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dc.contributor.author | Gil-López, Cristina![]() |
es_ES |
dc.contributor.author | Guixeres Provinciale, Jaime![]() |
es_ES |
dc.contributor.author | Marín-Morales, Javier![]() |
es_ES |
dc.contributor.author | Torrecilla-Moreno, Carmen![]() |
es_ES |
dc.contributor.author | Williams, Edu![]() |
es_ES |
dc.contributor.author | Alcañiz Raya, Mariano Luis![]() |
es_ES |
dc.date.accessioned | 2024-05-22T18:07:21Z | |
dc.date.available | 2024-05-22T18:07:21Z | |
dc.date.issued | 2023-04-11 | es_ES |
dc.identifier.uri | http://hdl.handle.net/10251/204351 | |
dc.description.abstract | [EN] There is increasing interest in studies analyzing the influence of technologies that integrate virtual and real-world components on consumer behavior. These technologies include augmented reality, virtual reality and mixed reality. Mixed reality is a user environment in which physical reality and digital content are combined in a way that enables interaction with and among real-world and virtual objects. In spite of previous works related with MR and retails spaces, little is known about how consumers respond to MR features and which elements of the MR-based experience, such as vividness and novelty, impact behavior. In this study, we have explored the relative advantage of mixed reality in retail shopping practices over a traditional-based purchase. Implicit reactions of shoppers when interacting with products with and without MR glasses were compared. The results reveal that participants wearing MR glasses exhibited different patterns of interaction (i.e., frequency and interaction with product duration) that differed from those indicated by participants who did not wear the MR technology. At the level of purchase decision, our results show that the use of MR smart glasses has an impact on decision times that relates to a utilitarian purchase type. Based on participants' explicit answers to questionnaires, the reported findings further show that the perceived hedonic and utilitarian values of the purchase experience were higher when MR was used, which also affected future purchase intentions and perceived emotional state as reported by consumers' experience and satisfaction in the context of retail. | es_ES |
dc.description.sponsorship | This work was supported by the European Commission (Project RHUMBO H2020-MSCA-ITN-2018-813234), by the Generalitat Valenciana funded project "Rebrand", grant number PROMETEU/2019/105, and by the European Regional Development Fund program of the Valencian Community 2014-2020 project "Interfaces de Realidad mixta Aplicada a Salud y toma de decisiones", grant number IDIFEDER/2018/029. | es_ES |
dc.language | Inglés | es_ES |
dc.publisher | Frontiers Media S.A. | es_ES |
dc.relation.ispartof | Frontiers in Virtual Reality | es_ES |
dc.rights | Reconocimiento (by) | es_ES |
dc.subject | Mixed reality | es_ES |
dc.subject | Interactivity | es_ES |
dc.subject | Immersion | es_ES |
dc.subject | Consumer behavior | es_ES |
dc.subject | Smart glasses in retail | es_ES |
dc.subject | Instore experience | es_ES |
dc.subject.classification | ESTADISTICA E INVESTIGACION OPERATIVA | es_ES |
dc.subject.classification | EXPRESION GRAFICA EN LA INGENIERIA | es_ES |
dc.title | Is mixed reality technology an effective tool for retail? A vividness and interaction perspective | es_ES |
dc.type | Artículo | es_ES |
dc.identifier.doi | 10.3389/frvir.2023.1067932 | es_ES |
dc.relation.projectID | info:eu-repo/grantAgreement/EC// H2020-MSCA-ITN-2018-813234/ | es_ES |
dc.relation.projectID | info:eu-repo/grantAgreement/FEDER// IDIFEDER%2F2018%2F029/ | es_ES |
dc.relation.projectID | info:eu-repo/grantAgreement/GVA//PROMETEU%2F2019%2F105/ | es_ES |
dc.rights.accessRights | Abierto | es_ES |
dc.contributor.affiliation | Universitat Politècnica de València. Escuela Técnica Superior de Ingeniería Agronómica y del Medio Natural - Escola Tècnica Superior d'Enginyeria Agronòmica i del Medi Natural | es_ES |
dc.description.bibliographicCitation | Gil-López, C.; Guixeres Provinciale, J.; Marín-Morales, J.; Torrecilla-Moreno, C.; Williams, E.; Alcañiz Raya, ML. (2023). Is mixed reality technology an effective tool for retail? A vividness and interaction perspective. Frontiers in Virtual Reality. 4. https://doi.org/10.3389/frvir.2023.1067932 | es_ES |
dc.description.accrualMethod | S | es_ES |
dc.relation.publisherversion | https://doi.org/10.3389/frvir.2023.1067932 | es_ES |
dc.type.version | info:eu-repo/semantics/publishedVersion | es_ES |
dc.description.volume | 4 | es_ES |
dc.identifier.eissn | 2673-4192 | es_ES |
dc.relation.pasarela | S\500339 | es_ES |
dc.contributor.funder | European Commission | es_ES |
dc.contributor.funder | Generalitat Valenciana | es_ES |
dc.contributor.funder | European Regional Development Fund | es_ES |