Enhancing the customer experience with virtual and augmented reality: The impact of content and device type
Volume: 98, Pages: 103019 - 103019
Published: Sep 1, 2021
Abstract
Virtual and augmented reality are changing how companies interact with customers. However, previous research has paid little attention to compare their effectiveness. This study focuses on the perceptions of presence elicited by different types of contents (real or digital) and embodied devices (head-mounted display or smartphone), and their impact on user’s pre-experiences with hotels. Results from a lab experiment show that contents with high...
Paper Details
Title
Enhancing the customer experience with virtual and augmented reality: The impact of content and device type
Published Date
Sep 1, 2021
Volume
98
Pages
103019 - 103019
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