Augmented Reality and Virtual Reality: The Power of AR and VR for Business (Progress in IS)

This book presents a collection of the latest research in the area of immersive technologies, presented at the International Augmented and Virtual Reality Conference 2018 in Manchester, UK, and showcases how augmented reality (AR) and virtual reality (VR) are transforming the business landscape. Innovations in this field are seen as providing opportunities for businesses to offer their customers unique services and experiences. The papers gathered here advance the state of the art in AR/VR technologies and their applications in various industries such as healthcare, tourism, hospitality, events, fashion, entertainment, retail, education and gaming. The volume collects contributions by prominent computer and social sciences experts from around the globe. Addressing the most significant topics in the field of augmented and virtual reality and sharing the latest findings, it will be of interest to academics and practitioners alike. Front Matter ....Pages i-xi Front Matter ....Pages 1-1 Augmented Reality in Real Stores: Empirical Evidence from Consumers’ Interaction with AR in a Retail Format (Francesca Bonetti, Eleonora Pantano, Gary Warnaby, Lee Quinn, Patsy Perry)....Pages 3-16 V-Commerce in Retail: Nature and Potential Impact (Anouk de Regt, Stuart J. Barnes)....Pages 17-25 A Virtual Reality and Retailing Literature Review: Current Focus, Underlying Themes and Future Directions (Liangchao Xue, Christopher J. Parker, Helen McCormick)....Pages 27-41 Front Matter ....Pages 43-43 What We Don’t Know. The Effect of Realism in Virtual Reality on Experience and Behaviour (Marnix van Gisbergen, Michelle Kovacs, Fabio Campos, Malou van der Heeft, Valerie Vugts)....Pages 45-57 Adapting Jake Knapp’s Design Sprint Approach for AR/VR Applications in Digital Heritage (Helen Southall, Maeve Marmion, Andrew Davies)....Pages 59-70 Front Matter ....Pages 71-71 Designing Valuable Augmented Reality Tourism Application Experiences (Eleanor E. Cranmer)....Pages 73-87 Experiencing Virtual Reality in Heritage Attractions: Perceptions of Elderly Users (M. Claudia tom Dieck, Timothy Jung, Eleni Michopoulou)....Pages 89-98 A Case Study: Assessing Effectiveness of the Augmented Reality Application in Augusta Raurica (Moritz Armingeon, Pleurat Komani, Trupti Zanwar, Safak Korkut, Rolf Dornberger)....Pages 99-111 Virtual and Augmented Reality Technologies to Enhance the Visitor Experience in Cultural Tourism (Dai-In Danny Han, Jessika Weber, Marcel Bastiaansen, Ondrej Mitas, Xander Lub)....Pages 113-128 Tourism Marketers Perspectives on Enriching Visitors City Experience with Augmented Reality: An Exploratory Study (Natasha Moorhouse, Timothy Jung, M. Claudia tom Dieck)....Pages 129-144 Front Matter ....Pages 145-145 Creating Virtual Reality in a Business and Technology Educational Context (Diana Andone, Mark Frydenberg)....Pages 147-159 Immersive Virtual Reality (IVR) in Higher Education: Development and Implementation (Paula Hodgson, Vivian W. Y. Lee, Johnson C. S. Chan, Agnes Fong, Cindi S. Y. Tang, Leo Chan et al.)....Pages 161-173 Cultural Heritage Objects in Education by Virtual and Augmented Reality (Ján Lacko)....Pages 175-187 Front Matter ....Pages 189-189 To Have and Vehold: Marrying Museum Objects and Virtual Collections via AR (Ronald Haynes)....Pages 191-202 A Tool, not a Toy: Using Virtual Reality to Evaluate the Communication Between Autonomous Vehicles and Pedestrians (Sebastian Stadler, Henriette Cornet, Tatiana Novaes Theoto, Fritz Frenkler)....Pages 203-216 Designing Spatial UI as a Solution of the Narrow FOV of Microsoft HoloLens: Prototype of Virtual Museum Guide (Ramy Hammady, Minhua Ma)....Pages 217-231 Recommender System as the Support for Binaural Audio (David Bernhauer, Tomáš Skopal)....Pages 233-246 Virtual Reality References in Design Problem Solving: Towards an Understanding of Affect-Cognition Interaction in Conceptual Design (R. Vimal Krishnan, Prasad S. Onkar)....Pages 247-260 Intuitive Hand Gestures for the Interaction with Information Visualizations in Virtual Reality (Gabriel Frey, Arno Jurkschat, Safak Korkut, Jonas Lutz, Rolf Dornberger)....Pages 261-273 Front Matter ....Pages 275-275 Pulmonary Rehabilitation in Virtual Reality for COPD Patients (Natasha Moorhouse, Timothy Jung, Xin Shi, Farhan Amin, Joanne Newsham, Sarah McCall)....Pages 277-290 Exploring Surgeon’s Acceptance of Virtual Reality Headset for Training (Libi Beke Hen)....Pages 291-304 Evaluation of Virtual Reality in Orthopaedic Training—A Pioneering Pilot Study (Ronnie Davies, Natasha Moorhouse, Timothy Jung, Saleem Mastan, Bibhas Roy)....Pages 305-317 Front Matter ....Pages 319-319 Towards the Essence of Cinematic VR: Embracing New Technologies to Define a Medium (Sarah Jones)....Pages 321-335