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Presenting Your Products in Virtual Reality: Do not Underestimate Cybersickness

  • 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.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.show moreshow less

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Metadaten
Author:Kai IsraelGND, Christopher ZerresGND, Dieter K. Tscheulin, Lea Buchweitz, Oliver KornORCiDGND
Publisher:Springer Nature
Place of publication:Cham
Date of Publication (online):2019/06/14
ISBN:978-3-030-22334-2
Language:English
Parent Title (English):HCI in Business, Government and Organizations. eCommerce and Consumer Behavior (Lecture Notes in Computer Science ; 11588)
ISSN:0302-9743
First Page:206
Last Page:224
Document Type:Conference Proceeding
Institutes:Hochschule Offenburg / Bibliografie
Acces Right:Frei zugänglich
Release Date:2019/11/05
Licence (German):License LogoEs gilt das UrhG
Note:
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
URL:https://www.researchgate.net/publication/334371721_Presenting_Your_Products_in_Virtual_Reality_Do_not_Underestimate_Cybersickness
DOI:https://doi.org/10.1007/978-3-030-22335-9_14