Augmented Reality and Virtual Reality (eBook)

International Augmented and Virtual Reality Conference 2019 6
Scientific Committee 6
Preface 8
Contents 9
AR and VR in Business, Retail and Marketing 13
Brand Experience via Mobile AR App Marketing 14
1 Introduction 14
2 Theory 15
2.1 AR Technology Marketing and Consumer Engagement 15
2.2 Experience Economy Theory 15
3 Methods 16
3.1 Study Design and Procedure 16
3.2 Data Analysis 17
3.3 Measurements 17
3.4 Measurement Model Tests 17
4 Results 17
5 Conclusions 18
References 19
Inside Advertising: The Role of Presence in the Processing of Branded VR Content 21
1 Introduction 21
2 Theoretical Framework 23
2.1 Branded Virtual Reality Games 23
2.2 The Role of Presence in a Persuasive Context 23
3 Method 25
3.1 Participants and Procedure 25
3.2 Stimulus Material 25
3.3 Measures 26
4 Results 27
4.1 Manipulation and Randomisation Checks 27
4.2 Main Analyses 27
5 Discussion 28
5.1 Presence in a Persuasive Context 28
5.2 Limitations and Suggestions for Future Research 29
5.3 Implications for Theory and Practice 30
5.4 Concluding Remarks 30
References 31
How to Engage Fashion Retail with Virtual Reality: A Consumer Perspective 33
1 Introduction 33
2 Methodology 34
2.1 Setting and Sample 34
2.2 Data Collection 35
2.3 Data Analysis 36
3 Results and Analysis 36
3.1 Consumer Response to V-Commerce 36
3.2 The Moderating Variables that Affect Shoppers’ Perception When Developing Virtual Environment for Retailing 39
4 Discussion 41
4.1 Consumer Response (Attitudes and Motivations) of V-Commerce 41
4.2 The Moderating Variables that Affect Shoppers’ Perception When Developing Virtual Environment for Retailing 42
5 Conclusion 43
References 44
Enhancing Product Configuration and Sales Processes with Extended Reality 46
1 Introduction 46
2 State of the Art 47
2.1 Community Configuration 47
2.2 Virtual Reality for Sales Process and Co-creation 49
2.3 Augmented Reality for Annotation-Based Group Configuration 50
2.4 Decision Support for Group Configuration 51
3 Potential and Challenges for Industrial XR-Based Group Configuration 51
3.1 Design Guidelines for Group Decision and Group Behaviour 51
3.2 Technical Challenges for Group Configuration in Virtual Reality 52
3.3 Potential for Industrial Applications 52
4 Prototypes 53
4.1 VR Configurator and Participation Tool 53
4.2 AR Annotator 55
5 Evaluation and Design Implications for XR-Based Group Configuration 57
6 Discussion and Future Work 58
References 58
“I See Myself, Therefore I Purchase”: Factors Influencing Consumer Attitudes Towards m-Commerce AR Apps 60
1 Introduction 60
2 Literature Review 61
2.1 Acknowledging Augmented Reality 61
2.2 Perception of Augmented Product 63
2.3 Perception of Environmental Augmentation 63
2.4 Technology Usability 64
2.5 Social Influence 65
3 Method 65
3.1 Participants 65
3.2 Stimuli 66
3.3 Procedure 66
3.4 Measures 66
4 Results 67
5 Discussion and Conclusion 68
6 Conclusions and Future Research 70
References 70
Consumers’ Emotional Response to the Use of Augmented Reality (AR): An Exploratory Study 73
1 Introduction 73
2 Theoretical Background 74
3 Methodology 75
3.1 Focus Group Interview Procedure 75
3.2 Participants 75
4 Analysis and Discussion 76
4.1 General Observation 76
4.2 Proposition Development 78
5 Conclusion 79
References 80
Exploring How Augmented Reality and Virtual Reality Technologies Impact Business Model Innovation in Technology Companies in Germany 82
1 Introduction 82
2 Literature Review 83
2.1 Augmented Reality and Virtual Reality: Business Model Innovation Drivers 83
2.2 Business Models and Business Model Innovation 84
2.3 Research Gap and Research Contribution 85
3 Research Methodology 86
3.1 Philosophy 86
3.2 Methodology 87
4 Initial Findings 88
5 Conclusions 89
References 90
Implementation of Augmented Reality in Manufacturing: A Case Study Exercise 92
1 Augmented Reality: Revolution in Manufacturing? 92
2 Case Company: DreamerBoats Inc. 94
3 Use Cases and KPIs for AR in Yacht Building 94
3.1 Preparatory Work 94
3.2 Work Instructions 95
3.3 Customization/Sign Off 95
3.4 Intermediate and Finale Inspection/Documentation 95
4 Common AR Obstacles in Manufacturing 96
4.1 Expectations of Business Line Managers and Corporate Executives 96
4.2 Upgrading or Investing in Modifications of Existing IT Infrastructure 97
4.3 Resources, Budget, ROI, and Scalability 97
4.4 Legal (Workers’ Rights) 98
4.5 Health and Safety Issues to the Workers 99
4.6 Lack of Acceptance 100
5 Tasks and Background 101
5.1 Resources 101
5.2 About this Research 102
5.3 About the AREA 103
References 103
Augmented Reality in Training Processes with VISCOPIC 105
1 Introduction 105
2 AR Technology and VISCOPIC Software Tools 106
2.1 AR in the Industry 106
2.2 Implementation Challenges and VISCOPIC Software Tools as a Solution 107
3 Importance of AR for the Training Sector 110
3.1 Optimal Learning for All Types of Learners with AR 111
3.2 AR in Theoretical Training 112
3.3 AR in Practical Trainings 112
4 Use Case Deutsche Bahn 112
4.1 3D-Durchblick—The Leading Edge of DB 113
4.2 Three Apps with One Goal: Enhanced Learning and Teaching 114
5 Use Case Audi 115
5.1 The Change in the Automotive Industry 115
5.2 Quality Assurance at Audi 116
6 Summary and Outlook 117
References 118
Virtual Reality Becoming Part of Our Lives—Assessing Consumers’ Perceived Applicability of Virtual Reality Supported Tasks and a Critical Reflection on the Development 119
1 Introduction and Theoretical Background 119
2 Background and Research Gap 120
3 Methodology 121
3.1 Data Collection and Sample 121
3.2 Measurement 122
3.3 Results 122
4 Discussion and Conclusion 124
5 Critical Reflection of (VR) Technology Use in Today’s World 126
References 127
AR and VR for City Planning, Smart Cities and Autonomous Vehicles 129
Mixed Reality Media-Enabled Public Participation in Urban Planning 130
1 Introduction 131
1.1 Urban Planning 131
1.2 Public Participation 132
1.3 Technology-Based Planning Instruments 133
1.4 Features of MR Forming Innovative Planning Instruments 134
2 Mixed Reality in Urban Planning 135
2.1 Communicating Plans 136
2.2 Finding Designs for Public Spaces 136
2.3 Conceptualizing the Build Environment 137
2.4 Defining Architectural Design 137
2.5 Visualizing and Experiencing Invisible Factors 137
3 Findings 138
4 Conclusion and Outlook 140
References 140
Digital Topographies. Using AR to Represent Archival Material in Urban Space 144
1 Introduction 144
2 Making Sense of the Augmented City 146
2.1 Socio-technical Implications 146
2.2 Space as a Social Construct 147
2.3 Digital Topographies 148
3 Case Study 149
3.1 The Project “Archeology of the Digital” 149
3.2 Augmented Reality 150
3.3 Material Space 151
3.4 Signs, Symbols and Representations 151
3.5 Normative Regulatory System 151
3.6 Social Interactions 152
4 Conclusion 152
References 154
Designing Tomorrow’s Human-Machine Interfaces in Autonomous Vehicles: An Exploratory Study in Virtual Reality 155
1 Introduction 155
2 Related Work 156
3 Method 157
4 Results 158
5 Discussion 162
6 Conclusion 162
References 163
Using Augmented Reality Technology to Construct a Venue Navigation and Spatial Behavior Analysis System 165
1 Introduction 165
1.1 Content Providers Can Customize Navigational Positioning and Information 167
1.2 AR-Guided Tour: Viewer Navigation Mode 169
1.3 Recordings and Visualizations of Movement of Users in Physical Spaces 171
1.4 Uploading Data onto a Cloud Server for Further Analysis 171
2 Conclusion 172
References 174
Endless City Driver: Procedural Generation of Realistic Populated Virtual 3D City Environment 175
1 Motivation 175
2 Related Work 177
2.1 Procedural Content Generation of Virtual 3D Cities 177
2.2 Virtual Pedestrians in Other Work 177
3 Endless City Driver (The Original Version) 178
3.1 The City Generator Algorithm 178
3.2 City Tiles 179
3.3 Pedestrian System 180
4 Endless City Driver (The Next Generation) 182
4.1 Motivation 182
4.2 The City Generator Algorithm 182
5 Thoughts About Presence in VR Cities 184
6 Conclusion and Future Work 185
Appendix 187
References 187
Using 5G Mobile to Enable the Growing Slate of VR and AR Applications 189
1 Introduction 189
2 Literature Review 190
2.1 5G 191
2.2 VR and AR 191
3 Discussion 192
3.1 Opportunities of 5G for VR and AR 192
3.2 Challenges 194
3.3 Application Example 194
4 Conclusion 196
Bibliography 197
AR and VR for Health and Wellbeing 199
Impact of Virtual Embodiment on the Perception of Virtual Heights 200
1 Introduction 200
2 Fear of Heights Virtual Reality System 202
2.1 Design Requirements 202
2.2 Preparation 203
2.3 Technical System Environment 204
3 Methodology and Research Design 205
3.1 Research Goals and Hypotheses 205
3.2 Participants 205
3.3 Measures 205
3.4 Experimental Setup and Procedure 207
3.5 Statistical Analysis 208
4 Results 209
4.1 Group Characteristics 209
4.2 Impact of Virtual Embodiment 210
4.3 Relevant Correlations 211
5 Discussion 211
6 Conclusion 212
References 212
AR and VR in Theatre Productions and Journalism 215
Humanising AR in Design: Introducing Digital and Physical People to an Augmented Reality Design Visualisation Process for Theatre 216
1 Introduction 216
2 Methodology 220
2.1 The Case Study 220
2.2 Design Challenges 221
2.3 Technical Challenges 222
3 Results 223
3.1 Elizabeth Harper—Designer 223
3.2 Donncadh O’Briain—Director 224
3.3 Bella Heesom—Writer/Performer 225
4 Conclusions 226
References 227
The Use of VR in Journalism: Current Research and Future Opportunities 228
1 Introduction 228
2 Defining Key Concepts 229
3 Literature Review 232
3.1 Research on Production of VR Journalism 232
3.2 Audience Research 235
4 Discussion and Conclusion 236
References 237
AR and VR in Production and Manufacturing 241
Open Source Augmented Reality Applications for Small Manufacturing Businesses 242
1 Introduction 242
2 AR Software Development Kits 243
2.1 Proprietary Solutions 243
2.2 Open Source Solutions 244
3 AR Hardware 245
4 WikiProd Project 246
4.1 Structure 247
4.2 Implementation 247
4.3 Demonstration 248
5 Summary and Conclusions 250
References 250
Customer Integration Through Virtual Reality Implementation: A SWOT Analysis in the Area of Production Systems 251
1 Introduction 251
2 Issues 252
2.1 Customer Integration 252
2.2 Virtual Reality 252
3 Procedures 253
3.1 Use Case 253
3.2 SWOT Analysis 254
4 Results of SWOT Analysis 255
4.1 Strengths 255
4.2 Weaknesses 256
4.3 Opportunities 258
4.4 Threats 259
5 Conclusion 260
References 261
AR and VR in Education 265
Digital Literacies in Virtual Reality Learning Contexts 266
1 Introduction 266
2 Digital Literacies in VR Systems 267
3 Virtual Reality and 360-Degree Media 269
4 VR-Enhanced Learning 271
5 A Case Study on Student-Created Learning Spaces 272
6 Discussion and Conclusion 275
References 277
Towards a Taxonomy of Virtual Reality Usage in Education: A Systematic Review 279
1 Introduction 279
2 Literature Review 280
2.1 Concept of Virtual Reality 280
2.2 Virtual Reality in Education and Learning 281
2.3 Previous Works 282
3 Methodology 282
4 Findings 283
5 Discussion 285
6 Conclusion 289
References 290
Teaching VR in Higher Education with Collaborative Projects 293
1 Introduction 293
2 Constructivist Learning Theory 294
3 Learning Lab 360° VR Collaboration Stream 295
3.1 Learning Lab Didactic Concept 295
3.2 360° VR Collaboration Stream 297
4 Application of Learning Lab 360° VR in Combination with Case Studies in Teaching Modules 299
4.1 Module in Tourism Management 299
4.2 Module in Business Administration 301
5 Conclusion 303
References 304
AR and VR in Tourism, Museums and Events 306
The Impact of Mixed Reality on Visitors’ Experience in Museum. ‘The Ara As It Was’ Project in Rome 307
1 Introduction 307
2 Theoretical Background 308
3 Case Study 309
4 Methodology 310
5 Results and Discussion 312
6 Conclusion 314
References 315
A Classification of Virtual Reality Technology: Suitability of Different VR Devices and Methods for Research in Tourism and Events 317
1 Introduction 317
2 Classification of Virtual Reality Technology 318
3 Methodology 319
4 Review of VR Research in Tourism and Events and Suggestion 320
5 Implications 321
6 Conclusion and Limitations 324
References 325
AR and VR in Research 327
Meta-Analysis of Global Activities in Augmented Reality (AR) and Virtual Reality (VR) 328
1 Introduction 329
2 Methods 329
3 Results 329
3.1 Global Activities Viewed from IEEE VR Papers 329
3.2 Global Activities Viewed from ISMAR Papers (Fig. 5) 333
3.3 Duality of ISMAR Proceedings and SCOPUS 336
4 Discussion and Conclusion 338
References 340
Dependability Analysis of High-Consequence Augmented Reality Systems 341
1 Introduction 341
2 Literature Review 342
2.1 Augmented Reality 342
2.2 Fault Tree Analysis 343
2.3 Temporal Fault Tree (TFT) Analysis 344
3 Methodology 345
3.1 Modelling 346
3.2 Qualitative Analysis Using TFT 346
3.3 Quantitative Analysis Using Goldsim 347
3.4 Demonstration 347
4 Conclusion 349
References 350
AR and VR App Design and Content Creation 352
A Case Introduction of ‘New Content Center’ Incubating System for New Media Contents Startups Managed by Korea Creative Content Agency 353
1 New Content Center 353
2 Sample Case of NCC Incubating: Märchen Korea 356
2.1 Background of Business 356
2.2 Märchenstrasse and [Märchen 360] 358
2.3 [Hameln 360] AR 359
2.4 Vision: Overseas Cultural Exchange and Global Märchen Platform 362
Virtual Reality in Lomonosov Moscow State University Interdisciplinary Research Illustrated by Moscow Bely Gorod Area Historical Reconstruction Example 364
1 Introduction 364
2 Virtual Reality Simulation 366
3 Interface Numerical Optimization 367
3.1 Core Task 367
3.2 Eye Motion Analysis 368
3.3 Restrictions Set for Interface Elements 371
3.4 Disturbed Task of Interface Optimization 373
4 Conclusions 374
References 374
Simplifying Electronic Testing Environment with SLAM Based Handheld Augmented Reality System 376
1 Introduction 376
2 Background 377
2.1 Synoptic Diagrams 377
2.2 Space Industry AIT/V 378
2.3 AR in Space Industry 378
2.4 SLAM Based HAR 378
3 Motivation 379
3.1 Electronic Measurement Tools 379
3.2 Photobioreactor Project 379
3.3 AR Application 380
4 Performed Work 381
4.1 Smart Probes 381
4.2 Software 382
4.3 Other Features 383
5 Achieved Results 384
6 Validation and Usability 385
6.1 Features to Improve 385
6.2 Future Features 385
7 Conclusion 386
References 387
How Real Do You See Yourself in VR? The Effect of User-Avatar Resemblance on Virtual Reality Experiences and Behaviour 389
1 Introduction 389
2 Study 391
3 Results 393
4 Conclusion 394
References 395