Skip to main content Accessibility help

We use cookies to distinguish you from other users and to provide you with a better experience on our websites. Close this message to accept cookies or find out how to manage your cookie settings.

Close cookie message
×
Hostname: page-component-cc8bf7c57-77pjf Total loading time: 0 Render date: 2024-12-10T19:41:47.078Z Has data issue: false hasContentIssue false

13 - Virtual Worlds through Virtual Reality and Augmented Reality

from Part II - Technologies in Cyber Behavior

Published online by Cambridge University Press:  06 December 2024

By
Karolina Małagocka ,
Grzegorz Mazurek  and
Andreas Kaplan
Edited by
Zheng Yan
Zheng Yan
Affiliation:
University at Albany, State University of New York
Get access

Summary

1 Introduction

2 The Reality–Virtuality Continuum

3 From Telepresence to Human Pacman: Early Scholars’ View on Virtual Worlds

4 Consumer Engagement and Consumption Characteristic: Current View on Virtual Worlds

5 How and Who Runs the Virtual Worlds: Suggestions for Further Research

6 Conclusion

Keywords

virtual worldsvirtual realityaugmented realitymixed realityv-commercevirtual experiencevirtual presenceexperimental marketing
Type
Chapter
Information
The Cambridge Handbook of Cyber Behavior , pp. 381 - 403
Publisher: Cambridge University Press
Print publication year: 2023

Access options

Get access to the full version of this content by using one of the access options below. (Log in options will check for institutional or personal access. Content may require purchase if you do not have access.)

References

Alshaal, S. E., Michael, S., & Pamporis, A. (2016). Enhancing virtual reality systems with smart wearable devices, mobile data management (MDM). In 17th IEEE International Conference on Mobile Data Management (Vol. 1). IEEE.Google Scholar
Balcisoy, S., Torre, R., Ponder, M., Fua, P., & Thalmann, D. (2000, June). Augmented reality for real and virtual humans. In Proceedings Computer Graphics International 2000 (pp. 303–307). IEEE.CrossRefGoogle Scholar
Benford, S., Crabtree, A., Flintham, M., Drozd, A., Anastasi, R., Paxton, M., … & Row-Farr, J. (2006). Can you see me now? ACM Transactions on Computer–Human Interaction, 13(1), 100–133.CrossRefGoogle Scholar
Benford, S., Magerkurth, C., & Ljungstrand, P. (2005). Bridging the physical and digital in pervasive gaming. Communications of the ACM, 48(3), 54–57.CrossRefGoogle Scholar
Billinghurst, M. (2002). Augmented reality in education. New Horizons for Learning, 12(5), 1–5.Google Scholar
Billinghurst, M., & Starner, T. (1999). Wearable devices: New ways to manage information. Computer, 32(1), 57–64.CrossRefGoogle Scholar
Billinghurst, M., Weghorst, S., & Furness, T. (1998). Shared space: An augmented reality approach for computer supported collaborative work. Virtual Reality, 3(1), 25–36.CrossRefGoogle Scholar
Bonetti, F., Warnaby, G., & Quinn, L. (2018). Augmented reality and virtual reality in physical and online retailing: A review, synthesis and research agenda. In Augmented reality and virtual reality (pp. 119–132). Springer, Cham.CrossRefGoogle Scholar
Bryson, S. (1996). Virtual reality in scientific visualization. Communications of the ACM, 39(5), 62–71.CrossRefGoogle Scholar
Buhalis, D., & Amaranggana, A. (2013). Smart tourism destinations. In Information and communication technologies in tourism 2014 (pp. 553–564). Springer, Cham.CrossRefGoogle Scholar
Buhalis, D & Tscheu, F. (2016). Augmented reality at cultural heritage sites. In Information and communication technologies in tourism 2016 (pp. 607–619). Springer, Cham.Google Scholar
Butler, B., Sproull, L., Kiesler, S., & Kraut, R. (2005). Community building in online communities: Who does the work and why? Leadership at a distance. Lawrence Erlbaum Publishers.Google Scholar
Carmigniani, J., Furht, B., Anisetti, M., Ceravolo, P., Damiani, E., & Ivkovic, M. (2011). Augmented reality technologies, systems and applications. Multimedia Tools and Applications, 51(1), 341–377.CrossRefGoogle Scholar
Castronova, E. (2008). Synthetic worlds: The business and culture of online games. University of Chicago Press.Google Scholar
Cheok, A. D., Goh, K. H., Liu, W., Farbiz, F., Fong, S. W., Teo, S. L., … & Yang, X. (2004). Human Pacman: A mobile, wide-area entertainment system based on physical, social, and ubiquitous computing. Personal and Ubiquitous Computing, 8(2), 71–81.CrossRefGoogle Scholar
Cheok, A. D. (2010). Human Pacman: A mobile augmented reality entertainment system based on physical, social, and ubiquitous computing. In Art and technology of entertainment computing and communication (pp. 19–57). Springer, London.CrossRefGoogle Scholar
Choi, C., Yoo, S. W., Park, J., & Greenwell, T. C. (2020). Virtual reality and consumer behavior: Constraints, negotiation, negotiation-efficacy, and participation in virtual golf. Physical Culture and Sport. Studies and Research, 1 (ahead-of-print).Google Scholar
de Heras Ciechomski, P., Schertenleib, S., Maïm, J., Maupu, D., & Thalmann, D. (2005, November). Real-time shader rendering for crowds in virtual heritage. VAST, 5, 1–8.Google Scholar
Flavián, C., Ibáñez-Sánchez, S., & Orús, C. (2019). The impact of virtual, augmented and mixed reality technologies on the customer experience. Journal of Business Research, 100, 547–560.CrossRefGoogle Scholar
Florida, R. (2014). The creative class and economic development. Economic Development Quarterly, 28(3), 196–205.CrossRefGoogle Scholar
Gadalla, E., Keeling, K., & Abosag, I. (2013). Metaverse-retail service quality: A future framework for retail service quality in the 3D internet. Journal of Marketing Management, 29(13–14), 1493–1517.CrossRefGoogle Scholar
Gadalla, E., Keeling, K., & Abosag, I. (2016). The virtual experience economy: A service-dominant logic perspective. In Handbook on 3D3C platforms (pp. 271–292). Springer, Cham.CrossRefGoogle Scholar
Gilmor, J., & Pine, J. (1999). The experience economy: Work is theatre & every business a stage. Harvard Business School Press.Google Scholar
Gold, L. N. (1993). Virtual reality now a research reality. Marketing Research, 5(4), 50–51.Google Scholar
Grudzewski, F., Awdziej, M., Mazurek, G., Piotrowska, K. (2018). Virtual reality in marketing communication – the impact on the message, technology and offer perception – empirical study. Economics and Business Review, 4(18.3), 36–50.CrossRefGoogle Scholar
Guo, Y., & Barnes, S. (2007). Why people buy virtual items in virtual worlds with real money. ACM SIGMIS database: The database for advances in information systems, 38(4), 69–76.CrossRefGoogle Scholar
Guo, Y., & Barnes, S. (2009). Virtual item purchase behavior in virtual worlds: An exploratory investigation. Electronic Commerce Research, 9(1–2), 77–96.CrossRefGoogle Scholar
Guo, Y., & Barnes, S. (2011). Purchase behavior in virtual worlds: An empirical investigation in Second Life. Information & Management, 48(7), 303–312.CrossRefGoogle Scholar
Guo, Y. U. E., & Barnes, S. J. (2012). Explaining purchasing behavior within World of Warcraft. Journal of Computer Information Systems, 52(3), 18–30.Google Scholar
Guttentag, D. A. (2010). Virtual reality: Applications and implications for tourism. Tourism Management, 31(5), 637–651.CrossRefGoogle Scholar
Haenlein, M., & Kaplan, A. M., (2009). Flagship brand stores within virtual worlds: The impact of virtual store exposure on real life band attitudes and purchase intent. Recherche et Applications en marketing, 24(3), 57–80.CrossRefGoogle Scholar
Hodges, L. F., & Walker, N. (1995). Evaluation of the CyberGlove as a whole-hand input device. ACM Transactions on Computer–Human Interaction, 2(4), 263–283.Google Scholar
Hudson, S., Matson-Barkat, S., Pallamin, N., & Jegou, G. (2019). With or without you? Interaction and immersion in a virtual reality experience. Journal of Business Research, 100, 459–468.CrossRefGoogle Scholar
Javornik, A. (2016). Augmented reality: Research agenda for studying the impact of its media characteristics on consumer behaviour, Journal of Retailing and ConsumerServices, 30, 252–261.CrossRefGoogle Scholar
Jeon, S., & Choi, S. (2009). Haptic augmented reality: Taxonomy and an example of stiffness modulation. Presence: Teleoperators and Virtual Environments, 18(5), 387–408.CrossRefGoogle Scholar
Jung, Y., & Pawlowski, S. D. (2014a). Virtual goods, real goals: Exploring means–end goal structures of consumers in social virtual worlds. Information & Management, 51(5), 520–531.CrossRefGoogle Scholar
Jung, Y., & Pawlowski, S. D. (2014b). Understanding consumption in social virtual worlds: A sensemaking perspective on the consumption of virtual goods. Journal of Business Research, 67(10), 2231–2238.CrossRefGoogle Scholar
Jung, T., tom Dieck, M. C., Lee, H., & Chung, N. (2016). Effects of virtual reality and augmented reality on visitor experiences in museum. In Information and communication technologies in tourism 2016 (pp. 621–635). Springer, Cham.CrossRefGoogle Scholar
Jung, T. H., & tom Dieck, M. C. (2017). Augmented reality, virtual reality and 3D printing for the co-creation of value for the visitor experience at cultural heritage places. Journal of Place Management and Development, 10(2), 140–151.CrossRefGoogle Scholar
Jung, T., tom Dieck, M. C., Rauschnabel, P., Ascenção, M., Tuominen, P., & Moilanen, T. (2018). Functional, hedonic or social? Exploring antecedents and consequences of virtual reality rollercoaster usage. In Augmented reality and virtual reality (pp. 247–258). Springer, Cham.CrossRefGoogle Scholar
Kanade, T., Narayanan, P. J., & Rander, P. W. (1995, June). Virtualized reality: Concepts and early results. In Proceedings IEEE Workshop on Representation of Visual Scenes (In Conjunction with ICCV’95) (pp. 69–76). IEEE.CrossRefGoogle Scholar
Kang, M. J.-Y. (2014). Augmented reality and motion capture apparel e-shopping values and usage intention. International Journal of Clothing Science and Technology, 26(6), 486–499.CrossRefGoogle Scholar
Kang, M., & Kang, H. S. (2013). Mechanisms underlying aggravation and relaxation of virtual aggression: A Second Life survey study. Behaviour & Information Technology, 32(7), 735–746.Google Scholar
Kanade, T., Rander, P., & Narayanan, P. J. (1997). Virtualized reality: Constructing virtual worlds from real scenes. IEEE Multimedia, 4(1), 34–47.CrossRefGoogle Scholar
Kaplan, A. M. (2009). Virtual worlds and business schools: The case of INSEAD. In Wankel, C. and Kingsley, J. (Eds.), Higher education in virtual worlds: Teaching and learning in Second Life (pp. 83–100). Emerald Group Publishing.Google Scholar
Kaplan, A. M. (2011). Social media between the real and the virtual: How Facebook, YouTube & Co. can become an extension of the real life of their users – and sometimes even more, Prospective Strategique, 38(March), 8–13.Google Scholar
Kaplan, A. M., & Haenlein, M. (2009a). Consumer use and business potential of virtual worlds: The case of “second life”. The International Journal on Media Management, 11(3–4), 93–101.CrossRefGoogle Scholar
Kaplan, A. M., & Haenlein, M. (2009b). The fairyland of Second Life: Virtual social worlds and how to use them. Business Horizons, 52(6), 563–572.CrossRefGoogle Scholar
Kaplan, A. M., & Haenlein, M. (2010a). From real to virtual and back again: The Use and potential of virtual social worlds within the IT industry. In Papadopoulou, P, Kanellis, P, and Martakos, D (Eds.), Social computing theory and practice: Interdisciplinary approaches (pp. 285–300). IGI Global.CrossRefGoogle Scholar
Kaplan, A. M., & Haenlein, M. (2010b). Mondes virtuels: Retour au réalisme. Expansion Management Review, 138, 90–102.CrossRefGoogle Scholar
Kaplan, A. M., & Haenlein, M. (2012). Understanding purchasing behavior within virtual worlds: Planned purchases and impulse buying. In Li, E. Y, Loh, S, Evans, C, and Lorenzi, F (Eds.), Organizations and Social Networking: Utilizing Social Media to Engage Consumers (pp. 79–101). IGI Global.Google Scholar
Kayne, R. (2014). What is the difference between a static and dynamic virtual world? EasyTechJunkie. www.easytechjunkie.com/what-is-the-difference-between-a-static-and-dynamic-virtual-world.htmGoogle Scholar
Kim, H. C., & Hyun, M. Y. (2016). Predicting the use of smartphone-based Augmented Reality (AR): Does telepresence really help? Computers in Human Behavior, 59, 28–38.CrossRefGoogle Scholar
Kim, S., Baek, T. H., & Kim, S. H. (2017). The effect of presence on consumers’ responses to virtual mirror technology. International Textile and Apparel Association (ITAA) Annual Conference Proceedings, 45., St. Petersburg, FL. https://lib.dr.iastate.edu/itaa_proceedings/2017/presentations/4CrossRefGoogle Scholar
Kotler, P., Kartajaya, H., & Setiawan, I. (2016). Marketing 4.0: Moving from traditional to digital. John Wiley & Sons.Google Scholar
Magrath, V., & McCormick, H. (2013). Branding design elements of mobile fashion retail apps. Journal of Fashion Marketing and Management: An International Journal, 17(1), 98–114.CrossRefGoogle Scholar
Manetta, C., & Blade, R. A. (1995). Glossary of virtual reality terminology. International Journal of Virtual Reality, 1(2), 35–39.CrossRefGoogle Scholar
Mann, S. (2002). Mediated reality with implementations for everyday life. Presence Connect, 1.Google Scholar
McCormick, H., Cartwright, J., Perry, P., Barnes, L., Lynch, S. & Ball, G. (2014). Fashion retailing – past, present and future. Textile Progress, 46(3), 227–321.CrossRefGoogle Scholar
McNamara, C., Proetsch, M., & Lerma, N. (2016, July). Investigating low-cost virtual reality technologies in the context of an immersive maintenance training application. In International Conference on Virtual, Augmented and Mixed Reality (pp. 621–632). Springer, Cham.CrossRefGoogle Scholar
Milgram, P., & Kishino, F. (1994). A taxonomy of mixed reality visual displays. IEICE TRANSACTIONS on Information and Systems, 77(12), 1321–1329.Google Scholar
Neuhofer, B., Buhalis, D., & Ladkin, A. (2014). A typology of technology‐enhanced tourism experiences. International Journal of Tourism Research, 16(4), 340–350.CrossRefGoogle Scholar
Pachoulakis, I., & Kapetanakis, K. (2012). Augmented reality platforms for virtual fitting rooms. The International Journal of Multimedia & Its Applications, 4(4), 35.CrossRefGoogle Scholar
Papagiannakis, G., Schertenleib, S., O’Kennedy, B., Arevalo‐Poizat, M., Magnenat‐Thalmann, N., Stoddart, A., & Thalmann, D. (2005). Mixing virtual and real scenes in the site of ancient Pompeii. Computer Animation and Virtual Worlds, 16(1), 11–24.CrossRefGoogle Scholar
Parker, C. J., & Wenyu, L. (2019). What influences Chinese fashion retail? Shopping motivations, demographics and spending. Journal of Fashion Marketing and Management, 23(2), 158–175.CrossRefGoogle Scholar
Patrício, L., Fisk, R. P., & Falcão e Cunha, J. (2008). Designing multi-interface service experiences: The service experience blueprint. Journal of Service Research, 10(4), 318–334.CrossRefGoogle Scholar
Patrício, L., Fisk, R. P., Falcão e Cunha, J., & Constantine, L. (2011). Multilevel service design: From customer value constellation to service experience blueprinting. Journal of service Research, 14(2), 180–200.CrossRefGoogle Scholar
Rendon, A. A., Lohman, E. B., Thorpe, D., Johnson, E. G., Medina, E., & Bradley, B. (2012). The effect of virtual reality gaming on dynamic balance in older adults. Age and Ageing, 41(4), 549–552.CrossRefGoogle ScholarPubMed
Riva, G., Mantovani, F., Capideville, C. S., Preziosa, A., Morganti, F., Villani, D., … & Alcañiz, M. (2007). Affective interactions using virtual reality: The link between presence and emotions. CyberPsychology & Behavior, 10(1), 45–56.CrossRefGoogle ScholarPubMed
Scarles, C., Casey, M., & Treharne, H. (2016). Augmented reality and image recognition technology in tourism: Opportunities and challenges. In AR and VR Conference: Perspectives on Business Realities, 27th of April.Google Scholar
Schnabel, M. A., Wang, X., Seichter, H., & Kvan, T. (2007). From virtuality to reality and back. International Association of Societies of Design Research 2007 (IASDR07), School of Design, The Hong Kong Polytechnic University.Google Scholar
Smith, M., Duke, D., Marsh, T., & Wright, P. (1998). Drowning in immersion. VRSIG.Google Scholar
Thalmann, N. M., & Thalmann, D. (1990). The development of computer animation in various organizations. In Computer animation (pp. 19–40). Springer.CrossRefGoogle Scholar
Thalmann, M. N., & Thalmann, D. (1997). Animating virtual actors in real environments. Multimedia Systems, 5, 113–125. https://doi.org/10.1007/s005300050047CrossRefGoogle Scholar
Thalmann, N. M., Thalmann, D., & Renault, O. (1990). A vision‐based approach to behavioural animation. The Journal of Visualization and Computer Animation, 1(1), 18–21.Google Scholar
Thalmann, N. M., & Thalmann, D. (Eds.). (1994). Artificial life and virtual reality. Wiley.Google Scholar
Thalmann, N. M., & Thalmann, D. (Eds.). (2012). Communicating with virtual worlds. Springer Science & Business Media.Google Scholar
Tussyadiah, I. P., Wang, D., Jung, T. H., & tom Dieck, M. C. (2018). Virtual reality, presence, and attitude change: Empirical evidence from tourism. Tourism Management, 66, 140–154.CrossRefGoogle Scholar
Villani, D., Lucchetta, M., Preziosa, A., & Riva, G. (2009). The role of interactive media features on the affective response: A virtual reality study. International Journal on Human–Computer Interaction, 1(5), 1–21.Google Scholar
Wood, A., & Smith, M.. (2001). Online communication: Linking technology, identity and culture. Lawrence Erlbaum Publishers.CrossRefGoogle Scholar
Xue, L., Parker, C. J., & McCormick, H. (2019). A virtual reality and retailing literature review: Current focus, underlying themes and future directions. In Augmented Reality and Virtual Reality. Springer, Cham.Google Scholar

Save book to Kindle

To save this book to your Kindle, first ensure no-reply@cambridge.org is added to your Approved Personal Document E-mail List under your Personal Document Settings on the Manage Your Content and Devices page of your Amazon account. Then enter the ‘name’ part of your Kindle email address below. Find out more about saving to your Kindle.

Note you can select to save to either the @free.kindle.com or @kindle.com variations. ‘@free.kindle.com’ emails are free but can only be saved to your device when it is connected to wi-fi. ‘@kindle.com’ emails can be delivered even when you are not connected to wi-fi, but note that service fees apply.

Find out more about the Kindle Personal Document Service.

Available formats
×

Save book to Dropbox

To save content items to your account, please confirm that you agree to abide by our usage policies. If this is the first time you use this feature, you will be asked to authorise Cambridge Core to connect with your account. Find out more about saving content to Dropbox.

Available formats
×

Save book to Google Drive

To save content items to your account, please confirm that you agree to abide by our usage policies. If this is the first time you use this feature, you will be asked to authorise Cambridge Core to connect with your account. Find out more about saving content to Google Drive.

Available formats
×