Presence in a Three-Dimensional Test Environment: Benefit or Threat to Market Research?

Journal of virtual reality and broadcasting

Alma Berneburg¹ 

[1] University of Applied Sciences Merseburg$$

关键词: 3D user Interfaces;    Market Research;    package simulation;    product simulation;    test environments;    virtual reality;   

DOI  :  10.20385/1860-2037/5.2008.1

学科分类：计算机科学（综合）

来源: Di P P - N R W

【 摘 要 】

In market research, the adoption of interactive virtual reality-techniques could be expected to contain many advantages: artificial lab environments could be designed in a more realistic manner and the consideration of “time to the market�?-factors could be improved. On the other hand, with an increasing degree of presence and the notional attendance in a simulated test environment, the market research task could fall prey to the tensing virtual reality adventure. In the following study a 3D-technique is empirically tested for its usability in market research. It will be shown that the interactive 3D-simulation is not biased by the immersion it generates and provides considerably better test results than 2D-stimuli do.

【 授权许可】

Unknown