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Captivating Product Experiences: How Virtual Reality Creates Flow and Thereby Optimize Product Presentations

  • 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). TheWell-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.show moreshow less

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Metadaten
Author:Kai IsraelGND, Lea BuchweitzGND, Dieter K. Tscheulin, Christopher ZerresGND, Oliver KornORCiDGND
Editor:Fiona Fui-Hoon Nah, Keng Siau
Publisher:Springer Nature
Place of publication:Cham
Year of Publication:2020
ISBN:978-3-030-50340-6 (Print)
ISBN:978-3-030-50341-3 (Online)
Language:English
Parent Title (English):HCI in Business, Government and Organizations
Volume:LNCS 12204
ISSN:0302-9743 (Print)
ISSN:1611-3349 (Online)
First Page:354
Last Page:368
Document Type:Conference Proceeding
Institutes:Bibliografie
Acces Right:Zugriffsbeschränkt
Release Date:2020/10/29
Licence (German):License LogoEs gilt das UrhG
Note:
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.
DOI:https://doi.org/10.1007/978-3-030-50341-3_28