TY - RPRT U1 - Arbeitspapier A1 - Zerres, Christopher A1 - Israel, Kai A1 - Ernst, Oxana T1 - Extended Reality. Chancen, Herausforderungen und Anwendungsbeispiele für kleine und mittelständische Unternehmen N2 - Extended Reality (XR) durchläuft aktuell einen rasanten Entwicklungsprozess. Die Einsatzmöglichkeiten für die Wirtschaft sind vielfältig und die Bedeutung der neuartigen Technologie steigt kontinuierlich. Insbesondere der rapide Preisverfall der benötigten Hardware führt zu einer zunehmenden Markdurchdringung, wodurch sich XR-Systeme auf dem Massenmarkt etabliert haben. Die Veröffentlichung richtet sich an Unternehmer, die sich einen Überblick über XR verschaffen möchten und abwägen, ob die Technologie in ihre Unternehmensprozesse eingebunden werden soll. Um die Entscheidung zu erleichtern, gibt die Publikation Auskunft über zentrale Aspekte wie Entwicklungsstand, Projektablauf und Einsatzmöglichkeiten. Aufgrund des enormen Potenzials der Technologien empfehlen die Autoren, dass Unternehmen frühzeitig Einsatzmöglichkeiten dieser Technologien evaluieren. Die Planung und Umsetzung setzen allerdings immer ein durchdachtes und systematisches Vorgehen voraus. T3 - Schriften der Hochschule Offenburg - 8 KW - Extended Reality KW - Virtual Reality KW - Augmented Reality KW - KMU Y1 - 2021 U6 - http://nbn-resolving.de/urn/resolver.pl?urn:nbn:de:bsz:ofb1-opus4-46402 UN - http://nbn-resolving.de/urn/resolver.pl?urn:nbn:de:bsz:ofb1-opus4-46402 SP - 56 S1 - 56 ER - 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://dx.doi.org/10.1007/978-3-030-50341-3_28 DO - https://dx.doi.org/10.1007/978-3-030-50341-3_28 N1 - Proceedings of the 7th International Conference, HCIBGO 2020, Held as Part of the 22nd HCI International Conference, HCII 2020, Copenhagen, Denmark, July 19–24, 2020. VL - LNCS 12204 SP - 354 EP - 368 PB - Springer Nature CY - Cham ER - TY - CHAP U1 - Buchbeitrag A1 - Zerres, Christopher ED - Holland, Heinrich T1 - Social Media Marketing T2 - Digitales Dialogmarketing: Grundlagen, Strategien, Instrumente N2 - In diesem Beitrag wird ein Planungsprozess mit seinen einzelnen Phasen für ein Social Media Marketing vorgestellt. Darüber hinaus werden zentrale Implementierungsoptionen beschrieben. Hierzu gehören Werbung (über Plattformen und Influencer), Kundenservice, Community Management, Social Recruitment, interne Nutzung und Business Profile. KW - Social Media KW - Marketing Y1 - 2020 SN - 978-3-658-28973-7 SB - 978-3-658-28973-7 U6 - https://dx.doi.org/10.1007/978-3-658-28973-7_32-1 DO - https://dx.doi.org/10.1007/978-3-658-28973-7_32-1 N1 - Living reference work entry SP - 1 EP - 18 PB - Springer Gabler CY - Wiesbaden ER - TY - JOUR U1 - Zeitschriftenartikel, wissenschaftlich - nicht begutachtet (unreviewed) A1 - Zerres, Christopher A1 - Israel, Kai T1 - VR als Chance für Museen T2 - Public Marketing Y1 - 2020 SN - 1867-4496 SS - 1867-4496 IS - 8-9 SP - 46 EP - 47 PB - New Business Verlag ER - TY - JOUR U1 - Zeitschriftenartikel, wissenschaftlich - nicht begutachtet (unreviewed) A1 - Zerres, Christopher T1 - Markenmanagement im Stadtmarketing T2 - Innovative Verwaltung N2 - Das Konzept des Markenmanagements hilft Städten, Gemeinden und Kommunen, eine professionelle Marketingstrategie zu entwickeln und umzusetzen. Der Beitrag gibt einen kompakten Überblick über die wichtigsten Elemente eines Markenmanagements und stellt einen Planungs- und Implementierungsprozess vor. Y1 - 2020 UR - https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7280018/ SN - 1618-9876 (Print) SS - 1618-9876 (Print) SN - 2192-9068 (Online) SS - 2192-9068 (Online) U6 - https://dx.doi.org/10.1007/s35114-020-0233-0 DO - https://dx.doi.org/10.1007/s35114-020-0233-0 VL - 42 IS - 5-6 SP - 32 EP - 34 PB - Springer ER - TY - CHAP U1 - Konferenzveröffentlichung A1 - Israel, Kai A1 - Zerres, Christopher A1 - Tscheulin, Dieter K. A1 - Buchweitz, Lea A1 - Korn, Oliver T1 - Presenting Your Products in Virtual Reality: Do not Underestimate Cybersickness T2 - HCI in Business, Government and Organizations. eCommerce and Consumer Behavior (Lecture Notes in Computer Science ; 11588) N2 - For e-commerce retailers it is crucial to present their products both informatively and attractively. Virtual reality (VR) systems represent a new marketing tool that supports customers in their decision-making process and offers an extraordinary product experience. Despite these advantages, the use of this technology for e-commerce retailers is also associated with risks, namely cybersickness. The aim of the study is to investigate the occurrence of cybersickness in the context of the customer’s perceived enjoyment and the perceived challenge of a VR product presentation. Based on a conceptual research framework, a laboratory study with 533 participants was conducted to determine the influence of these factors on the occurrence of cybersickness. The results demonstrate that the perceived challenge has a substantially stronger impact on the occurrence of cybersickness, which can only be partially reduced by perceived enjoyment. When realizing VR applications in general and VR product presentations in particular, e-commerce retailers should therefore first minimize possible challenges instead of focusing primarily on entertainment aspects of such applications. Y1 - 2019 UR - https://www.researchgate.net/publication/334371721_Presenting_Your_Products_in_Virtual_Reality_Do_not_Underestimate_Cybersickness SN - 0302-9743 SS - 0302-9743 SN - 978-3-030-22334-2 SB - 978-3-030-22334-2 U6 - https://dx.doi.org/10.1007/978-3-030-22335-9_14 DO - https://dx.doi.org/10.1007/978-3-030-22335-9_14 N1 - 6th International Conference, HCIBGO 2019. Held as Part of the 21st HCI International Conference, HCII 2019, Orlando, FL, USA, July 26-31, 2019, Proceedings, Part I SP - 206 EP - 224 PB - Springer Nature CY - Cham ER - TY - JOUR U1 - Zeitschriftenartikel, wissenschaftlich - begutachtet (reviewed) A1 - Israel, Kai A1 - Zerres, Christopher A1 - Tscheulin, Dieter K. T1 - Presenting hotels in virtual reality: does it influence the booking intention? JF - Journal of Hospitality and Tourism Technology N2 - Purpose The purpose of this study is to investigate the effects of telepresence while using a smartphone-based virtual reality system (SBVR) to explore a hotel virtually and to determine the influence of this immersive experience on the booking intention of the potential customer. Design/methodology/approach Within the scope of this study, a conceptual research model was developed which covered utilitarian and hedonic aspects of the user experience of SBVRs and showed their relevance for the booking intention. A virtual reality application was programmed especially for the study, in which the test persons were able to virtually explore a hotel complex. A total of 569 people participated in the study. A questionnaire was used for the data collection. The structural equation modelling and hypothesis verification were carried out using the partial least squares method. Findings The immersive feeling of telepresence increases the perceived enjoyment and usefulness of the potential customer. In addition, the user's curiosity is aroused by the telepresence, which also significantly increases the perceived enjoyment as well as the perceived usefulness. The hedonic and utilitarian value of the virtual hotel experience increases the probability that the customer will book the travel accommodation. Research limitations/implications The virtual reality application developed for the study is based on static panoramic images and does not contain audio-visual elements (e.g. sound, video, animation). Audio-visual elements might increase the degree of immersion and could therefore be investigated in future research. Practical implications The results of the study show that the SBVR is a suitable marketing tool to present hotels in an informative and entertaining way, and can thereby increase sales and profits. Originality/value For the first time, this study investigates the potential of SBVRs for the virtual product presentation of hotels and provides empirical evidence that the availability of this innovative form of presentation leads to a higher booking intention. N2 - 研究目的 本论文旨在研究借助智能手机虚拟现实系统（SBVR）以达到网真效果来展示酒店产品, 以及探究这种身临其境的体验是否对潜在酒店消费者的预定意图有影响。 研究设计/方法/途径 本论文建立了一个理论模型, 包含了功利和享乐两方面的用户体验SBVR, 以及其与预定意图的联系。本论文创立了一个虚拟现实的模式, 实际测量了人们通过这个模式来探究酒店的体验。研究样本为569位参与者。采样方式为问卷方法。本论文采用PLS方式来进行结构方程模型（SEM）计算和假设验证。 研究结果 网真技术的身临其境的体验增加了潜在消费者的感知享受和有用性。此外, 用户的好奇心被网真技术激发, 显著地增加了感知享受和感知有用性。虚拟酒店体验的享乐和功利价值增加了顾客预定的概率。 研究理论限制/意义 本论文研制的虚拟现实应用软件是基于静态全景影像, 而不含视听觉元素（比如, 声音、视频、动画）。视听觉因素可能会增加身临其境的感觉, 因此值得未来研究。 研究实际意义 本论文结果表明SBVR是一个适合营销的手段, 其在信息性和娱乐性方面展示了酒店, 因此能够增加销量和利润。 研究原创性/价值 首先, 本论文研究了SBVR对酒店虚拟产品展示的潜力, 并且提供实际测量结果, 证明了这种创新型展示对预定意图的促进作用 关键词 关键词 虚拟现实, 旅游住宿, 酒店, 产品展示, 网真, 预定意图 论文类型 研究型论文 KW - Virtual Reality KW - Tourism KW - Telepresence Y1 - 2019 SN - 1757-9880 SS - 1757-9880 U6 - https://dx.doi.org/10.1108/JHTT-03-2018-0020 DO - https://dx.doi.org/10.1108/JHTT-03-2018-0020 VL - 10 IS - 3 SP - 443 EP - 463 PB - Emerald Publishing Limited CY - Bingley ER - TY - JOUR U1 - Zeitschriftenartikel, wissenschaftlich - begutachtet (reviewed) A1 - Israel, Kai A1 - Tscheulin, Dieter K. A1 - Zerres, Christopher T1 - Virtual reality in the hotel industry: assessing the acceptance of immersive hotel presentation JF - European Journal of Тourism Research N2 - In the hotel industry, it is crucial to reduce the inherent information asymmetry with regard to the goods offered. This asymmetry can be minimised through the use of smartphone-based virtual reality applications (SBVRs), which allow virtual simulation of real experiences and thus enable more efficient information retrieval. The aim of the study is to determine for the first time the user acceptance of these immersive hotel presentations for assessing the performance of a travel accommodation. For this purpose, the Technology Acceptance Model (TAM) was used to explain the acceptance behaviour for this new technology. A virtual reality application was specially developed, in which the participants could explore a hotel virtually. A total of 569 participants took part in the study. The structural equation model and the hypotheses were tested using a Partial Least Squares (PLS) analysis. The results illustrate that the immersive product experience leads to more efficient information gathering. The perceived usefulness significantly affects the attitude towards using the technology as well as the intention to use it. In contrast to the traditional TAM, the perceived ease of use of SBVRs has no effect on the perceived usefulness or attitude towards using the technology. KW - Virtual Reality Y1 - 2019 UR - https://ejtr.vumk.eu/index.php/about/article/view/355 SN - 1994-7658 (Print) SS - 1994-7658 (Print) SN - 1314-0817 (Online) SS - 1314-0817 (Online) VL - 21 SP - 5 EP - 22 PB - WRO - Isis Press CY - Istanbul ER - TY - CHAP U1 - Buchbeitrag A1 - Zerres, Christopher ED - Breyer-Mayländer, Thomas ED - Zerres, Christopher T1 - Kommunikationspolitik im Stadtmarketing T2 - Stadtmarketing: Grundlagen, Analysen, Praxis N2 - Städte und Gemeinden müssen sich heute den veränderten Informations- und Kommunikationsverhalten in der Gesellschaft anpassen und entsprechend den Kommunikationsmix erweitern beziehungsweise neu ausrichten. Dabei bieten insbesondere die Online-Kommunikationsmaßnahmen zahlreiche neue Möglichkeiten, zum Beispiel das Targeting. Der folgende Beitrag gibt zunächst einen Überblick über den Kommunikationsprozess und das Content-Marketing. Im Anschluss werden einige wichtige Kommunikationsinstrumente für das Stadtmarketing näher vorgestellt. Y1 - 2019 UR - https://www.springerprofessional.de/kommunikationspolitik-im-stadtmarketing/16876786 SN - 978-3-658-26253-2 (Print) SB - 978-3-658-26253-2 (Print) SN - 978-3-658-26254-9 (Online) SB - 978-3-658-26254-9 (Online) U6 - https://dx.doi.org/10.1007/978-3-658-26254-9_6 DO - https://dx.doi.org/10.1007/978-3-658-26254-9_6 SP - 121 EP - 140 PB - Springer Gabler CY - Wiesbaden ET - 1. ER - TY - CHAP U1 - Buchbeitrag A1 - Zerres, Christopher A1 - Zerres, Michael ED - Breyer-Mayländer, Thomas ED - Zerres, Christopher T1 - Leuchtturmmarketing T2 - Stadtmarketing: Grundlagen, Analysen, Praxis N2 - Ziel und Inhalt des folgenden Beitrages sind es, die Relevanz von Leuchtturmprojekten für eine Stadt beziehungsweise für ihr Marketing zu verdeutlichen, potenzielle Erfolgsfaktoren zu analysieren und an zwei aktuellen Beispielen zu veranschaulichen. Y1 - 2019 SN - 978-3-658-26253-2 (Print) SB - 978-3-658-26253-2 (Print) SN - 978-3-658-26254-9 (Online) SB - 978-3-658-26254-9 (Online) U6 - https://dx.doi.org/10.1007/978-3-658-26254-9_20 DO - https://dx.doi.org/10.1007/978-3-658-26254-9_20 SP - 333 EP - 338 PB - Springer Gabler CY - Wiesbaden ET - 1. ER -