value and service quality drive satisfaction and subsequently word of mouth, but results do not confirm the importance on visitors’ willingness to pay an extra fee for a VR experience. However, this economically crucial variable is determined by social presence of other people, indicating that visitors are willing to pay for experiencing an immersive experience with other people. Theoretical and managerial implications are derived, and avenues for further research discussed.

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About the Augmented Reality / Virtual Reality Book

The editors describe the book as follows:

This volume provides the latest outcomes of augmented reality (AR) and virtual reality (VR) research conducted in various industries. It reveals how AR and VR are currently changing the business landscape, and how new innovations provide opportunities for businesses to offer their customers unique services and experiences.

Collecting the proceedings of the International AR & VR Conference held in Manchester, UK, in February 2017, the book advances the state of the art in AR and VR technologies and their applications in various industries such as tourism, hospitality, events, fashion, entertainment, retail, education and the gaming industry. The papers presented here cover the most significant topics within the field of AR and VR for both researchers and practitioners, approaching them from a business and management perspective.

 

The book can be downloaded / ordered here in the near future: http://www.springer.com/us/book/9783319640266

 

 

 

Image Credit: AnnieSpratt / Pixabay / Creative Commons CC0

 

 

 

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