Augmented Reality and Virtual Reality: New Trends in Immersive Technology

International Augmented and Virtual Reality Online Conference 2020
Preface
Contents
Immersive Technology in Business, Retail and Marketing
How to Design Effective AR Retail Apps
	1 Introduction
	2 Methodology
		2.1 Phase One: Co-design Workshops
		2.2 Phase Two: AR Prototype Design
		2.3 Phase Three: Experience Prototype Experiments
		2.4 Data Analysis
	3 Results
		3.1 AR App Versus Non-AR App (Quantitative)
		3.2 Magic Mirror Versus Non-AR Screen (Quantitative)
		3.3 AR App Versus Magic Mirror (Qualitative)
		3.4 Beliefs (Ease of Use, Usefulness, Enjoyment)
	4 Discussion
		4.1 AR Versus Non-AR Versions
		4.2 AR APP Versus Magic Mirror
		4.3 Enjoyment
		4.4 Intention
	5 Conclusion
	References
The Role of Mental Imagery as Driver to Purchase Intentions in a Virtual Supermarket
	1 Introduction
	2 Theoretical Background
		2.1 Virtual Reality
		2.2 Virtual Reality as Marketing Tool
	3 Hypotheses Development
		3.1 Purchase Intention
		3.2 Emotional States
		3.3 Mental Imagery
		3.4 Product Involvement and Presence
	4 Methodology
	5 Results
	6 Conclusions and Implications
	References
User Responses Towards Augmented Reality Face Filters: Implications for Social Media and Brands
	1 Introduction
	2 Theoretical Development
	3 Methodology
	4 Results
	5 Discussion
	6 Implications, Limitations and Future Research Lines
	References
Immersive Technology in Storytelling, Art Exhibitions and Museums
Can You Make the Cut? Exploring the Effect of Frequency of Cuts in Virtual Reality Storytelling
	1 Introduction
	2 Theory and Hypotheses
	3 Methodology
		3.1 Design and Stimulus Material
		3.2 Participants
		3.3 Procedure and Measurement Instrument
	4 Results
	5 Conclusion and Discussion
	References
Incorporation of Augmented-Reality Technology into Smartphone App for Large-Scale Performance Art
	1 Introduction
	2 Methodology
		2.1 Planning
		2.2 Action
		2.3 Observation
		2.4 Reflection
	3 Conclusion
	References
Testing Mixed Reality Experiences and Visitor’s Behaviours in a Heritage Museum
	1 Introduction
	2 Conceptual Framework
		2.1 The Relationship Between Museum Information, Interaction, Customisation, and Format
		2.2 The Relationship Between Customisation and Interaction
		2.3 The Relationship Between Format and Usability
		2.4 The Relationship Between Usability and Interaction
		2.5 The Relationships Between Interaction, Traditional Experience, 4.0 Experience, and Information Saving
		2.6 The Relationships Between Information Saving, Traditional Experience, and 4.0 Experience
		2.7 The Relationship Between Traditional Experience and 4.0 Experience
		2.8 The Relationships Between Traditional Experience, 4.0 Experience, and Visitors’ Behaviours
	3 Methodology
	4 Findings
	5 Conclusions, Research Implications and Limitations
	References
Interactive Mixed Reality Technology for Boosting the Level of Museum Engagement
	1 Introduction
		1.1 Pre-study
	2 System Overview
		2.1 Functionality
		2.2 System Architecture
	3 Method
	4 Results
	5 Discussion and Conclusion
		5.1 Future Work
	References
Immersive Technology Theories and Frameworks
Too Real for Comfort: Measuring Consumers’ Augmented Reality Information Privacy Concerns
	1 Introduction
	2 Theoretical Development
		2.1 Existing Conceptualizations and Scales of Privacy Concerns
		2.2 Theoretical Foundations of the ARIPC Scale
		2.3 Dimensions of the ARIPC Scale
	3 Methods
		3.1 Item Generation and Refinement
		3.2 Exploratory and Confirmatory Factor Analyses
		3.3 Nomological Validity and Empirical Application
	4 Discussion and Conclusion
		4.1 Implications for Theory
		4.2 Implications for Practice
		4.3 Limitations and Future Research
	References
The Proteus Effect: How Avatars Influence Their Users’ Self-perception and Behaviour
	1 Introduction
	2 State of the Art
	3 Methodology
	4 Literature Review
	5 Theoretical Framework
	6 Conclusion and Outlook
	References
Immersive Technology Adoption
Modifying the Technology Acceptance Model to Investigate Behavioural Intention to Use Augmented Reality
	1 Introduction
	2 Theory and Hypotheses
	3 Methodology
		3.1 Study Design
		3.2 Participants
		3.3 Stimulus Material
		3.4 Procedure
		3.5 Variables and Measurement Instrument
	4 Results
	5 Discussion
	References
Immersive Technology in Education
Using Virtual Reality as a Form of Simulation in the Context of Legal Education
	1 Introduction
	2 Methodology
	3 Literature Review Results
		3.1 Simulation in Legal Education
		3.2 Virtual Reality in Education
		3.3 Learning Theories
	4 Discussion
		4.1 How Has Simulation Impacted Learning in Legal Education, and How Has the Use of Technology Changed Simulated Learning in This Context?
		4.2 What Has Been the Impact of Virtual Reality Technology in Education?
		4.3 What Pedagogical Motivations and Theories Underly (A) Simulation in Legal Education; and (B) Virtual Reality in General Education?
	5 Conclusion
	References
The Use of VR Simulations in Nuclear Physics Education at the University Level
	1 Introduction
	2 Related Work
	3 Methods
	4 Results
	5 Conclusions
	References
Creating Memories and Engagement in College Student Through Virtual Reality
	1 Introduction
	2 Literature Review
	3 Methods
	4 Findings
	5 Discussion and Conclusions
	References
A Virtual Reality Framework for Upskilling in Computer Programming in the Business Context
	1 Introduction
	2 Literature Review
		2.1 Programming in the Business Context
		2.2 Programming Pedagogies
		2.3 Teaching with Virtual Reality
		2.4 Validation of Technological Systems
	3 Method
		3.1 Framework
		3.2 Implementation
		3.3 Validation
	4 Case Study
	5 Discussion
	6 Conclusion
	References
Immersive Technology Design and Development
Recognition of Facial Expressions in VR an Experiment of Still Photos Versus Three Dimensional Computer Graphic Images
	1 Introduction
	2 Study
	3 Results
	4 Conclusion
	References
Making 3D Virtual Cities VR Ready: A Performance Study
	1 Introduction
	2 Literature Review
		2.1 Procedural Content Generation of Virtual 3D Cities
		2.2 Other Pedestrian Systems
	3 Methods and Approach
		3.1 Comparison of Virtual 3D City Environments
	4 Findings and Discussion
	5 Conclusion and Future Work
	Appendix
	References
A-UDT: Augmented Urban Digital Twin for Visualization of Virtual and Real IoT Data
	1 Introduction and Literature Review
	2 Smart City Services Based on A-UDT
	3 Architecture and Design of System
		3.1 Real IoT Area
		3.2 Virtual IoT Area
		3.3 Data Platform Area
		3.4 AR Visualization Area
		3.5 Interaction Area
	4 Implementation
		4.1 The Macro-perspective of the Urban Spaces
		4.2 The Micro-perspective of the Urban Spaces with 360 Visualization
		4.3 Interactions Using Tabletop System
	5 Discussion and Conclusion
	References
Virtual Reality and Artificial Intelligence: Co-creation Process Between Consumers and Firms in an Area of Smart Cities
	1 Introduction
	2 Theoretical Framework
		2.1 Word-of-Mouth as Loyalty
		2.2 Customer Experience
		2.3 Customer Journey
		2.4 Tourism Experience Co-creation and Engagement
		2.5 Proposed Hypotheses
	3 Research Outcomes
	References
Bringing Knowledge and Emotion to the Industrial Field: ETT's AR/VR Solutions
	1 The Role of New Technologies in the Industrial Sector
	2 ETT Expertise
	3 ETT Case Studies
		3.1 Car Viewer, Unipolsai
		3.2 Lamborghini Museum, Lamborghini
		3.3 4Matic Tour, Mercedes Benz
		3.4 Area X, Intesa San Paolo
		3.5 Pafa System, the Textile Machinery Industry in Virtual Reality
		3.6 AR Quality Check for Automotive Production, a Mobile App that Easily and Intuitively Supports the Industrial Production Process
		3.7 NIA VR, Realistic Simulations Supporting Training and Fire Prevention
		3.8 Electric Vespa, a New Showcase Giving a Fresh Look to Sales Outlets and Vespa Visitor Centres
		3.9 Vodafone Data Center, Discover the Vodafone Data Center Together with a Virtual Guide
	4 Conclusions
Science Tour and Business Model Using Digital Twin-Based Augmented Reality
	1 Introduction
	2 Literature Review
	3 Proposition of Digital-Twin Based Tourism Platform and Business Model
	4 Discussion and Conclusion
	References
A Matter of Perception Investigating the Effect of Virtual Reality on Spatial Understanding
	1 Introduction
	2 Study
	3 Results
	4 Conclusion
	References
Natureza Virtual: Enhancing Ecosystem Awareness by Using Virtual Reality in Educational Tourism
	1 Introduction
	2 Literature Review
		2.1 Digital Education Solutions
		2.2 Marketing Strategy and Tourism
		2.3 Enhancing Presence
	3 Methods
	4 Expected Results
	5 Conclusions and Future Work
	References
VR and Nostalgia: Using Animation Content at Theme Parks to Boost Visitor Experience
	1 Introduction
	2 Literature Review
		2.1 The Use of VR in Theme Park Attractions
		2.2 Animation and VR Content to Evoke Visitor Nostalgia
		2.3 VR Attractions at Korean Theme Parks
		2.4 Theoretical Framework
	3 Methodology
	4 Results and Findings
	5 Discussion and Conclusions
	References