scholarly journals How to design fashion retail's virtual reality platforms

2020 ◽  
Vol 48 (10) ◽  
pp. 1057-1076
Author(s):  
Liangchao Xue ◽  
Christopher J. Parker ◽  
Cathy Hart
Keyword(s):  
Virtual Reality ◽  
Design Guidelines ◽  
Future Research ◽  
Content Type ◽  
High Expectations ◽  
Moderating Variables ◽  
Simulated Environment ◽  
High Street ◽  
Cost Efficient ◽  
Uncertain Future

PurposeHigh-street fashion retail faces an uncertain future because of fluctuating consumer shopping habits. To revive fashion retailers, adopting disruptive technologies such as virtual reality (VR) becomes important to offer highly valued consumer experiences. Yet v-commerce designers still lack sufficient guidance to create effective retail environments. This paper establishes the v-commerce experience that targets fashion consumers’ desire and presents 13 specific design guidelines.Design/methodology/approachIn this study, 22 participants, 20 consumers and two VR developers were interviewed regarding attitudes towards VR, motivation to shop through v-commerce and the moderating variables that influence virtual environment perceptions.FindingsConsumers expect a vivid shopping environment with authentic product features instead of the more common simulated environment. Hedonically motivated consumers are more open to v-commerce than utilitarian consumers and consumers aged 18–34 years regard interactivity, personalisation and social networking as critical to offer a cost-efficient shopping experience.Research limitations/implicationsThis paper explored the ways v-commerce delivers creative experiences to facilitate consumer purchase behaviour, contributing to the high street's regeneration. Yet consumers have too high expectations of lifelike interaction in v-commerce, which is beyond contemporary VR's capabilities. Future research should focus on developing authenticity of v-commerce environments, i.e. vivid interaction with product and people.Originality/valueThis paper establishes the fundamental design rules for v-commerce platforms, enabling designers to create effective retail environments, sympathetic to the consumer's cognitive desires.

The propensity to business startup

2017 ◽  
Vol 9 (3) ◽  
pp. 263-285 ◽  
Author(s):  
Abdul Rahim Abu Bakar ◽  
Syed Zamberi Ahmad ◽  
Norman S. Wright ◽  
Hazbo Skoko
Keyword(s):  
Control Variable ◽  
Binary Logistic Regression ◽  
Future Research ◽  
High Status ◽  
Content Type ◽  
Moderating Variables ◽  
Social Legitimacy ◽  
Gender And Education ◽  
Business Startup ◽  
Determining Factors

Purpose The purpose of this study is to assess the determining factors of entrepreneurial business startup in Saudi Arabia from an eclectic perspective. Design/methodology/approach Based on Global Entrepreneurship Monitor data of 2000 Saudi Arabian respondents, the study analyzes a multitude of individual factors which are classified into four groups: financial resources; social legitimacy; entrepreneurial personality; and entrepreneurial competencies. Gender and education are moderating variables influencing the relationship, whereas age is a control variable using binary logistic regression technique. Findings Out of ten hypotheses, only four hypotheses, namely, income, fear of failure, perception of high status and knowledge of other entrepreneurs, have a significant relationship with the possibility of a business startup. Originality/value Implications of these findings and directions for future research are discussed.

scholarly journals Virtual reality and gamification in marketing higher education: a review and research agenda

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Sandra Maria Correia Loureiro ◽  
Ricardo Godinho Bilro ◽  
Fernando José de Aires Angelino
Keyword(s):  
Higher Education ◽  
Virtual Reality ◽  
Research Agenda ◽  
Research Field ◽  
Future Research ◽  
Research Topics ◽  
Content Type ◽  
Education Experience ◽  
Future Research Agenda ◽  
Search Terms

Purpose The purpose of this paper is to review studies on the use of virtual reality (VR) and gamification to engage students in higher education for marketing issues to identify the research topics, the research gaps and to prepare a future research agenda. Design/methodology/approach A literature review is performed based on two search terms applied to Web of Science, resulting in a final pool of 115 articles. A text-mining approach is used to conduct a full-text analysis of papers related to VR and gamification in higher education. The authors also compare the salient characteristics presented in the articles. Findings From this analysis, five major research topics are found and analysed, namely, teaching methodologies and education, experience and motivation, student engagement, applied theories in VR and gamification. Based on this and following the theory concept characteristics methodology framework, the paper provides directions for future research. Originality/value There is no comprehensive review exploring the topics, theories, constructs and methods used in prior studies concerning VR and gamification applied to higher education services based on all the articles published in well-regarded academic journals. This review seeks to provide deeper insights, to help scholars contribute to the development of this research field.

Using virtual reality to facilitate communication in the AEC domain: a systematic review

2020 ◽  
Vol 20 (3) ◽  
pp. 509-542 ◽  
Author(s):  
Jing Wen ◽  
Masoud Gheisari
Keyword(s):  
Virtual Reality ◽  
Industry 4.0 ◽  
Dynamic Environment ◽  
Facility Management ◽  
Future Research ◽  
Research Directions ◽  
Content Type ◽  
Construction Education ◽  
Future Research Directions ◽  
Aec Industry

Purpose The architecture, engineering and construction (AEC) industry exists in a dynamic environment and requires several stakeholders to communicate regularly. However, evidence indicates current communication practices fail to meet the requirements of increasingly complex projects. With the advent of Industry 4.0, a trend is noted to create a digital communication environment between stakeholders. Identified as a central technology in Industry 4.0, virtual reality (VR) has the potential to supplement current communication and facilitate the digitization of the AEC industry. This paper aims to explore how VR has been applied and future research directions for communication purpose. Design/methodology/approach This research follows a systematic literature assessment methodology to summarize the results of 41 research articles in the last 15 years and outlines the applications of VR in facilitating communication in the AEC domain. Findings Relevant VR applications are mainly found in building inspection, facility management, safety training, construction education and design and review. Communication tools and affordance are provided or built in several forms: text-based tools, voice chat tool, visual sharing affordance and avatars. Objective and subjective communication assessments are observed from those publications. Originality/value This review contributes to identifying the recent employment areas and future research directions of VR to facilitate communication in the AEC domain. The outcome can be a practical resource to guide both industry professionals and researchers to recognize the potentials of VR and will ultimately facilitate the creation of digital construction environments.

Much discussed, little conceptualized: supply chain volatility

2018 ◽  
Vol 48 (8) ◽  
pp. 866-886 ◽  
Author(s):  
Benjamin Nitsche ◽  
Christian F. Durach
Keyword(s):  
Supply Chain ◽  
Conceptual Framework ◽  
Q Methodology ◽  
Decision Makers ◽  
Synthesis Process ◽  
Future Research ◽  
Content Type ◽  
Moderating Variables ◽  
Meta Level ◽  
Practical Implications

Purpose A conceptual framework of supply chain volatility (SCV) is developed to help researchers and practitioners converge their discussions and understandings on this vital phenomenon. Sources, dimensions and moderators of SCV are investigated and a conceptual framework is proposed. The paper aims to discuss these issues. Design/methodology/approach Data triangulation was performed through reviewing 2,789 peer-reviewed articles and conducting a group exercise with 23 practitioners. Consequently, 364 sources were identified. Through a structured synthesis process that built on the Q-methodology with multiple academics, a framework of meta-level sources, dimensions and moderators of SCV was developed. An additional on-site meeting with 17 practitioners was conducted aiming at delineating the dimensions by their effect on SCV. Findings The authors propose 20 meta-level sources that contribute to five distinct dimensions of SCV, proposing behavior of customers and decision makers as contextual moderating variables. A classification scheme consisting of three descriptive SCV-affecting characteristics is proposed to delineate the dimension’s effect on SCV: relative deviating impact, repetitiveness and influenceability. Results are summarized in 15 propositions. Research limitations/implications The paper extends knowledge on SCV and provides a coherent conceptualization of the phenomenon for future research. The proposed framework demands quantitative testing to derive more reliable conclusions. Practical implications The framework aims at reducing the gap between research and practice. It helps managers to understand researchers’ discussions and how to derive expedient implications from them. Originality/value It is the first study that systematically synthesizes widely spread literature in this field to derive a conceptual framework that seeks to explain SCV in a holistic way.

The uncertain future of globalization

2019 ◽  
Vol 36 (4) ◽  
pp. 524-535 ◽  
Author(s):  
Jan-Benedict Steenkamp
Keyword(s):  
Consumer Culture ◽  
Design Methodology ◽  
Brand Value ◽  
Future Research ◽  
Global Integration ◽  
Content Type ◽  
Business Context ◽  
Global Brands ◽  
Global Companies ◽  
Uncertain Future

Purpose The purpose of this paper is to offer a different perspective on the global consumer culture (GCC) phenomenon and identify new avenues for future research. Design/methodology/approach The paper is a thought piece. Findings The unprecedented globalization of the marketplace in the last 50 years has given rise to the emergence of GCC, and the rise of global companies and global brands, among others. Yet, as one surveys the globalscape, there are developments on the horizon that might threaten continued globalization. In this paper, the author discusses these developments and their implications around three interrelated, yet distinct, components of globalization: global integration of world economies, GCC and global brands. Originality/value The paper identifies unique research opportunities to study GCC in an emerging business context in which continued global integration is not guaranteed, and where globalization headwinds could reduce the contribution of perceived brand globalness to brand value.

scholarly journals Postural Risks and User Experience of 3D Interface Designs for Virtual Reality-based Learning Environments

2019 ◽  
Vol 63 (1) ◽  
pp. 2313-2317 ◽  
Author(s):  
Yilu Sun ◽  
Gourab Kar ◽  
Andrea Stevenson Won ◽  
Alan Hedge
Keyword(s):  
Virtual Reality ◽  
Learning Environments ◽  
User Experience ◽  
Interface Design ◽  
Design Guidelines ◽  
Future Research ◽  
Task Completion ◽  
Significant Difference ◽  
Medium Level ◽  
Interface Designs

Virtual Reality-based Learning Environments (VRLEs) are an emerging tool for classroom teaching. While VRLEs are increasingly in use, little attention has been paid to ergonomic challenges in use of VRLEs. This study compared two 3D interface designs of a VRLE created to teach the phases of the Moon. Participants ( N = 16) were randomly assigned to either a Hand or Toggle interface design. The interface designs were compared in terms of postural risk (REBA score), task completion time, user experience and environmental presence. Results indicate no significant difference between the Hand and Toggle interface designs for the outcome variables; however, environmental presence was marginally higher in the Hand interface. REBA scores for Hand (3.56 ± 0.89) and Toggle (3.79 ± 1.14) indicate low to medium level of postural risks. Future research should focus on development of 3D interface design guidelines to ensure safe, comfortable and effective use of VRLEs.

The unit effect from a performance management perspective

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Heinz Ahn ◽  
Marcel Clermont ◽  
Jens Hesping
Keyword(s):  
Performance Management ◽  
Future Research ◽  
Numerical Information ◽  
Content Type ◽  
Moderating Variables ◽  
Management Perspective ◽  
Business Function ◽  
Suitable Concept ◽  
Search Design ◽  
Main Effects

PurposeThe subjective interpretation of numerical information can induce the so-called unit effect, i.e. the scale and unit chosen to quantify such information might influence a person's judgment. Although this bias is well-known, until now, it has been difficult to obtain an overview of the respective research. There are a variety of versions of the unit effect, different terms are used for the same kind of effect and proposals for grouping such effects lack a straightforward typology.Design/methodology/approachA literature review is conducted using a systematic literature search design. We address the following questions: (1) What knowledge exists about the unit effect? (2) What is a suitable concept for structuring the findings? (3) What ideas can be deduced for future research focusing on performance management?FindingsA total of 11 versions of the unit effect and 27 moderating variables are identified and grouped into four contexts in which the effects occur. Structured according to these contexts, research ideas are depicted. They include suggestions for studies adapted to the field of performance management to scrutinize the main effects and moderators addressed in the literature to date as well as to consider additional potential moderators.Originality/valueFew publications explicitly address the unit effect from the perspective of performance management. As one of the core objectives of this business function is to enable rational decision-making based on numerical information, it can be assumed that corresponding research will be very fruitful.

Piloting an adaptive skills virtual reality intervention for adults with autism: findings from user-centered formative design and evaluation

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Matthew M. Schmidt ◽  
Noah Glaser
Keyword(s):  
Virtual Reality ◽  
Target Population ◽  
Autism Spectrum ◽  
Ease Of Use ◽  
Adaptive Skills ◽  
Future Research ◽  
Skills Transfer ◽  
Adults With Autism ◽  
Content Type ◽  
Trade Offs

Purpose The purpose of this paper is to present evaluation findings from a proof-of-concept virtual reality adaptive skills intervention called Virtuoso, designed for adults with autism spectrum disorders. Design/methodology/approach A user-centric usage test was conducted to investigate the acceptability, feasibility, ease-of-use and relevance of Virtuoso to the unique needs of participants, as well as the nature of participants’ user experiences. Findings are presented from the perspectives of expert testers and participant testers with autism. Findings This paper offers findings that suggest Virtuoso is feasible and relevant to the unique needs of the target population, and that user experience was largely positive. Anecdotal evidence of skills transfer is also discussed. Research limitations/implications The research was conducted in limited settings and with a small number of participants. Multiple VR hardware systems were used, and some experienced instability. This could be accounted for in future research by deploying across multiple settings and with a larger number of participants. Some evidence of cybersickness was observed. Future research must carefully consider the trade-offs between VR-based training and cybersickness for this vulnerable population. Originality/value This paper reports on cutting-edge design and development in areas that are under-represented and poorly understood in the literature on virtual reality for individuals with autism.

scholarly journals Re-branding the High Street: the place branding process and reflections from three UK towns

2017 ◽  
Vol 10 (4) ◽  
pp. 392-403 ◽  
Author(s):  
Nikos Ntounis ◽  
Mihalis Kavaratzis
Keyword(s):  
Knowledge Exchange ◽  
Place Branding ◽  
Future Research ◽  
Research Approach ◽  
Content Type ◽  
Holistic Understanding ◽  
High Street ◽  
The Right ◽  
Research Stage

Purpose The main aim of this paper is to develop a holistic understanding of place branding and reflect on its practical value and implications, by drawing evidence from the rebranding process of three UK towns (Alsager, Altrincham and Holmfirth) that participated in the HSUK2020 project. Design/methodology/approach A comprehensive place branding process that includes the interrelated stages of research, deliberation, consultation, action and communication is presented. The practical value of this theoretical proposition is linked to the experiences of three UK towns that participated in the HSUK2020 project. Findings The importance of research, the challenges of participation and the role of communications in place branding processes were identified as primary issues in all towns. The results of the project demonstrate the significance of the initial research stage of the place branding process and show that the process as a whole is valuable in helping places deal effectively with identity issues. Research limitations/implications Participatory place branding processes can flourish when place stakeholders are engaged in the right context and are encouraged to work together. In addition, place brands are important cues and empower stakeholders’ participation in all stages of place brand processes. Practical implications Knowledge exchange projects that have the potential to engage a plethora of place stakeholders should be considered by practitioners for future place branding strategies. Originality/value The paper offers a refreshing practical grounding on participatory place branding concepts and theories. The value of knowledge exchange strategies for examining the field of place branding is also highlighted and can become a useful research approach for future research.

Liminality and the entrepreneurial firm

2017 ◽  
Vol 23 (2) ◽  
pp. 185-209 ◽  
Author(s):  
Nicole Gross ◽  
Susi Geiger
Keyword(s):  
Process Model ◽  
Single Case ◽  
Radical Change ◽  
Practice Research ◽  
Future Research ◽  
Sources Of Resistance ◽  
Content Type ◽  
Change Acceptance ◽  
Entrepreneurial Firm ◽  
Uncertain Future

Purpose Focussing on the dynamic nature of entrepreneurship, the purpose of this paper is to advance an understanding of entrepreneurial practice in phases of radical change, which the authors conceptualize as periods of liminality. A particular focus on the management of tension is taken to investigate destabilization of practices, sources of resistance and enablers of change during shifts from a familiar past into an unfamiliar and uncertain future. Design/methodology/approach An exploratory longitudinal study of a single case firm was conducted to study the entrepreneurial change process during radical transition phases. To understand and theorize liminality and practice renewal in the entrepreneurial firm, the authors leveraged data collection tools from ethnography and engaged in data analysis inspired by grounded theory. Findings The authors build a process model of becoming that maps the following processes: destabilizing incumbent practices, sources of resistance and enablers of change, acceptance of upheaval and trying on a new state of being. A research agenda for future research in this area is also formulated. Originality/value The research contributes to contemporary entrepreneurship-as-practice research and to research considering the concept of liminality in entrepreneurship. Through processual theory building based on empirical research, the authors highlight that simultaneously handling the practices of the past whilst breeding new trajectories in an unknown future create tensions that can make or break the entrepreneurial firm.

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