Does a presentation Media Influence the Evaluation of Consumer Products? A Comparative Study to Evaluate Virtual Reality, Virtual Reality with Passive Haptics and a Real Setting.
DOI:
https://doi.org/10.9781/ijimai.2021.01.001Keywords:
Consumer Products, Product Evaluation, Virtual Reality, PerceptionAbstract
Technologies based on image offer a high potential to present consumers with products by focusing on their visual characteristics, but lack the capacity to physically interact with an object, which can compromise how consumer products are evaluated. The present study aims to analyse the influence of different presentation media on how users perceive the product by comparing the evaluation of a piece of furniture made by a sample of 203 users, which was presented in three different settings: a real setting (R), a Virtual Reality setting (VR) and a Virtual Reality with Passive Haptics setting (VRPH). To evaluate the product in the different settings, a semantic differential scale was built that comprised 12 bipolar pairs of adjectives. To study the results, the descriptive statistics for the semantic differential scales were analysed, a study about the frequency of repetition was conducted of each evaluation, a Kruskal-Wallis test was conducted and Dunn’s post hoc tests were performed. The results showed that the presentation media of a piece of furniture influenced the evaluation of how users perceived it. These results also revealed that the haptic interaction with a product influenced how users perceived it compared to an exclusively visual interaction.
Downloads
References
Z. Jiang and I. Benbasat, “Investigating the influence of the functional mechanisms of online product presentations,” Information Systems Research, vol. 18, no. 4, pp. 454-470, 2007, doi:10.1287/isre.1070.0124.
S.W. Jeong, A.M. Fiore, L.S. Niehm and F.O. Lorenz, “The role of experiential value in online shopping: The impacts of product presentation on consumer responses towards an apparel web site,” Internet Research, vol. 19, no. 1, pp. 105-124, 2009, doi:10.1108/10662240910927858.
J. Yoo, and M. Kim, “The effects of online product presentation on consumer responses: A mental imagery perspective,” Journal of Business Research, vol. 67, no. 11, pp. 2464-2472, 2014, doi:10.1016/j.jbusres.2014.03.006.
T.G. Saraswati, “Driving Factors of Consumer to Purchase Furniture Online on IKEA Indonesia Website,” Jurnal Sekretaris & Administrasi Bisnis, vol. 2, no. 1, pp. 19-28, 2018.
S. Unal, “The Mediating Role of Product Familiarity in Consumer Animosity”, Journal of Accounting and Marketing, vol. 6, no. 4, pp. 1-11, 2017, doi:10.4172/2168-9601.1000257.
N.A.A. Jalil, A. Fikry and A. Zainuddin, “The Impact of Store Atmospherics, Perceived Value, and Customer Satisfaction on Behavioural Intention”, Procedia Economics and Finance, vol. 37, pp. 538-544, 2016, doi:10.1016/S2212-5671(16)30162-9.
E. Naderi, I. Naderi and B. Balakrishnan, “Product design matters, but is it enough? Consumers’ responses to product design and environment congruence,” Journal of Product & Brand Management, vol. 29, no. 7, pp. 939-954, doi: 10.1108/JPBM-08-2018-1975.
Y. Chen, “Neurological Effect of the Aesthetics of Product Design on the Decision-making Process of Consumers,” NeuroQuantology, vol. 16, no. 6, 2018.
M.B. Holbrook and E.C. Hirschman, “The experiential aspects of consumption: Consumer fantasies, feelings, and fun,” Journal of consumer research, vol. 9, no. 2, pp. 132-140, 1982.
T. H. Dodd and A.W. Gustafson, “Product, environmental, and service attributes that influence consumer attitudes and purchases at wineries,” Journal of Food Products Marketing, vol. 4, no. 3, pp. 41-59, 1997.
R.E. Petty, R.H. Unnava and A.J. Strathman (1991). “Theories of attitude change,” in Handbook of Consumer Behavior, T.S. Robertson and H.H. Kassarjian, eds., Englewood Cliffs, NJ: Prentice-Hall, pp. 241-280, 1991.
P. Jordan, Designing Pleasurable Products: An Introduction to the New Human Factors, London: Taylor & Francis, 2000.
L. Tiger, The Pursuit of Pleasure, Boston: Little, Brown & Company, 1992.
K. Wu, J. Vassileva, Y. Zhao, Z. Noorian, W. Waldner and I. Adaji, “Complexity or simplicity? Designing product pictures for advertising in online marketplaces,” Journal of Retailing and Consumer Services, vol. 28, pp. 17-27, 2016, doi: 10.1016/j.jretconser.2015.08.009.
C. Flavián, R. Gurrea and C. Orús, “The Impact of Online Product Presentation on Consumers’ Perceptions: An Experimental Analysis,” International Journal of E-Services and Mobile Applications, vol. 1, no. 3, pp. 17-37, 2009, doi: 10.4018/jesma.2009070102.
M.A. Artacho-Ramírez MA, J.A. Diego-Mas JA and J. Alcaide-Marzal, “Influence of the mode of graphical representation on the perception of product aesthetic and emotional features: an exploratory study,” Int. J. Ind. Ergon. vol. 38, pp. 942–952, 2008, doi: 10.1016/j.ergon.2008.02.020.
E. Naderi, I. Naderi, I. and B. Balakrishnan, “Product design matters, but is it enough? Consumers’ responses to product design and environment congruence,” Journal of Product & Brand Management, 2020, doi: 10.1108/JPBM-08-2018-1975.
T. Verhagen, C. Vonkeman, F. Feldberg, and P. Verhagen, “Present it like it is here: Creating local presence to improve online product experiences,” Computers in human behavior, vol. 39, pp. 270-280, 2014.
K.S. Suh and Y.E. Lee, “The effects of virtual reality on consumer learning: an empirical investigation,” Management Information Systems Quarterly, vol. 29, pp. 673-697, 2005, doi: 10.2307/25148705.
D. Grewal, S. M. Noble, A.L. Roggeveen and J. Nordfalt, “The future of in-store technology,” Journal of the Academy of Marketing Science, vol. 48, no. 1, pp. 96-113, 2020, doi: 10.1007/s11747-019-00697-z.
S. Steinmann, T. Kilian and D. Brylla, “Experiencing Products Virtually: The Role of Vividness and Interactivity in Influencing Mental Imagery and User Reactions,” Proceedings of the 35th International Conference on Information Systems (ICIS), pp. 1-20, 2014.
C.-J. Keng, T.H. Liao, and Y.I. Yang, “The effects of sequential combinations of virtual experience, direct experience, and indirect experience: the moderating roles of need for touch and product involvement,” Electronic Commerce Research, vol. 12, no. 2, pp. 177-199, 2012, doi: 10.1007/s10660-012-9093-9.
J. Peck and J. Wiggins, “It just feels good: Customers’ affective response to touch and its influence on persuasion,” Journal of Marketing, vol. 70, no. 4, 2006, pp. 56-69.
A. Zenner, F. Kosmalla, J. Ehrlich, P. Hell, G. Kahl, C. Murlowski, M. Speicher, F. Daiber, D. Heinrich and A. Krüger, “A Virtual Reality Couch Configurator Leveraging Passive Haptic Feedback,” Extended Abstracts of the 2020 CHI Conference on Human Factors in Computing Systems (CHIEA‘20), pp. 1-8, 2020, doi: 10.1145/3334480.3382953.
R.W. Lindeman, J.L. Sibert and J.K. Hahn, “Hand-Held Windows: Towards Effective 2D Interaction in Immersive Virtual Environments,” Proceedings of the IEEE Virtual Reality (VR ’99), pp. 205-212, 1999, doi: 10.1109/VR.1999.756952.
B.E. Insko, “Passive haptics significantly enhances virtual environments,” PhD dissertation, The University of North North Carolina, 2001.
N. Tardif, C.E. Therrien and S. Bouchard, “Re-Examining Psychological Mechanisms Underlying Virtual Reality-Based Exposure for Spider Phobia,” Cyberpsychology, Behavior and Social Networking, vol. 22, no. 1, pp. 39-45, 2019, doi: 10.1089/cyber.2017.0711.
A. S. Carlin, H. G. Hoffman and S. Weghorst, “Virtual reality and tactile augmentation in the treatment of spider phobia: A case report,” Behaviour Res. Therapy, vol. 35, no. 2, pp. 153–158, 1997, doi: 10.1016/S0005-7967(96)00085-X.
M. Azmandian, M. Hancock, H. Benko, E. Ofek and A. D. Wilson, “Haptic Retargeting: Dynamic Repurposing of Passive Haptics for Enhanced Virtual Reality Experiences,” Proceedings of the 2016 CHI Conference on Human Factors in Computing Systems, pp. 1968–1979, 2016, doi: 10.1145/2858036.2858226.
P. Willemsen, A. A. Gooch, W. B. Thompson and S. H. Creem-Regehr, “Effects of Stereo Viewing Conditions on Distance Perception in Virtual Environments,” Presence, vol. 17, no. 1, pp. 91-101, 2008, doi: 10.1162/pres.17.1.91.
E. Ebrahimi, S. V. Babu, C. C. Pagano and S. Joerg, “Towards a comparative evaluation of visually guided physical reach motions during 3D interactions in real and virtual environments,” 2016 IEEE Symposium on 3D User Interfaces (3DUI), Greenville, SC, 2016, pp. 237-238.
E. Ebrahimi, “Investigating Embodied Interaction in Near-Field Perception-Action Re-Calibration on Performance in Immersive Virtual Environments,” PhD dissertation, School of Computing, Clemson University, South Carolina, 2017.
B. Lok, S. Naik, M. Whitton and F. P. Brooks, “Effects of handling real objects and self-avatar fidelity on cognitive task performance and sense of presence in virtual environments,” Presence: Teleoperators and Virtual Environments, vol. 12, no. 6, pp. 615-628, 2003.
J.-L. Rodríguez, R. Velázquez, C. Del-Valle-Soto, S. Gutiérrez, J. Varona and J. Enríquez-Zarate, “Active and Passive Haptic Perception of Shape: Passive Haptics Can Support Navigation,” Electronics, vol. 8, no. 3, 355, 2019, doi: 10.3390/electronics8030355.
R. Velázquez, E. Pissaloux, C. Del-Valle-Soto, M. Arai, L.J. Valdivia, J.A. Del Puerto-Flores and C.A. Gutiérrez, “Performance Evaluation of Active and Passive Haptic Feedback in Shape Perception,” IEEE 39th Central America and Panama Convention, pp. 1-6, 2019, doi: 10.1109/CONCAPANXXXIX47272.2019.8977077.
H.N. Schifferstein and M.P. Cleiren. “Capturing Product Experiences: A Split-Modality Approach,” Acta Psychologica, vol. 118, no. 3, pp. 293-318, 2005, doi: 10.1016/j.actpsy.2004.10.009.
C. Luo, Y. Shen and Y. Liu, “Look and Feel: The Importance of Sensory Feedback in Virtual Product Experience,” Proceedings of Fortieth International Conference on Information Systems, pp. 1-9, 2019.
R.S. Elder and A. Krishna. “The “Visual Depiction Effect” in Advertising: Facilitating Embodied Mental Simulation through Product Orientation,” Journal of Consumer Research, vol. 38, no. 6, pp. 988-1003, 2012, doi: 10.1086/661531.
A. Krishna, “An Integrative Review of Sensory Marketing: Engaging the Senses to Affect Perception, Judgment and Behavior,” Journal of Consumer Psychology, vol. 22, no. 3, pp. 332-351, 2012, doi: 10.1016/j.jcps.2011.08.003.
A.E. Schlosser, “Experiencing Products in the Virtual World: The Role of Goal and Imagery in Influencing Attitudes Versus Purchase Intentions,” Journal of Consumer Research, vol. 30, no. 2, pp. 184-198, 2003, doi: 10.1086/376807.
L.W. Barsalou, “Grounded Cognition,” Annual Review of Psychology, vol. 59, no. 1, pp. 617-645, 2008, doi: 10.1146/annurev.psych.59.103006.093639.
N. Schwarz, Feelings-as-Information Theory, Handbook of Theories of Social Psychology, P.A.M.V. Lange, A. Kruglanski and E.T. Higgins, eds., Thousand Oaks, CA: Sage, pp. 289-308, 2012.
A. Krishna and N. Schwarz, “Sensory Marketing, Embodiment, and Grounded Cognition,” Journal of Consumer Psychology, vol. 24, no. 2, pp. 159-168, 2014, doi: 10.1016/j.jcps.2013.12.006.
J. Peck and T.L. Childers, “To Have and to Hold: The Influence of Haptic Information on Product Judgments,” Journal of Marketing, vol. 67, no. 2, pp. 35-48, 2003b, doi: 10.1509/jmkg.67.2.35.18612.
D. Löffler, L. Arlt, T. Toriizuka, R. Tscharn and J. Hurtienne, “Substituting Color for Haptic Attributes in Conceptual Metaphors for Tangible Interaction Design,” Proceedings of the TEI ’16: Tenth International Conference on Tangible, Embedded, and Embodied Interaction (TEI ’16), pp. 118–125, 2016, doi: 10.1145/2839462.2839485.
D. Löffler, R. Tscharn and J. Hurtienne, “Multimodal Effects of Color and Haptics on Intuitive Interaction with Tangible User Interfaces,” Proceedings of the Twelfth International Conference on Tangible, Embedded, and Embodied Interaction (TEI ’18), pp. 647–655, 2018, doi: 10.1145/3173225.3173257.
L. H. Kim and S. Follmer, 2019. “SwarmHaptics: Haptic Display with Swarm Robots,” Proceedings of the 2019 CHI Conference on Human Factors in Computing Systems (CHI ’19), pp. 1-13, 2019, doi: 10.1145/3290605.3300918.
C. Carvalheiro, R. Nóbrega, H. da Silva and R. Rodrigues, “User Redirection and Direct Haptics in Virtual Environments,” Proceedings of the 24th ACM international conference on Multimedia (MM ’16), pp. 1146–1155, 2016, doi: 10.1145/2964284.2964293.
A. Lassagne, A. Kemeny, J. Posselt and F. Merienne, “Performance Evaluation of Passive Haptic Feedback for Tactile HMI Design in CAVEs,” IEEE Transactions on Haptics, vol. 11, no. 1, pp.119-127, 2018, doi: 10.1109/toh.2017.2755653.
R.D. Joyce and S.K. Robinson, “Passive Haptics to Enhance Virtual Reality Simulations,” AIAA Modeling and Simulation Technologies Conference, 2017, doi: 10.2514/6.2017-1313.
G. Park, S. Choi, K. Hwang, S. Kim, J. Sa and M. Joung, “Tactile effect design and evaluation for virtual buttons on a mobile device touchscreen,” Proceedings of the 13th International Conference on Human Computer Interaction with Mobile Devices and Services (MobileHCI ’11), pp. 11–20, 2011, doi: 10.1145/2037373.2037376.
S. Dabic, J. Navarro, J. M. Tissot and R. Versace, “User perceptions and evaluations of short vibrotactile feedback,” Journal of Cognitive Psychology, vol. 25, no. 3, pp. 299-308, 2013, doi: 10.1080/20445911.2013.768997.
L. Diwischek and J. Lisseman, “Tactile feedback for virtual automotive steering wheel switches,” Proceedings of the 7th International Conference on Automotive User Interfaces and Interactive Vehicular Applications (AutomotiveUI ’15), pp. 31–38, 2015, doi: 10.1145/2799250.2799271.
L.-P. Cheng, L. Chang, S. Marwecki and P. Baudisch, “ITurk: Turning Passive Haptics into Active Haptics by Making Users Reconfigure Props in Virtual Reality,” Proceedings of the 2018 CHI Conference on Human Factors in Computing Systems (CHI ’18), pp. 1–10, 2018, doi: 10.1145/3173574.3173663.
J. C. McClelland, R. J. Teather and A. Girouard, “Haptobend: shapechanging passive haptic feedback in virtual reality,” Proceedings of the 5th Symposium on Spatial User Interaction (SUI ’17), pp. 82–90, 2017, doi: 10.1145/3131277.3132179.
J. Ye, S. Badiyani, V. Raja and T. Schlege, “Applications of Virtual Reality in Product Design Evaluation,” Human-Computer Interaction. HCI Applications and Services, LNCS 4553, J.A. Jacko, ed. Springer, 2007, pp. 1190–1199.
M. G. Violante, F. Marcolin, E. Vezzetti, F. Nonis and S. Moos (2019), “Emotional Design and Virtual Reality in Product Lifecycle Management (PLM),” in Sustainable Design and Manufacturing 2019. KES-SDM 2019. Smart Innovation, Systems and Technologies, Singapore: Springer, pp. 177-187, 2019.
C. S. Falcao and M. M. Soares, “Applications of Haptic Devices & Virtual Reality in Consumer Products Usability Evaluation,” Advances in Ergonomics In Design, Usability & Special Populations: Part I, AHFE Conference, pp. 377-383, 2014.
C.E. Osgood, G.J. Suci and P.H. Tannenbaum, The measurement of meaning, Champaign, IL: University of Illinois press, 1957.
M. Perez, S. Ahmed-Kristensen, P. Brunn and H. Yanagisawa, “Investigating the influence of product perception and geometric features,” Research in Engineering Design, vol. 28, no. 3, pp. 357-379, 2017, doi: 10.1007/s00163-016-0244-1.
S. Mondragón, P. Company and M. Vergara, “Semantic differential applied to the evaluation of machine tool design,” International Journal of Industrial Ergonomics, vol. 35, no. 11, pp. 1021-1029, 2005, doi: 10.1016/j.ergon.2005.05.001.
S.W. Hsiao, F.Y. Chiu and C.S. Chen, “Applying aesthetics measurement to product design,” International Journal of Industrial Ergonomics, vol. 38, no. 11-12, pp. 910-920, 2008, doi: 10.1016/j.ergon.2008.02.009.
J. Al-Hindawe, “Considerations when constructing a semantic differential scale,” La Trobe papers in linguistics, vol. 9, no. 7, pp. 1-9, 1996.
S. Achiche, A. Maier, K. Milanova and A. Vadean, “Visual Product Evaluation: Using the Semantic Differential to Investigate the Influence of Basic Geometry on User Perception,” ASME 2014 International Mechanical Engineering Congress and Exposition, pp. V011T14A056-V011T14A056, Nov. 2014.
F. Felip, J. Galán, C. García-García and E. Mulet, “Influence of presentation means on industrial product evaluations with potential users: a first study by comparing tangible virtual reality and presenting a product in a real setting,” Virtual Reality, 2019, doi: 10.1007/s10055-019-00406-9.
F. Faul, E. Erdfelder, A.-G. Lang and Buchner, A., “G*Power 3: A flexible statistical power analysis program for the social, behavioral, and biomedical sciences,” Behavior Research Methods, vol. 39, pp. 175-191, 2007, doi: 10.3758/BF03193146.
T. Van Hecke, “Power study of ANOVA versus Kruskal-Wallis test,” Journal of Statistics and Management Systems, vol. 15, no. 2-3, pp. 241- 247, 2012, doi: 10.1080/09720510.2012.10701623.
Downloads
Published
-
Abstract190
-
PDF38
Submit Article
Information
