Augmented Reality and Virtual Reality: The Power of AR and VR for Business

Front Matter ....Pages i-xi
Front Matter ....Pages 1-1
 Augmented Reality in Real Stores: Empirical Evidence from Consumers’ Interaction with AR in a Retail Format  (Francesca Bonetti, Eleonora Pantano, Gary Warnaby, Lee Quinn, Patsy Perry)....Pages 3-16
 V-Commerce in Retail: Nature and Potential Impact  (Anouk de Regt, Stuart J. Barnes)....Pages 17-25
 A Virtual Reality and Retailing Literature Review: Current Focus, Underlying Themes and Future Directions  (Liangchao Xue, Christopher J. Parker, Helen McCormick)....Pages 27-41
Front Matter ....Pages 43-43
 What We Don’t Know. The Effect of Realism in Virtual Reality on Experience and Behaviour  (Marnix van Gisbergen, Michelle Kovacs, Fabio Campos, Malou van der Heeft, Valerie Vugts)....Pages 45-57
 Adapting Jake Knapp’s Design Sprint Approach for AR/VR Applications in Digital Heritage  (Helen Southall, Maeve Marmion, Andrew Davies)....Pages 59-70
Front Matter ....Pages 71-71
 Designing Valuable Augmented Reality Tourism Application Experiences  (Eleanor E. Cranmer)....Pages 73-87
 Experiencing Virtual Reality in Heritage Attractions: Perceptions of Elderly Users  (M. Claudia tom Dieck, Timothy Jung, Eleni Michopoulou)....Pages 89-98
 A Case Study: Assessing Effectiveness of the Augmented Reality Application in Augusta Raurica  (Moritz Armingeon, Pleurat Komani, Trupti Zanwar, Safak Korkut, Rolf Dornberger)....Pages 99-111
 Virtual and Augmented Reality Technologies to Enhance the Visitor Experience in Cultural Tourism  (Dai-In Danny Han, Jessika Weber, Marcel Bastiaansen, Ondrej Mitas, Xander Lub)....Pages 113-128
 Tourism Marketers Perspectives on Enriching Visitors City Experience with Augmented Reality: An Exploratory Study  (Natasha Moorhouse, Timothy Jung, M. Claudia tom Dieck)....Pages 129-144
Front Matter ....Pages 145-145
 Creating Virtual Reality in a Business and Technology Educational Context  (Diana Andone, Mark Frydenberg)....Pages 147-159
 Immersive Virtual Reality (IVR) in Higher Education: Development and Implementation  (Paula Hodgson, Vivian W. Y. Lee, Johnson C. S. Chan, Agnes Fong, Cindi S. Y. Tang, Leo Chan et al.)....Pages 161-173
 Cultural Heritage Objects in Education by Virtual and Augmented Reality  (Ján Lacko)....Pages 175-187
Front Matter ....Pages 189-189
 To Have and Vehold: Marrying Museum Objects and Virtual Collections via AR  (Ronald Haynes)....Pages 191-202
 A Tool, not a Toy: Using Virtual Reality to Evaluate the Communication Between Autonomous Vehicles and Pedestrians  (Sebastian Stadler, Henriette Cornet, Tatiana Novaes Theoto, Fritz Frenkler)....Pages 203-216
 Designing Spatial UI as a Solution of the Narrow FOV of Microsoft HoloLens: Prototype of Virtual Museum Guide  (Ramy Hammady, Minhua Ma)....Pages 217-231
 Recommender System as the Support for Binaural Audio  (David Bernhauer, Tomáš Skopal)....Pages 233-246
 Virtual Reality References in Design Problem Solving: Towards an Understanding of Affect-Cognition Interaction in Conceptual Design  (R. Vimal Krishnan, Prasad S. Onkar)....Pages 247-260
 Intuitive Hand Gestures for the Interaction with Information Visualizations in Virtual Reality  (Gabriel Frey, Arno Jurkschat, Safak Korkut, Jonas Lutz, Rolf Dornberger)....Pages 261-273
Front Matter ....Pages 275-275
 Pulmonary Rehabilitation in Virtual Reality for COPD Patients  (Natasha Moorhouse, Timothy Jung, Xin Shi, Farhan Amin, Joanne Newsham, Sarah McCall)....Pages 277-290
 Exploring Surgeon’s Acceptance of Virtual Reality Headset for Training  (Libi Beke Hen)....Pages 291-304
 Evaluation of Virtual Reality in Orthopaedic Training—A Pioneering Pilot Study  (Ronnie Davies, Natasha Moorhouse, Timothy Jung, Saleem Mastan, Bibhas Roy)....Pages 305-317
Front Matter ....Pages 319-319
 Towards the Essence of Cinematic VR: Embracing New Technologies to Define a Medium  (Sarah Jones)....Pages 321-335