Journal of Business Research· 2018Q1· Review
The impact of virtual, augmented and mixed reality technologies on the customer experience
- 1,372citations
- Q1SCImago
- 2018year
Short summary
This paper introduces the "EPI Cube," a new taxonomy to classify Virtual, Augmented, and Mixed Reality technologies based on embodiment, presence, and interactivity, aiming to clarify their impact on customer experiences.
AI-generated from the title and abstract; the full text is not read.
Key points
- Introduces the "EPI Cube" taxonomy for classifying VR/AR/MR technologies.
- Categorizes technologies based on embodiment, presence, and interactivity.
- Aims to clarify the evolving landscape of hybrid customer experiences.
- Provides a tool for academics and managers to understand technology's role in customer journeys.
AI-generated from the title and abstract; the full text is not read.
Abstract
The arrival of Virtual-Reality, Augmented-Reality, and Mixed-Reality technologies is shaping a new environment where physical and virtual objects are integrated at different levels. Due to the development of portable and embodied devices, together with highly interactive, physical-virtual connections, the customer experience landscape is evolving into new types of hybrid experiences. However, the boundaries between these new realities, technologies and experiences have not yet been clearly established by researchers and practitioners. This paper aims to offer a better understanding of these concepts and integrate technological (embodiment), psychological (presence), and behavioral (interactivity) perspectives to propose a new taxonomy of technologies, namely the “EPI Cube”. The cube allows academics and managers to classify all technologies, current and potential, which might support or empower customer experiences, but can also produce new experiences along the customer journey. The paper concludes with theoretical and managerial implications, as well as a future research agenda.
The authors' abstract, as published at the source. Journal of Business Research, 2018 · DOI ↗
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Field: Human-Computer Interaction
Human-Computer InteractionComputer Science