IDEAS home Printed from https://ideas.repec.org/p/hal/journl/hal-02159315.html
   My bibliography  Save this paper

With or without you? Interaction and immersion in a virtual reality experience

Author

Listed:
  • Sarah Hudson

    (ESC [Rennes] - ESC Rennes School of Business)

  • Sheila Matson-Barkat

    (ESC [Rennes] - ESC Rennes School of Business)

  • Nico Pallamin

    (IRT b-com - Institut de Recherche Technologique b-com)

  • Guillaume Jégou

    (IRT b-com - Institut de Recherche Technologique b-com)

Abstract

This collaborative research between a team of digital technology developers and academic researchers investigates how social interaction affects visitors' experience during a virtual reality (VR) underwater seascape exploration. Prior research in immersive VR focused more on individual perceptions of immersion, interactive features and enjoyment. Analysis of focus-group discussions revealed three categories of immersion, interaction with the virtual environment (VE) and social interaction salient to satisfaction with the experience. Moderated mediation analysis of survey results from a full-scale trial (N = 234) show that the three variables had a significant role in experience satisfaction and loyalty intentions. Specifically, immersion mediates person-VE interaction effects on satisfaction and loyalty. The results contrast with previous findings from online gaming contexts, showing that social interactions decrease the impact of immersion on satisfaction and loyalty. We call for caution in the positioning and communication of VR experiences and for further research in other settings.

Suggested Citation

  • Sarah Hudson & Sheila Matson-Barkat & Nico Pallamin & Guillaume Jégou, 2019. "With or without you? Interaction and immersion in a virtual reality experience," Post-Print hal-02159315, HAL.
    • Handle: RePEc:hal:journl:hal-02159315
    DOI: 10.1016/j.jbusres.2018.10.062
    Note: View the original document on HAL open archive server: https://rennes-sb.hal.science/hal-02159315
    as

    Download full text from publisher

    File URL: https://rennes-sb.hal.science/hal-02159315/document
    Download Restriction: no
    File URL: https://libkey.io/10.1016/j.jbusres.2018.10.062?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Babin, Barry J & Darden, William R & Griffin, Mitch, 1994. "Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(4), pages 644-656, March.
    2. Arnould, Eric J & Price, Linda L, 1993. "River Magic: Extraordinary Experience and the Extended Service Encounter," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(1), pages 24-45, June.
    3. Handan Vicdan & Ebru Ulusoy, 2008. "Symbolic and Experiential Consumption of Body in Virtual Worlds : From (Dis)embodiment to Symembodiment," Post-Print hal-02312922, HAL.
    4. Guttentag, Daniel A., 2010. "Virtual reality: Applications and implications for tourism," Tourism Management, Elsevier, vol. 31(5), pages 637-651.
    5. Caroline Cuny & Marianela Fornerino & Agnès Helme-Guizon, 2015. "Can music improve e-behavioral intentions by enhancing consumers' immersion and experience?," Post-Print halshs-01344350, HAL.
    6. Zornitza Yovcheva & Dimitrios Buhalis & Christos Gatzidis, 2013. "Engineering Augmented Tourism Experiences," Springer Books, in: Lorenzo Cantoni & Zheng (Phil) Xiang (ed.), Information and Communication Technologies in Tourism 2013, edition 127, pages 24-35, Springer.
    7. Zornitza Yovcheva & Dimitrios Buhalis & Christos Gatzidis & Corné P.J.M. van Elzakker, 2014. "Empirical Evaluation of Smartphone Augmented Reality Browsers in an Urban Tourism Destination Context," International Journal of Mobile Human Computer Interaction (IJMHCI), IGI Global, vol. 6(2), pages 10-31, April.
    8. Francesca Bonetti & Gary Warnaby & Lee Quinn, 2018. "Augmented Reality and Virtual Reality in Physical and Online Retailing: A Review, Synthesis and Research Agenda," Progress in IS, in: Timothy Jung & M. Claudia tom Dieck (ed.), Augmented Reality and Virtual Reality, pages 119-132, Springer.
    9. Roland T. Rust & Tuck Siong Chung, 2006. "Marketing Models of Service and Relationships," Marketing Science, INFORMS, vol. 25(6), pages 560-580, 11-12.
    10. Natasha Moorhouse & M. Claudia Dieck & Timothy Jung, 2018. "Technological Innovations Transforming the Consumer Retail Experience: A Review of Literature," Progress in IS, in: Timothy Jung & M. Claudia tom Dieck (ed.), Augmented Reality and Virtual Reality, pages 133-143, Springer.
    11. Timothy Jung & M. Claudia Dieck & Philipp Rauschnabel & Mario Ascenção & Pasi Tuominen & Teemu Moilanen, 2018. "Functional, Hedonic or Social? Exploring Antecedents and Consequences of Virtual Reality Rollercoaster Usage," Progress in IS, in: Timothy Jung & M. Claudia tom Dieck (ed.), Augmented Reality and Virtual Reality, pages 247-258, Springer.
    12. Belk, Russell W, 1988. "Possessions and the Extended Self," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 15(2), pages 139-168, September.
    13. Choo, Hyungsuk & Petrick, James F., 2014. "Social interactions and intentions to revisit for agritourism service encounters," Tourism Management, Elsevier, vol. 40(C), pages 372-381.
    14. Caroline Cuny & Marianela Fornerino & Agnès Helme-Guizon, 2015. "Can music improve e-behavioral intentions by enhancing consumers' immersion and experience?," Grenoble Ecole de Management (Post-Print) halshs-01344350, HAL.
    15. Handan Vicdan & Ebru Ulusoy, 2008. "Symbolic and Experiential Consumption of Body in Virtual Worlds," Post-Print hal-01892899, HAL.
    16. Holbrook, Morris B & Hirschman, Elizabeth C, 1982. "The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 9(2), pages 132-140, September.
    17. Xu, Feifei & Buhalis, Dimitrios & Weber, Jessika, 2017. "Serious games and the gamification of tourism," Tourism Management, Elsevier, vol. 60(C), pages 244-256.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Roggeveen, Anne L. & Grewal, Dhruv & Karsberg, John & Noble, Stephanie M. & Nordfält, Jens & Patrick, Vanessa M. & Schweiger, Elisa & Soysal, Gonca & Dillard, Annemarie & Cooper, Nora & Olson, Richard, 2021. "Forging meaningful consumer-brand relationships through creative merchandise offerings and innovative merchandising strategies," Journal of Retailing, Elsevier, vol. 97(1), pages 81-98.
    2. Xu, Feifei & Buhalis, Dimitrios & Weber, Jessika, 2017. "Serious games and the gamification of tourism," Tourism Management, Elsevier, vol. 60(C), pages 244-256.
    3. Vieira, Valter Afonso & Rafael, Diego Nogueira & Agnihotri, Raj, 2022. "Augmented reality generalizations: A meta-analytical review on consumer-related outcomes and the mediating role of hedonic and utilitarian values," Journal of Business Research, Elsevier, vol. 151(C), pages 170-184.
    4. Nguyen, July & Ferraro, Carla & Sands, Sean, 2020. "Similarity over difference: How congruency in customer characteristics drives service experiences," Journal of Business Research, Elsevier, vol. 121(C), pages 592-603.
    5. Gwarlann de Kerviler & Carlos Rodriguez, 2019. "Luxury brand experiences and relationship quality for Millennials: The role of self-expansion," Post-Print hal-02114441, HAL.
    6. Agapito, Dora & Valle, Patrícia & Mendes, Júlio, 2014. "The sensory dimension of tourist experiences: Capturing meaningful sensory-informed themes in Southwest Portugal," Tourism Management, Elsevier, vol. 42(C), pages 224-237.
    7. O’Donnell, Kathleen A. & Strebel, Judi & Mortimer, Gary, 2016. "The thrill of victory: Women and sport shopping," Journal of Retailing and Consumer Services, Elsevier, vol. 28(C), pages 240-251.
    8. Lydie Bonnefoy-Claudet & Nabil Ghantous, 2013. "Emotions' Impact on Tourists' Satisfaction with Ski Resorts. The Mediating Role of Perceived Value," Post-Print hal-00946206, HAL.
    9. Schembri, Sharon, 2009. "Reframing brand experience: The experiential meaning of Harley-Davidson," Journal of Business Research, Elsevier, vol. 62(12), pages 1299-1310, December.
    10. Huré, Elodie & Picot-Coupey, Karine & Ackermann, Claire-Lise, 2017. "Understanding omni-channel shopping value: A mixed-method study," Journal of Retailing and Consumer Services, Elsevier, vol. 39(C), pages 314-330.
    11. Michaud Trevinal, Aurélia & Stenger, Thomas, 2014. "Toward a conceptualization of the online shopping experience," Journal of Retailing and Consumer Services, Elsevier, vol. 21(3), pages 314-326.
    12. Holmqvist, Jonas & Diaz Ruiz, Carlos & Peñaloza, Lisa, 2020. "Moments of luxury: Hedonic escapism as a luxury experience," Journal of Business Research, Elsevier, vol. 116(C), pages 503-513.
    13. Lacœuilhe, Jérôme & Louis, Didier & Lombart, Cindy, 2017. "Impacts of product, store and retailer perceptions on consumers’ relationship to terroir store brand," Journal of Retailing and Consumer Services, Elsevier, vol. 39(C), pages 43-53.
    14. Rami Alkhudary & Bertrand Belvaux & Nathalie Guibert, 2023. "Understanding non-fungible tokens (NFTs): insights on consumption practices and a research agenda," Marketing Letters, Springer, vol. 34(2), pages 321-336, June.
    15. Melissa Archpru Akaka & Hope Jensen Schau, 2019. "Value creation in consumption journeys: recursive reflexivity and practice continuity," Journal of the Academy of Marketing Science, Springer, vol. 47(3), pages 499-515, May.
    16. de Kerviler, Gwarlann & Rodriguez, Carlos M., 2019. "Luxury brand experiences and relationship quality for Millennials: The role of self-expansion," Journal of Business Research, Elsevier, vol. 102(C), pages 250-262.
    17. Zha, Dongmei & Marvi, Reza & Foroudi, Pantea, 2023. "Synthesizing the customer experience concept: A multimodularity approach," Journal of Business Research, Elsevier, vol. 167(C).
    18. Christodoulides, George & Athwal, Navdeep & Boukis, Achilleas & Semaan, Rania W., 2021. "New forms of luxury consumption in the sharing economy," Journal of Business Research, Elsevier, vol. 137(C), pages 89-99.
    19. Bäckström, Kristina, 2011. "“Shopping as leisure: An exploration of manifoldness and dynamics in consumers shopping experiencesâ€," Journal of Retailing and Consumer Services, Elsevier, vol. 18(3), pages 200-209.
    20. Jérôme Lacoeuilhe & Didier Louis & Cindy Lombart, 2017. "Impacts of product, store and retailer perceptions on consumers’ relationship to terroir store brand," Post-Print hal-01672920, HAL.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:hal-02159315. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.