{"id":1735,"date":"2020-02-10T18:52:02","date_gmt":"2020-02-10T16:52:02","guid":{"rendered":"https:\/\/webpages.tuni.fi\/gamification\/?page_id=1735"},"modified":"2020-02-10T18:52:02","modified_gmt":"2020-02-10T16:52:02","slug":"virtumer","status":"publish","type":"page","link":"https:\/\/webpages.tuni.fi\/gamification\/projects\/virtumer\/","title":{"rendered":"Virtumer"},"content":{"rendered":"
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VIRTUMER| Virtual Consumer in Mixed Realities: How Virtual Reality, Augmented Reality and Augmented Virtuality Reshape Shopping Experience<\/strong><\/h4>\n[\/vc_column_text][vc_empty_space height=”16px”][vc_column_text text_align=”center”]\n

\u00a0What is real? How do you define real? If you\u2019re talking about what you can feel, what you can smell, what you can taste and see, then real is simply electrical signals interpreted by your brain. (Morpheus in the film \u201cThe Matrix\u201d)<\/em><\/p>\n[\/vc_column_text][vc_empty_space height=”16px”][vc_single_image image=”1737″ img_size=”large” alignment=”center” qode_css_animation=””][vc_empty_space height=”16px”][vc_column_text css=”.vc_custom_1591903785220{padding-top: 0px !important;padding-bottom: 0% !important;}”]\n

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Summary<\/strong><\/em>: The VIRTUMER project, led by\u00a0Dr. Nannan Xi<\/a>, will address the current major question in today\u2019s marketing \u2013 how mixed reality technology reshapes shopping experiences. Specifically, the project will research on how augmented reality (AR), virtual reality (VR) and augmented virtuality (AV) technologies lead to heightened consumer engagement and behaviour in the retail context<\/em>. Based one the general objective of VIRTUMER project, we subdivide the research question into the following three types:<\/div>\n
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1.\u00a0\u00a0 What\u2019s current situation and state of mixed reality technologies and its application in business? The results will be further employed in specifying the experiment design<\/div>\n
2.\u00a0\u00a0 How the consumer engagement and behavior differs between types of mixed reality: virtual reality, augmented reality and augmented virtuality<\/div>\n
3.\u00a0 What attitudes, beliefs and demographic factors predict willingness of consumers to adopt VR, AR and AV shopping?<\/div>\n
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Contribution<\/strong><\/em>: Based on the extensive and highly rigorous experiment\/based research, several journal papers can be published in some of the best journals in the marketing field (target venues such as Journal of Marketing, Journal of Interactive Marketing, Journal of Retailing). In addition, this dissemination of knowledge to the Finnish retail and marketing industry will have a large and synergic effect in Finnish marketing landscape that combines marketing with the strong Finnish ICT industry. As a result of the project, Finnish retail companies will be posses much higher technology readiness in implementing mixed\u00a0 reality technologies to shopping context.<\/div>\n
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This project has been funded by the following foundations:<\/strong><\/div>\n
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\"\"<\/div>\n[\/vc_column_text][vc_empty_space height=”16px”]Contact us<\/a>[vc_empty_space][vc_empty_space][\/vc_column][vc_column width=”1\/3″][vc_empty_space][\/vc_column][\/vc_row][vc_row row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” text_align=”left” background_animation=”none” side_padding=”0″ css_animation=”” css=”.vc_custom_1581354811941{margin-right: 0px !important;margin-left: 0px !important;border-right-width: 0px !important;border-left-width: 0px !important;padding-right: 0px !important;padding-left: 0px !important;}”][vc_column width=”1\/3″ css=”.vc_custom_1581354694198{margin-left: 0px !important;border-left-width: 0px !important;padding-left: 0px !important;}”][vc_empty_space][\/vc_column][vc_column width=”1\/3″]