Expected user experience of mobile augmented reality services: a user study in the context of shopping centres (original) (raw)
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User expectations and experiences of mobile augmented reality services
Mobile Augmented Reality (MAR) as an emerging field of technology has the potential to engender services that demonstrate novel aspects like enriching the reality with digital information, locationbased interaction, and tangible user interfaces. The early visions of MAR anticipated it to revolutionize the way of accessing and interacting with information in mobile contexts. However, one hindrance in this path is the lack of research understanding of the subjective user experience (UX) resulting from, e.g., the novel interaction metaphors and the mixing of realities that MAR embodies. What is more, little is known about users' expectations of the futuristic concept of MAR and the experiences it could evoke.
Concepts and subjective measures for evaluating user experience of mobile augmented reality services
Augmented reality (AR) can demonstrate significant novelty aspects for a user of mobile systems, resulting from both the interaction paradigm and the novel activities and information content made available. Having recently entered the mobile domain, AR has great potential for creating a rich and multifaceted user experience (UX) in various mobile application areas for regular consumers. However, successful design or evaluation of the subjective UX requires insight into the subjective experiences that can take place with mobile AR and how the different elements of future mobile AR services might affect them. This chapter builds on our earlier findings about early adopters' expectations of future mobile AR services. Based on this understanding we highlight an extensive set of different characteristics of experience that mobile AR services are expected to create. The identified experience categories serve as inspiration and targets for design. Furthermore, to provide mobile AR service developers with practical evaluation tools, we propose a set of measures to be utilized in subjective user evaluations of future AR services. Finally, we discuss related methodological issues to consider in planning UX evaluations of mobile AR services.
Evaluation of User Experience in Augmented Reality Mobile Applications
Journal of Business Economics and Management, 2020
Globalization, technological development and a dynamic business environment influence the change of customer information demands. It becomes vital for organizations to find out the customer demand change and discover technological solutions to satisfy these demands. One of these technologies is augmented reality, which connects real and digital environments by expanding it with digitally coded information which is decoded by using a specific device. As this type of technology enables the changing information needs of customers to be met faster, organizations are increasingly using these technological solutions to achieve a variety of purposes: to position products innovatively, increase product awareness, create added value for the customer, increase sales. However, organizations often face the challenge of evaluating commercial augmented reality mobile applications in user experience. A two-case study has been selected to evaluate the user experience of augmented reality commercial...
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Augmented reality (AR) technologies are becoming state-of-the-art in the mobile technology domain. However, developing successful end user services around AR is still in its infancy, which is partially resulting from the lack of user research regarding potential users' expectations and user acceptance in the particular area. In order to identify the most potential use cases and contexts, in which mobile AR could be utilized, it is important to evaluate already the early service concepts with potential end users. This paper reports an online survey for evaluating the user acceptance of five different mobile AR scenarios, as well as for understanding the potential and risks or mobile AR in general. The results show ambivalent attitudes towards mobile AR services but also imply that the scenarios demonstrating pragmatic relevance were valued over pleasure oriented ones. AR was seen to make contextually relevant information easily available and allow novel interaction possibilities with the physical world. Distrust arose with fears of information flood, users' loss of autonomy, and virtual replacing the real. The respondents' level of technological orientation was found to highly affect the overall acceptance of the scenarios. The results help in considering key acceptance issues and potential users' expectations in the development of future mobile AR services.
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Augmented Reality is used by various customers' concerned companies to augment their stimuli, shopping experiences, and customers' purchasing behavior. Hence, AR driven enabling stimulates customer engagement and their shopping attitude by providing a vivid technology experience. Prior studies found that AR novelty, trust, and vividness influenced the customer usage attitude. There has extant literature presented in the context of AR applications, it is widely used through numerous gadgets but the author intends to explore holistic features that tend to grasp customers' experiences and attitudes to find the variance between AR vs. Websites. AR potentially disrupted the real-world environment by providing hedonic visual benefits and eliminating the physical efforts that tend to stimulate customers who mesmerize with AR compared to a website. The author chose the Houzz AR app and its website to gather data and provide a better understanding of both scenarios. The author conducted two-field experiments to illustrate positive customer attitudes that satisfied their experience towards the AR app rather than the traditional website. AR app is vivid and novel to engage a customer and moderate their attitude towards the technology immersion. Finally, this study provides multiple implications such as unique visual illustrations, sensational features, and innovation resulting in satisfied customer experience, considering both features in real and virtual world environments.
A B S T R A C T User technology has an agreeable impact on consumer decisions; yet the way such impact takes place may be little known. This study attempts to examine the impact of augmented reality (AR) on retail user experience (UX) and its subsequent influence on user satisfaction and user's willingness to buy. Five hypotheses are tested using a lab experiment. The results show that AR significantly shapes UX, by impinging on various characteristics of product quality, and that UX subsequently influences user satisfaction and user's willingness to buy. UX is captured as a third-order formative construct derived from four user experience characteristics: pragmatic quality, aesthetic quality, hedonic quality by stimulation and hedonic quality by identification. Except for the latter, these characteristics are second-order constructs. Important implications for researchers and managers follow.
A Case Study on User Experience (UX) Evaluation of Mobile Augmented Reality Prototypes
J. Univers. Comput. Sci., 2013
Mobile Augmented Reality (MAR) blends the real world with digital objects especially in ubiquitous devices such as smartphones. The MAR applications provide an intelligent interface for users. In this, valuable digital information is advertised in physical spaces. However, the success of these applications is tied directly to the degree of user acceptance. This makes understanding the needs and expectations of the MAR's potential users of paramount importance for designing and building the proper application. The objective of the paper is to expose an important gap in the development of novel applications in the virtual world. Previous research has shown that it is essential to study and understand the needs and expectations of the potential users of the upcoming application or system. Studying user needs and expectations before offering the developed application ensures a minimum level of acceptance and, of course, success. This paper presents a detailed study comprising of a u...
USING AUGMENTED REALITY TO IMPROVE THE EFFECTIVENESS OF MOBILE SHOPPING AID (MSA)
This aim of this study is to examine the effectiveness of mobile shopping aid using mobile devices through augmented reality. Against the backdrop of emerging trend in mobile shopping, the researchers propose a mobile shopping aid or tool developed on the web technology that is enhanced with a novel setting, namely the augmented reality technology. In essence, the augmented reality is a computing environment in which the real world (as seen through the camera of a mobile phone in real time) is superimposed with a synthetic user interface. To elicit opinions and feedback from potential users, a survey involving 60 students (20 boys and 40 girls) were recruited to collect data pertaining to two important measures, namely shopping efficiency, ease of use, memorability, and user satisfaction. Data gathered were analysed, and the results showed that these two factors were highly regarded. Thus, these findings suggest that the key design elements in such a tool will rely heavily on shopping efficiency and user satisfaction constructs, ensuring better engagement in mobile shopping.