Virtual Reality (VR) technology has become more sophisticated and widespread. Consumers embrace it for gaming and entertainment. New industries are using it to showcase their products and services, ...with VR experiences becoming more immersive and realistic than ever. Where does VR fit into your marketing strategy? How can your brand use it to leave a lasting impression on users? And how can your brand utilize VR to interact with your target market to improve consumer engagement and loyalty? The Reality of Virtuality is both practitioner-oriented and evidence-based, showing marketing managers in the B2C and B2B sectors how to design a compelling VR marketing strategy and leverage it for their brand. It discusses how to select the appropriate VR type dependent on resources, technology, and audience. It shows how to align the VR experience with marketing objectives and how to create a purpose-driven VR experience to ensure it is engaging and meaningful. Lastly, it shows how to incorporate VR into the consumer journey, ways to reach consumers before the VR experience, and the long-lasting effects after it. The authors use examples, references, and industry expert opinions throughout, giving marketers a solid foundation for their VR endeavours.
Abstract This study examines the potential of virtual reality (VR) technology in language learning, specifically for the Maltese language. Despite the popularity and advancement of VR, its use in ...teaching minor languages like Maltese has not been extensively explored. The concern is that the lack of technological resources may lead to the extinction of the Maltese language in the digital world. The study utilizes a primarily qualitative research methodology, with a minor quantitative component, to collect data from twenty-five teachers regarding the use of VR in Maltese language learning contexts. The findings reveal both the potential benefits and challenges of using VR in teaching Maltese as a second language (ML2). Although the participants have not used VR for teaching Maltese due to the absence of Maltese VR apps, they have experience with VR in English. They praise VR for its ability to create an immersive and engaging learning environment with entertaining features. However, the study also highlights several challenges associated with VR, including high costs, the bulkiness of headsets, and technical issues. It underscores the pressing need for additional research and development in this field to ensure the preservation of the Maltese language in the digital era.
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EMUNI, FIS, FZAB, GEOZS, GIS, IJS, IMTLJ, KILJ, KISLJ, MFDPS, NLZOH, NUK, OBVAL, OILJ, PNG, SAZU, SBCE, SBJE, SBMB, SBNM, UKNU, UL, UM, UPUK, VKSCE, ZAGLJ
VR technology can simulate the complex environment; break through the limitations of traditional physical education curriculum on sports venues, equipment, safety and other aspects. It can provide ...scientific and accurate guidance for learners and obtain more technical knowledge by visualizing the complex and abstract sports theoretical knowledge. Compared with the traditional sports teaching activities, virtual reality technology can not only simulate the sports scene by generating VR panorama. On this basis, it can effectively improve learners' enthusiasm and motor skills. At present, due to the immaturity of VR technology and the high price of related equipment, people are cautious about the use of VR technology, so VR technology has not been popularized in education. In view of this situation, this paper studies whether VR technology can be effectively applied to physical education teaching and sports training. This paper is divided into four parts: the first part is the research of VR panorama; the second part is the research of VR video; the third part is the application of VR technology in physical education; the fourth part is the investigation. It is found that VR, as a new technology, has great application potential. As long as it is scientifically and reasonably used, VR can greatly promote the improvement of sports scene and the level of sports.
Virtual reality (VR) therapy has been explored as a novel therapeutic approach for numerous health applications, in which three-dimensional virtual environments can be explored in real time. Studies ...have found positive outcomes for patients using VR for clinical conditions such as anxiety disorders, addictions, phobias, posttraumatic stress disorder, eating disorders, stroke rehabilitation, and for pain management.
This work aims to highlight key issues in the implementation of clinical research for VR technologies.
A discussion paper was developed from a narrative review of recent clinical research in the field, and the researchers' own experiences in conducting VR clinical research with chronic pain patients.
Some of the key issues in implementing clinical VR research include theoretical immaturity, a lack of technical standards, the problems of separating effects of media versus medium, practical in vivo issues, and costs.
Over the last decade, some significant successes have been claimed for the use of VR. Nevertheless, the implementation of clinical VR research outside of the laboratory presents substantial clinical challenges. It is argued that careful attention to addressing these issues in research design and pilot studies are needed in order to make clinical VR research more rigorous and improve the clinical significance of findings.
This study explores the potential privacy risks associated with the use of behavioural data as an identification mechanism in immersive VR applications. With the advent of modern VR technology, ...tracking sensors are now able to provide a highly immersive experience with a high level of user agency, significantly increasing both the amount and richness of behavioural data being collected and recorded. However, there has been little research into the privacy risks of such approaches. In this work, we investigate the capability of machine learning algorithms to identify VR users across multiple sessions and activities, as well as their effectiveness when users deliberately change their behaviour to evade detection. We also examine how the physical characteristics of users impact the accuracy of these algorithms. Our results show that once a user is tracked in VR, they can be identified with 83% accuracy across multiple sessions of the same activity and with 80% accuracy when performing a different task. Even when users attempt to deliberately obfuscate their behaviour, they can still be recognised with 78% accuracy. These findings highlight the need for more robust technical measures to safeguard the behavioural privacy of VR users.
Recently, VR sickness assessment for VR videos is highly demanded in industry and research fields to address VR viewing safety issues. Especially, it is difficult to evaluate VR sickness of ...individuals due to individual differences. To achieve the challenging goal, we focus on deep feature fusion of sickness-related information. In this paper, we propose a novel deep learning-based assessment framework which estimates VR sickness of individual viewers with VR videos and corresponding physiological responses. We design the content stimulus guider imitating the phenomenon that humans feel VR sickness. The content stimulus guider extracts a deep stimulus feature from a VR video to reflect VR sickness caused by VR videos. In addition, we devise the physiological response guider to encode physiological responses that are acquired while humans experience VR videos. Each physiology sickness feature extractor (EEG, ECG, and GSR) in the physiological response guider is designed to suit their physiological characteristics. Extracted physiology sickness features are then fused into a deep physiology feature that comprehensively reflects individual deviations of VR sickness. Finally, the VR sickness predictor assesses individual VR sickness effectively with the fusion of the deep stimulus feature and the deep physiology feature. To validate the proposed method extensively, we built two benchmark datasets which contain 360-degree VR videos with physiological responses (EEG, ECG, and GSR) and SSQ scores. Experimental results show that the proposed method achieves meaningful correlations with human SSQ scores. Further, we validate the effectiveness of the proposed network designs by conducting analysis on feature fusion and visualization.
Studies suggest that Sense of Embodiment (SoE) enabled by VR promotes embodied and active learning. However, it is unclear what features of VR learning environments tap into the concept of embodied ...learning. For example, interaction techniques, movement and purely observational scenarios in VR can all play a role in facilitating embodied learning. To understand how these mechanisms impact learning, we conducted 2 studies with a total of 64 participants who had no prior experience in the training task. Participants were taught how to use a table saw in 4 conditions and were tested on their task performance in a fully interactive VR assessment. The conditions were analyzed in pairs; 2 conditions with different interaction techniques, 2 conditions with differing ability to move and a cross-study analysis comparing conditions with purely observational learning to interactive learning. We used a mixed methods approach; Analysis of Variance (ANOVA), pairwise comparison of the learning outcomes in each condition as well as thematic analysis of the interview results. We found that some types of “hands-on” interactions can have a detrimental impact on learning and that observational learning can be as impactful as a fully interactive experience. Based on participant interviews, we explored how these mechanisms of the learning environment can impact participants’ learning ability.
•The impact of interaction mechanisms, and interactivity on cognitive learning outcomes in VR are unclear.•Some "hands-on" interaction techniques can have a detrimental impact on learning in VR.•An increase in interactivity does not necessarily translate to improved learning in VR.
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GEOZS, IJS, IMTLJ, KILJ, KISLJ, NLZOH, NUK, OILJ, PNG, SAZU, SBCE, SBJE, UILJ, UL, UM, UPCLJ, UPUK, ZAGLJ, ZRSKP
With the rise of the contact-free era, consumers enjoy shopping via virtual reality (VR) without any physical constraints. The expansion of a sensory shopping experience via VR can enrich consumers’ ...positive emotions and stimulate their imagination and creative thinking. However, there is a lack of research exploring the role of VR in enhancing consumer creativity in the context of shopping. This study aims to investigate the mechanism between the VR shopping experience and consumer creativity. Specifically, two laboratory experiments demonstrate that the experience mode of VR (non-immersive vs immersive) increases consumers’ creative ability through an increased perceptual curiosity toward the VR store. Furthermore, we find that the function of store fantasy (reality-based vs fantasy-based) can boost perceptual curiosity. This study contributes to existing literature and provides value to retailers who plan to create VR shopping content.
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GEOZS, IJS, IMTLJ, KILJ, KISLJ, NLZOH, NUK, OILJ, PNG, SAZU, SBCE, SBJE, UILJ, UL, UM, UPCLJ, UPUK, ZAGLJ, ZRSKP
Virtual reality (VR) experiences often elicit a negative effect, cybersickness, which results in nausea, disorientation, and visual discomfort. To quantitatively analyze the degree of cybersickness ...depending on various attributes of VR content (i.e., camera movement, field of view, path length, frame reference, and controllability), we generated cybersickness reference (CYRE) content with 52 VR scenes that represent different content attributes. A protocol for cybersickness evaluation was designed to collect subjective opinions from 154 participants as reliably as possible in conjunction with objective data such as rendered VR scenes and biological signals. By investigating the data obtained through the experiment, the statistically significant relationships-the degree that the cybersickness varies with each isolated content factor-are separately identified. We showed that the cybersickness severity was highly correlated with six biological features reflecting brain activities (i.e., relative power spectral densities of Fp1 delta, Fp 1 beta, Fp2 delta, Fp2 gamma, T4 delta, and T4 beta waves) with a coefficient of determination greater than 0.9. Moreover, our experimental results show that individual characteristics (age and susceptibility) are also quantitatively associated with cybersickness level. Notably, the constructed dataset contains a number of labels (i.e., subjective cybersickness scores) that correspond to each VR scene. We used these labels to build cybersickness prediction models and obtain a reliable predictive performance. Hence, the proposed dataset is supposed to be widely applicable in general-purpose scenarios regarding cybersickness quantification.
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IZUM, KILJ, NUK, PILJ, PNG, SAZU, UL, UM, UPUK
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