|
Title:
|
TRUST AND CYBERSICKNESS
IN VR-MARKETING - INVESTIGATING IPD
AND CYBERSICKNESS, AND THEIR EFFECTS ON TRUST,
CUSTOMER VALUE, NPS, CROSS- AND UP-SELLING |
|
Author(s):
|
Roger Seiler, Thierry Brodmann and Thomas Keller |
|
ISBN:
|
978-989-8704-38-2 |
|
Editors:
|
Piet Kommers, Inmaculada Arnedillo Sánchez and Pedro Isaías |
|
Year:
|
2022 |
|
Edition:
|
Single |
|
Keywords:
|
VR,Cybersickness, IPD, Trust, Customer Value, NPS
1. INTRODUCTION |
|
First Page:
|
99 |
|
Last Page:
|
106 |
|
Language:
|
English |
|
Cover:
|
|
|
Full Contents:
|
click to dowload 
|
|
Paper Abstract:
|
VR (virtual reality) is rapidly gaining attention from academia and the business world. The cost for hardware is diminishing,
and consumer HMDs (head-mounted displays) are becoming increasingly affordable, thereby driving the popularity of this
technology. Because immersive experiences can foster positive emotions, VR has also gained the attention of marketing
departments. However, the virtual world comes with a risk of systems akin to motion sickness, and in VR, this is known as
"cybersickness". In this study, cybersickness and its effects on customer-related constructs such as trust, customer value,
cross- and up-selling, and NPS (net promoter Score) are experimentally tested. The IPD (interpupillary distance) is
manipulated, and an SSQ (simulator sickness questionnaire) is used to test for sickness. Since cybersickness negatively
affects customer value, NPS, and consumer trust in the vendor, we conclude that it is necessary to prevent this to ensure
monetary and non-monetary customer values remain high. |
|
|
|
|
|
|
