TY  - CHAP
U1  - Konferenzveröffentlichung
A1  - Israel, Kai
A1  - Buchweitz, Lea
A1  - Tscheulin, Dieter K.
A1  - Zerres, Christopher
A1  - Korn, Oliver
ED  - Nah, Fiona Fui-Hoon
ED  - Siau, Keng
T1  - Captivating Product Experiences: How Virtual Reality Creates Flow and Thereby Optimize Product Presentations
T2  - HCI in Business, Government and Organizations
N2  - Well-designed and informative product presentations can support consumers in making purchase decisions. There are plenty of facts and details about a product of interest. However, also emotions are an important aspect for the purchase decision. The unique visualization opportunities of virtual reality (VR) can give users of VR applications the feeling of being there (telepresence). The applications can intensely engage them in a flow experience, comprising the four dimensions of enjoyment, curiosity, focused attention and control. In this work, we claim that VR product presentations can create subjective product experiences for consumers and motivate them to reuse this innovative type of product presentation in the future, by immersing them in a virtual world and causing them to interact with it. To verify the conceptual model a study was conducted with 551 participants who explored a VR hotel application. The results indicate that VR product presentations evoke positive emotions among consumers. The virtual experience made potential customers focus their attention on the virtual world and aroused their curiosity about getting more information about the product in an enjoyable way. In contrast to the theoretical assumption, control did not influence the users’ behavioral intentions to reuse VR product presentation. We conclude that VR product presentations create a feeling of telepresence, which leads to a flow experience that contributes to the behavioral intention of users to reuse VR product presentations in the future.
Y1  - 2020
SN  - 0302-9743 (Print)
SS  - 0302-9743 (Print)
SN  - 1611-3349 (Online)
SS  - 1611-3349 (Online)
SN  - 978-3-030-50340-6 (Print)
SB  - 978-3-030-50340-6 (Print)
SN  - 978-3-030-50341-3 (Online)
SB  - 978-3-030-50341-3 (Online)
U6  - https://doi.org/10.1007/978-3-030-50341-3_28
DO  - https://doi.org/10.1007/978-3-030-50341-3_28
VL  - LNCS 12204
SP  - 354
EP  - 368
PB  - Springer Nature
CY  - Cham
ER  -