The principal aim of this doctoral research has been to investigate whether various popular methods of emotion elicitation perform differently in terms of self-reported participant affect - and if so, whether any of them is better able to mimic real-life emotional situations. A secondary goal has been to understand how continuous affect can be classified into discrete categories - whether by using clustering algorithms, or resorting to human participants for creating the classifications. A variety of research directions subserved these main goals: firstly, developing data-driven strategies for selecting 'appropriate' stimuli, and matching them across various stimulus modalities (i.e., words, sounds, images,films and virtual environments / VEs); secondly, comparing the chosen modalities on various self-report measures (with VEs assessed both with and without a head-mounted display / HMD); thirdly, comparing how humans classify emotional information vs. a clustering algorithm; and finally, comparing all five lab-based stimulus modalities to emotional data collected via an experience sampling phone app. Findings / outputs discussed will include a matched database of stimuli geared towards lab use, how the choice of stimulus modality may affect research results, the links (or discrepancies) between human and machine classification of emotional information, as well as range restriction affecting lab stimuli relative to `real-life' emotional phenomena.

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Yes / This study investigates the impact of three-dimensional (3D) product presentation quality (3D-Q) on attitude toward presented product and attitude toward website, which in turn affect users’ satisfaction. Therefore, this research developed a hypothetical online retailer website, which presents a variety of 3D laptops that allows users to control the content and form of the 3D flashes. We measured 3D-quality based on a multi-dimensional construct. In other words, we define and operationalize 3D-quality based on information quality, system quality, authenticity, and enjoyment (second-order). We employed a non-student sample (n=410) to collect the data. We find that 3D-quality determines perceptions of attitude toward presented product and attitude toward website, which in turn influence users’ satisfaction. Furthermore, we find that virtual product experience moderates the relationships between attitude toward presented product, attitude toward website and users’ satisfaction. Our study provides important implications for e-tailers.

Maps are essential tools for providing tourism information. Hence, it is imperative for tourism marketers to understand how tourists perceive spatial information and sense physical places virtually presented in digital maps. Based on sense of place, spatial cognition, and virtual reality literature, this study constructed a conceptual framework to measure how different interactivity levels of a digital map interface affect potential tourists' experience when exploring maps. In addition, the study explored how individual characteristics such as place attachment and spatial ability affect virtual-spatial experiences. An experiment was conducted to test the developed Virtual Spatial Experience model. Google Earth maps were manipulated using two experimental conditions: low level (satellite view map only) vs. high level (three dimensional (3D) dynamic objects). The questionnaire included self-report items regarding perceived map interactivity, spatial ability, affective place attachment, spatial orientation, spatial imagery, and spatial presence. Responses from 211 students were analyzed using structural equation modeling (SEM). The study results showed that map interfaces influence human perceptions of map interactivity. Perceived map interactivity positively affected virtual spatial experiences: spatial orientation, spatial imagery and spatial presence. Spatial ability positively influenced spatial orientation which in turn led to greater spatial imagery and ultimately greater spatial presence. The results further demonstrated that affective place attachment positively influenced spatial presence. The findings provided evidence that sense of place in the real world, such as affective place attachment to the experimental setting (Walt Disney World, Florida), influences spatial experiences of an environment virtually presented in the map. Therefore, by applying place attachment to virtual environment studies, this study expanded the scope of theories used in exploring human spatial experience. Moreover, evaluating the influence of map interactivity, this study provided practical implications for designing destination maps. By applying 3D dynamic objects as a design feature in an interactive map, tourism marketers can produce enhanced virtual spatial experiences. As this study used Walt Disney World's Magic Kingdom Park presented on Google Earth as the experimental setting, the collected data also informs the understanding of virtual experiences and perceptions of the park.

When the whole world was in lockdown and tourism was at a standstill due to the COVID19-pandemic, the Faroe Islands found an alternative way to let people experience their destination. They started the “Remote tourism” campaign which offered live virtual tours where users from all over the world could navigate the locals who were equipped with GoPro cameras on their helmets. But how satisfying can such an experience be? How do users experience virtual tours? And how do such virtual tours promote the willingness to visit a destination? This study aimed at answering those questions by conducting semi-structured interviews with members of Generation Y. The participants of the interview watched the recorded versions of the virtual tours offered by Visit Faroe Islands and were asked about their experience. There are different factors for a satisfying tourism experience, namely presence/telepresence, enjoyment, involvement, and flow. The results showed that these factors were also relevant to the virtual tourism experience. However, the virtual tours were experienced differently by different participants and the results cannot be generalized. Yet, this will likely be the case for the traditional tourism experience as well. The same tourism experience will be perceived differently by every individual. The results also showed that the virtual tours did promote the willingness to visit the Faroe Islands for the majority of participants – or it did not change to the worse at least.

Augmented reality has in recent years become a topic that’s frequently discussed among business managers and marketing practitioners, due to the findings that support the technology's ability to influence consumer behavior. The technology is offering consumers exceedingly product information, a pleasurable shopping experience and a greater interactive interface. Previous research surrounding augmented reality has been with in the bounds of the makeup and furniture industry to enable these findings. Now the interest stands within how augmented reality technology can be implemented in the clothing retail industry. The purposeof this study is to map out the consumer's experience of trying out virtual clothes through mobile augmented reality and find out if the technology can facilitate consumers to completea purchase decision online during a buying process of physical clothes. The study conducted participatory observations as well as semi structed interviews with the participants,further more the empirical findings were analyzed through a thematic analyzing method. What the study discovered was that certain aspects of the technology supports previous research done on augmented reality and other aspects deviated from earlier findings. Additionally, the study found that consumers would consider clothing testing through mobile augmented reality if it was implemented by a clothing retail company. / Augmented reality har under de senaste åren blivit ett återkommande ämne bland företagsledare och marknadsförare på grund av att tidigare forskning påvisat att teknologin kan ha inflytande på konsumentbeteenden. Teknologin erbjuder konsumenter tilläggande information om produkten, en njutbar shoppingupplevelse och en interaktiv samverkan mellan individ och objekt. Tidigare forskning som behandlat augmented reality har begränsats till områdena smink- och möbelindustrin för att komma fram till dessa resultat. Det finns nu ett intresse att se hur augmented reality teknologin kan bli implementerad i klädesindustrin. Studiens syfte är att kartlägga konsumenters upplevelse av att prova virtuella kläder genom mobile augmented reality och finna svar på om det kan underlätta för konsumenten att slutföra ett köpbeslut online vid en köpprocess av fysiska kläder. Undersökningen genomförde deltagande observationer och individuella semistrukturerade intervjuer med deltagarna, vidare analyserades empirin genomen en tematisk analysmetod. Undersökengen kom fram till att vissa aspekter av teknologin stödjer tidigare forskningsresultat och andra visades vara särskiljande. Vidare fann denna forskning att konsumenter kan tänka sig använda mobile augmented reality om det implementerats av ett detaljhandelsföretag inom klädindustrin.

歸功於虛擬實境(VR)技術的發展，使得虛擬實境可以逐漸應用在現 實生活當中。近幾年來，博物館一直嘗試應用虛擬實境的特性來增強參訪者的 體驗，目前也有許多研究工作著重在為博物館中的文物建模，但可惜的是與虛 擬實境可為博物館展覽帶來的效果之相關研究相對較少。因此，在本研究中， 我們用 S—O—R 的研究模型，並針對不同的文物類型:器物類、書畫類、書 法類，探討虛擬實境的系統設計特性對使用者體驗的影響。 本研究的研究方法是採用問卷形式，參訪者會實際體驗故宮博物院展覽 的虛擬實境。問卷分析後的結果顯示，虛擬實境的系統設計對使用者體驗及未 來的參訪意圖有很大的相關性。本研究比較也針對不同的文物類型做比較，結 果表示不同的文物類型適合的系統設計是不同的。最後也根據問卷結果對不同 的文物類型提供了未來系統設計的建議，可以作為未來設計相關博物館展覽虛 擬實境的參考。 / Virtual reality (VR) technology has already reached the level of maturity allowing it to be introduced into real-life applications. Recently, museums have been trying to apply it to enhance visitors’ experience and significant research efforts have also been made toward modeling relics in VR. However, there have been few studies on the real effects of VR exhibitions. In this study, we draw upon the stimulus–organism–response framework to theorize how system design feature stimuli affect the visitors’ experience of the VR exhibition at the National Palace Museum (NPM) and how the experience of VR impacts the visit intention. Furthermore, the study compares the VR effects across different kinds of relics (artifact, painting, and calligraphy). We create four empirical models: Model 0 does not consider the differences among relics, Model 1 focuses on artifacts, Model 2 focuses on paintings, and Model 3 focuses on calligraphies. A comparison of the different models shows that in Model 0, design features affect the VR experience, which in turn, impacts the visitors’ visit intention. The VR experiences were characterized by two dimensions: immersion and involvement. The former emphasized the visitors passively immersed in the VR and the latter referred to visitor initiative. Comparing Model 1, Model 2, and Model 3, all the design features have impact on the immersion level for all relic types. In case of calligraphy, the vividness impacts the involvement level and in case of artifacts, the interactivity impacts the involvement level. Based on the analysis, we also propose an improvement for the NPM’s present VR exhibition. The findings of this study can be referenced when designing new VR exhibitions for different relics.