Understanding Consumer Virtual Shopping Behavior in 3D Virtual Worlds: A Theoretical and Empirical Investigation

While (Koufaris 2002) noted that electronic commerce must be understood from the perspective that web consumers are simultaneously information technology users, we argue that emerging 3D virtual worlds add another dimension of viewing consumers, as embodied avatars (i.e. 3D representations of the consumers), who interact with other avatars (buyers or sellers), and are able to purchase products within a shared virtual place. These mediated interactions and behaviors involve cognitive and emotional experiences for which current theories such as the theory of planned behavior and the theory of technology acceptance model might be limited in capturing their complexity. The purpose of this research in progress is to suggest and empirically validate a theoretical model grounded in psychology, virtual reality and environmental theories. This theoretical model is aimed at understanding the emerging complexity of consumer’s behavior in 3D virtual worlds. Expected implications for research and practice are also discussed

An Examination of a Theory of Embodied Social Presence in Virtual Worlds

In this article, we discuss and empirically examine the importance of embodiment, context, and spatial proximity as they pertain to collaborative interaction and task completion in virtual environments. Specifically, we introduce the embodied social presence (ESP) theory as a framework to account for a higher level of perceptual engagement that users experience as they engage in activity-based social interaction in virtual environments. The ESP theory builds on the analysis of reflection data from Second Life users to explain the process by which perceptions of ESP are realized. We proceed to describe implications of ESP for collaboration and other organizational functions

Robomorphism: Examining the effects of telepresence robots on between-student cooperation

The global pandemic has stressed the value of working remotely, also in higher education. This development sparks the growing use of telepresence robots, which allow students with prolonged sickness to interact with other students and their teacher remotely. Although telepresence robots are developed to facilitate virtual inclusion, empirical evidence is lacking whether these robots actually enable students to better cooperate with their fellow students compared to other technologies, such as videoconferencing. Therefore, the aim of this research is to compare mediated student interaction supported by a telepresence robot with mediated student interaction supported by videoconferencing. To do so, we conducted an experiment (N = 122) in which participants pairwise and remotely worked together on an assignment, either by using a telepresence robot (N = 58) or by using videoconferencing (N = 64). The findings showed that students that made use of the robot (vs. videoconferencing) experienced stronger feelings of social presence, but also attributed more robotic characteristics to their interaction partner (i.e., robomorphism). Yet, the negative effects of the use of a telepresence robot on cooperation through robomorphism is compensated by the positive effects through social presence. Our study shows that robomorphism is an important concept to consider when studying the effect of human-mediated robot interaction. Designers of telepresence robots should make sure to stimulate social presence, while mitigating possible adverse effects of robomorphism

Multi-destination beaming: apparently being in three places at once through robotic and virtual embodiment

It has been shown that an illusion of ownership over an artificial limb or even an entire body can be induced in people through multisensory stimulation, providing evidence that the surrogate body is the person’s actual body. Such body ownership illusions (BOIs) have been shown to occur with virtual bodies, mannequins, and humanoid robots. In this study, we show the possibility of eliciting a full-BOI over not one, but multiple artificial bodies concurrently. We demonstrate this by describing a system that allowed a participant to inhabit and fully control two different humanoid robots located in two distinct places and a virtual body in immersive virtual reality, using real-time full-body tracking and two-way audio communication, thereby giving them the illusion of ownership over each of them. We implemented this by allowing the participant be embodied in any one surrogate body at a given moment and letting them instantaneously switch between them. While the participant was embodied in one of the bodies, a proxy system would track the locations currently unoccupied and would control their remote representation in order to continue performing the tasks in those locations in a logical fashion. To test the efficacy of this system, an exploratory study was carried out with a fully functioning setup with three destinations and a simplified version of the proxy for use in a social interaction. The results indicate that the system was physically and psychologically comfortable and was rated highly by participants in terms of usability. Additionally, feelings of BOI and agency were reported, which were not influenced by the type of body representation. The results provide us with clues regarding BOI with humanoid robots of different dimensions, along with insight about self-localization and multilocation

The Influence of Virtual Representatives on Recommender System Evaluation

Virtual representatives are increasingly used in recommender systems to guide users and add conversational aspects. However, the impacts of virtual representatives on users’ evaluations of the recommender system have not been investigated. This study specifically examined the influence of virtual representatives’ anthropomorphism cues on system users’ perceptions of system credibility and liking. The results revealed that system users’ perceptions of the virtual representative’s credibility have a significant influence on users’ perceived credibility and liking of the system. Also, the human-like appearance of a virtual representative significantly influences users’ perceived attractiveness of the virtual representative, while voice outputs from the representative were found to have a significant influence on users’ liking of the recommender system

Projecting the self into a virtual world

The purpose of the present study was to examine the effect of perspective-taking instructions (PTI) on (a) the tendency to project aspects of the self onto a video game character and (b) the degree “telepresence” within a virtual world. Perspective taking instructions encourage subjects to imagine themselves as a story character. It has been found in the past that PTI may cause an individual to merge identities with a story character in written stories (Goldstein & Cialdini, 2007) and films (Davis et al., 1996). This study replicated these findings using a video game. Male video gamers played a video game and completed character trait measures about themselves and about the game character. Subjects given perspective-taking instructions (PTI) had more overlap in the character traits ascribed to themselves and the character than did control subjects. PTI did not significantly impact telepresence. Positive and negative implications of these findings are discussed

Projecting the self into a virtual world

The purpose of the present study was to examine the effect of perspective-taking instructions (PTI) on (a) the tendency to project aspects of the self onto a video game character and (b) the degree “telepresence” within a virtual world. Perspective taking instructions encourage subjects to imagine themselves as a story character. It has been found in the past that PTI may cause an individual to merge identities with a story character in written stories (Goldstein & Cialdini, 2007) and films (Davis et al., 1996). This study replicated these findings using a video game. Male video gamers played a video game and completed character trait measures about themselves and about the game character. Subjects given perspective-taking instructions (PTI) had more overlap in the character traits ascribed to themselves and the character than did control subjects. PTI did not significantly impact telepresence. Positive and negative implications of these findings are discussed

Effect of Social Actors Perceived Agency on Social Presence in Computer-Mediated Communication

Nowadays, both text-based and 3D online applications rely on conversational agents and autonomous characters to interact with users. Previous experiments demonstrated that perceived agency, that is to say, one’s belief in interacting with a computer- or another human-controlled entity could impact social interaction. At present, theories and results still diverge and no consensus has been reached. Therefore, we developed an experiment to investigate the effect of perceived agency and emotional communication on social presence. Participants were told that they would play an online image recognition game against a computer- or a human-controlled opponent. In both cases, participants faced a computer-controlled opponent designed to provide a challenging yet balanced competitive experience. Depending on the experimental conditions, participants were able to communicate with their opponents using emoticons between the game rounds. Results demonstrate a significant main effect of emotional communication on the three dimensions of social presence we considered in this experiment. An interaction effect between perceived agency and emotional communication was observed in copresence, another core dimension of social presence. The impact of emotional communication on participants’ sense of copresence depends on the perceived agency of the opponent. A significant increase was observed for participants facing a computer-controlled opponent when emotional communication was allowed. The sense of copresence was even higher when they were facing a computer-controlled opponent rather than a presumed human-controlled one. These results are discussed with regard to theories of social interaction in computer-mediated communication