Technology acceptance model for 3D virtual reality system in luxury brands online stores

Samar Altarteer, Vassilis Charissis

Research output: Contribution to journalArticle

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Abstract

This paper presents an evaluation of a Three dimensional (3D) semi-immersive virtual reality system for online luxury product visualization and customization service. The paper objective is to present the results of the survey-based analysis using Technology Acceptance Model with ease of use, usefulness, perceived experience value and perceived presence as independent variables, in testing the attitudes towards the system. The impact of product customization and personalization features on the perceived experience value and the attitudes towards the system was also tested. The result shows that the perceived presence, usefulness, ease of use and the perceived experience value have a significant positive effect on the attitudes towards the 3D Virtual Reality (VR) semi-immersive system. The result also revealed that utilizing the advantage of 3D VR systems with regards to real-time manipulation of the product and the flexibility in customizing the 3D models’ features in real time has elevated the attitudes towards the aforementioned emerging technology within this specific context.
Original languageEnglish
Number of pages10
JournalIEEE Access
Volume7
DOIs
Publication statusPublished - 13 May 2019

Fingerprint

User-Computer Interface
Technology Acceptance
Virtual Reality
Virtual reality
Technology
Customization
Visualization
Model
Personalization
3D Model
Testing
Manipulation
Flexibility
Technology acceptance model
Luxury brands
Real-time
Three-dimensional
Evaluation
Experience

Keywords

  • Human Computer Interaction
  • Luxury brands
  • Virtual Reality
  • technology acceptance model
  • technology adoption decision-making
  • marketing
  • computer graphics
  • 3D visualisation
  • product customisation

Cite this

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title = "Technology acceptance model for 3D virtual reality system in luxury brands online stores",
abstract = "This paper presents an evaluation of a Three dimensional (3D) semi-immersive virtual reality system for online luxury product visualization and customization service. The paper objective is to present the results of the survey-based analysis using Technology Acceptance Model with ease of use, usefulness, perceived experience value and perceived presence as independent variables, in testing the attitudes towards the system. The impact of product customization and personalization features on the perceived experience value and the attitudes towards the system was also tested. The result shows that the perceived presence, usefulness, ease of use and the perceived experience value have a significant positive effect on the attitudes towards the 3D Virtual Reality (VR) semi-immersive system. The result also revealed that utilizing the advantage of 3D VR systems with regards to real-time manipulation of the product and the flexibility in customizing the 3D models’ features in real time has elevated the attitudes towards the aforementioned emerging technology within this specific context.",
keywords = "Human Computer Interaction, Luxury brands, Virtual Reality, technology acceptance model, technology adoption decision-making, marketing, computer graphics, 3D visualisation, product customisation",
author = "Samar Altarteer and Vassilis Charissis",
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Technology acceptance model for 3D virtual reality system in luxury brands online stores. / Altarteer, Samar; Charissis, Vassilis.

In: IEEE Access, Vol. 7, 13.05.2019.

Research output: Contribution to journalArticle

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AU - Charissis, Vassilis

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AB - This paper presents an evaluation of a Three dimensional (3D) semi-immersive virtual reality system for online luxury product visualization and customization service. The paper objective is to present the results of the survey-based analysis using Technology Acceptance Model with ease of use, usefulness, perceived experience value and perceived presence as independent variables, in testing the attitudes towards the system. The impact of product customization and personalization features on the perceived experience value and the attitudes towards the system was also tested. The result shows that the perceived presence, usefulness, ease of use and the perceived experience value have a significant positive effect on the attitudes towards the 3D Virtual Reality (VR) semi-immersive system. The result also revealed that utilizing the advantage of 3D VR systems with regards to real-time manipulation of the product and the flexibility in customizing the 3D models’ features in real time has elevated the attitudes towards the aforementioned emerging technology within this specific context.

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