期刊
INTERNET RESEARCH
卷 24, 期 1, 页码 82-109出版社
EMERALD GROUP PUBLISHING LTD
DOI: 10.1108/IntR-07-2012-0133
关键词
Augmented reality; Experiential value; Media richness; Narrative experience; Presence
资金
- National Science Council of the Republic of China, Taiwan [NSC 100-2410-H-128-003]
Purpose - The purpose of this paper is to examine the extent to which presence, media richness, and narrative experiences yield the highest experiential value in augmented-reality interactive technology (ARIT). Design/methodology/approach - A survey is performed to collect data. Valid questionnaires of 344 ARIT users are identified. The hypothesized associations are analyzed using structure equation modeling. Findings - Empirical results indicate that narrative experience induces a higher experiential value than other simulative experiences, including presence and media richness. Practical implications - Results of this study provide a valuable reference for managers attempting to design an ARIT process in order to optimize the experiential value in various online simulation environments. Originality/value - This study adopts an integrated framework that incorporates narrative theory, media richness theory, and presence in the online ARIT. Exactly how narrative experience, media richness, and presence affect the formation of experiential value in the ARIT process is explored as well.
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