Conceptualizing Immersion for Individual Learning in Virtual Reality

Immersive virtual reality technology (VR) receives more and more attention, especially since the release of the Oculus Rift (development kit 2) in2016. This technology is not only used in the gaming industry but also in serious contexts such as product design or education. The creation of high immersion is commonly said to be the special characteristic of VR. We consider two perspectives on immersion: firstly, immersion in the task and, secondly, immersion in the technology. Our work focuses on immersion as part of the learning related theory of cognitive absorption to examine the theoretical difference between task and technology immersion in the case of individual learning with immersive VR technology. We conducted an explorative Grounded Theory approach with 10 in-depth interviews based on first-hand experience with a self-developed immersive VR application. We propose theoretical and design implications for how VR can potentially enhance individual learning

How Affordances of Immersive Visualization Systems Affect Learning Outcomes through Aesthetic Experience

Virtual reality has received attention as an environment for learning, yet little is known about the effectiveness of bringing the immersive visualization systems into the university classrooms. Building upon prior literature on immersive technology and the theory of affordance, we develop a model investigating how the features afforded by an immersive visualization system escalate users’ engagement, which in turn increases their learning outcomes. We will test the model with undergraduate students who have experienced with an immersive visualization system in the classroom setting. We believe that our work will enrich the existing literature on virtual reality in education and provide insight into the design of immersive representations and the structure of immersive learning paradigm

Using 3D product visualisation to tap consumers’ experience with online retailers: From telepresence to authenticity

This study investigates the effects of authentic three dimensional (3D) product visualisation versus 3D telepresence on consumers’ virtual experience. A hypothetical retailer Web site presents a variety of laptops using 3D product visualisations for the within-subjects laboratory experiment. The first stage uses two-way repeated measures ANOVA to determine the effects of the progressive levels of control and animated colours on 3D authenticity (the dependent variable). In a second stage, we use structural equation modelling to test the proposed hypothesis. This research uses a U.K. sample to investigate the effects of 3D authenticity and 3D telepresence on willingness to purchase and reveals significant differences between telepresence and authenticity constructs. Authenticity is more significant in simulating an online retailer’s products, and control and animated colours represent the main antecedents of authenticity. The proposed conceptual model achieves acceptable fit and the hypothesised paths are all valid

The Influence of Mixed Reality on Satisfaction and Brand Loyalty in Cultural Heritage Attractions: A Brand Equity Perspective

Mixed reality technology is being increasingly used in cultural heritage attractions to enhance visitors’ experience. However, how the characteristics of mixed reality affect satisfaction and brand loyalty has not been explored in previous research. The purpose of this study is to identify factors affecting satisfaction with mixed reality experiences at cultural and artistic visitor attractions and their influence on brand loyalty, which is connected with management performance. We propose a theoretical model based on brand equity theory in the context of mixed reality experience. Survey data were gathered from 251 respondents visiting a cultural and artistic visitor attraction in Seoul, Korea using a stratified sampling method. PLS-SEM was employed for the data analysis. The results suggest that the characteristics of mixed reality (interactivity, vividness) not only influence the affective aspects (perceived immersion, perceived enjoyment) of visitors’ experience, but also positively affect brand awareness, brand association, and brand loyalty

Using authentic 3D product visualisation for an electrical online retailer

This study investigates the effects of authentic three dimensional (3D) product visualisation versus 3D telepresence on consumers’ virtual experience. A hypothetical electrical retailer Web site presents a variety of laptops using 3D product visualisations for the within-subjects laboratory experiments. The first experiment uses two-way repeated measures ANOVA to determine the effects of the antecedents on 3D authenticity. In a second experiment, a one-way ANOVA compares telepresence and authenticity scores. This research uses a U.K. sample to investigate the effects of control and animated colours on 3D authenticity and the effects of 3D authenticity on experiential and instrumental values. The results reveal significant differences between telepresence and authenticity constructs. Authenticity is more significant in simulating an online retailer’s products, and control and animated colours represent the main antecedents of authenticity. Moreover, experiential and instrumental values represent the main consequences of 3D authenticity

Immersion and Gameplay Experience: A Contingency Framework

The nature of the relationship between immersion and gameplay experience is investigated, focusing primarily on the literature related to flow. In particular, this paper proposes that immersion and gameplay experience are conceptually different, but empirically positively related through mechanisms related to flow. Furthermore, this study examines gamers' characteristics to determine the influence between immersion and gameplay experiences. The study involves 48 observations in one game setting. Regression analyses including tests for moderation and simple slope analysis are used to reveal gamers' age, experience, and understanding of the game, which moderate the relationship between immersion and gameplay experience. The results suggest that immersion is more positive for gameplay experience when the gamer lacks experience and understanding of the game as well as when the gamer is relatively older. Implications and recommendations for future research are discussed at length in the paper

Motivating Language Students Through a Collaborative, Multiliteracies Approach

This portfolio conveys some of the author’s principal views regarding second language (L2) teaching and learning. These views have been developed and informed by studying the research literature, personal language learning experience, language teaching observations, and language teaching experience. The first section, teaching perspectives, contains an explanation of the environment envisioned by the author while writing this portfolio, his teaching philosophy statement, and a summary of classroom observations. The second section, research perspectives, contains two research papers and an annotated bibliography that support the author’s language teaching philosophy

3D product authenticity model for online retail: An invariance analysis

This study investigates the effects of different levels of invariance analysis on three dimensional (3D) product authenticity model (3DPAM) constructs in the e- retailing context. A hypothetical retailer Web site presents a variety of laptops using 3D product visualisations. The proposed conceptual model achieves acceptable fit and the hypothesised paths are all valid. We empirically investigate the invariance across the subgroups to validate the results of our 3DPAM. We concluded that the 3D product authenticity model construct was invariant for our sample across different gender, level of education and study backgrounds. These findings suggested that all our subgroups conceptualised the 3DPAM similarly. Also the results show some non-invariance results for the structural and latent mean models. The gender group posits a non-invariance latent mean model. Study backgrounds group reveals a non-invariance result for the structural model. These findings allowed us to understand the 3DPAMs validity in the e-retail context. Managerial implications are explained

Specifics of Collaboration in Virtual Reality: How Immersion Drives the Intention to Collaborate

Collaborative virtual reality (VR) is increasingly receiving attention, but the effects of context- specific variables and the interplay of telepresence, interactivity, and immersion as VR’s distinctive characteristics in such settings are little understood. Besides these three VR characteristics, we investigate in a quantitative study with 102 participants the influence of social presence, i.e. the sense of community; media naturalness, or the similarity of communication to face-to-face-interaction; and trust between users. Based on partial least squares structural equation modeling, we confirm the importance of interactivity and immersion, but not of telepresence. Moreover, we find that trust is essential for collaborative VR experiences, but social presence and media naturalness seem negligible. Finally, we show that immersion is a main driver of users’ intention to collaborate. Besides providing practitioners with insights for creating VR experiences, our study highlights that findings from research on individual VR use are not readily transferable to collaborative contexts