Ease of use and usefulness are believed to be fundamental in determining the acceptance and use of various, corporate ITs. These beliefs, however, may not explain the user’s behavior toward newly emerging ITs, such as the World-Wide-Web (WWW). In this study, we introduce playfulness as a new factor that reflects the user’s intrinsic belief in WWW acceptance. Using it as an intrinsic motivation factor, we extend and empirically validate the Technology Acceptance Model (TAM) for the WWW context. # 2001 Elsevier Science B.V. All rights reserved.

/pdf/beyond-the-usefulness-and-ease-of-use-extending-the-tam-for-2r69uxvmta.pdf

Beyond the Usefulness and Ease of Use : Extending the TAM for a World - Wide - Web Context

ZusammenfassungAngesichts der wachsenden Bedeutung von Social Media Plattformen für Marketing-Aktivitäten von Unternehmen will der Beitrag eine erste datenschutzrechtliche Orientierung für Unternehmen geben, die sich in diesem Umfeld bewegen oder bewegen wollen. Besondere Berücksichtigung findet dabei die Social Media Plattform Facebook.

Social Media Marketing: Eine datenschutzrechtliche Orientierungshilfe

Immersive technology: A meta-analysis of augmented/virtual reality applications and their impact on tourism experience

https://ijrcm.org.in/download.php?name=ijrcm-2-IJRCM-2_vol-3_2013_issue-5_May-art-04.pdf&path=uploaddata/ijrcm-2-IJRCM-2_vol-3_2013_issue-5_May-art-04.pdf

The evolution of technology acceptance model: a literature review

Quality of virtual reality and its impacts on behavioral intention

The purpose of this study is to investigate the effects of telepresence while using a smartphone-based virtual reality system (SBVR) to explore a hotel virtually and to determine the influence of this immersive experience on the booking intention of the potential customer.,Within the scope of this study, a conceptual research model was developed which covered utilitarian and hedonic aspects of the user experience of SBVRs and showed their relevance for the booking intention. A virtual reality application was programmed especially for the study, in which the test persons were able to virtually explore a hotel complex. A total of 569 people participated in the study. A questionnaire was used for the data collection. The structural equation modelling and hypothesis verification were carried out using the partial least squares method.,The immersive feeling of telepresence increases the perceived enjoyment and usefulness of the potential customer. In addition, the user's curiosity is aroused by the telepresence, which also significantly increases the perceived enjoyment as well as the perceived usefulness. The hedonic and utilitarian value of the virtual hotel experience increases the probability that the customer will book the travel accommodation.,The virtual reality application developed for the study is based on static panoramic images and does not contain audio-visual elements (e.g. sound, video, animation). Audio-visual elements might increase the degree of immersion and could therefore be investigated in future research.,The results of the study show that the SBVR is a suitable marketing tool to present hotels in an informative and entertaining way, and can thereby increase sales and profits.,For the first time, this study investigates the potential of SBVRs for the virtual product presentation of hotels and provides empirical evidence that the availability of this innovative form of presentation leads to a higher booking intention.,本论文旨在研究借助智能手机虚拟现实系统（SBVR）以达到网真效果来展示酒店产品, 以及探究这种身临其境的体验是否对潜在酒店消费者的预定意图有影响。,本论文建立了一个理论模型, 包含了功利和享乐两方面的用户体验SBVR, 以及其与预定意图的联系。本论文创立了一个虚拟现实的模式, 实际测量了人们通过这个模式来探究酒店的体验。研究样本为569位参与者。采样方式为问卷方法。本论文采用PLS方式来进行结构方程模型（SEM）计算和假设验证。,网真技术的身临其境的体验增加了潜在消费者的感知享受和有用性。此外, 用户的好奇心被网真技术激发, 显著地增加了感知享受和感知有用性。虚拟酒店体验的享乐和功利价值增加了顾客预定的概率。,本论文研制的虚拟现实应用软件是基于静态全景影像, 而不含视听觉元素（比如, 声音、视频、动画）。视听觉因素可能会增加身临其境的感觉, 因此值得未来研究。,本论文结果表明SBVR是一个适合营销的手段, 其在信息性和娱乐性方面展示了酒店, 因此能够增加销量和利润。,首先, 本论文研究了SBVR对酒店虚拟产品展示的潜力, 并且提供实际测量结果, 证明了这种创新型展示对预定意图的促进作用,关键词 虚拟现实, 旅游住宿, 酒店, 产品展示, 网真, 预定意图,研究型论文

https://www.emerald.com/insight/content/doi/10.1108/JHTT-03-2018-0020/full/pdf

Presenting hotels in virtual reality: does it influence the booking intention?

Handbuch Marketing-Controlling

In the hotel industry, it is crucial to reduce the inherent information asymmetry with regard to the goods offered. This asymmetry can be minimised through the use of smartphone-based virtual reality applications (SBVRs), which allow virtual simulation of real experiences and thus enable more efficient information retrieval. The aim of the study is to determine for the first time the user acceptance of these immersive hotel presentations for assessing the performance of a travel accommodation. For this purpose, the Technology Acceptance Model (TAM) was used to explain the acceptance behaviour for this new technology. A virtual reality application was specially developed, in which the participants could explore a hotel virtually. A total of 569 participants took part in the study. The structural equation model and the hypotheses were tested using a Partial Least Squares (PLS) analysis. The results illustrate that the immersive product experience leads to more efficient information gathering. The perceived usefulness significantly affects the attitude towards using the technology as well as the intention to use it. In contrast to the traditional TAM, the perceived ease of use of SBVRs has no effect on the perceived usefulness or attitude towards using the technology.

/pdf/virtual-reality-in-the-hotel-industry-assessing-the-59egan164b.pdf

Virtual reality in the hotel industry: assessing the acceptance of immersive hotel presentation

For e-commerce retailers it is crucial to present their products both informatively and attractively. Virtual reality (VR) systems represent a new marketing tool that supports customers in their decision-making process and offers an extraordinary product experience. Despite these advantages, the use of this technology for e-commerce retailers is also associated with risks, namely cybersickness. The aim of the study is to investigate the occurrence of cybersickness in the context of the customer’s perceived enjoyment and the perceived challenge of a VR product presentation. Based on a conceptual research framework, a laboratory study with 533 participants was conducted to determine the influence of these factors on the occurrence of cybersickness. The results demonstrate that the perceived challenge has a substantially stronger impact on the occurrence of cybersickness, which can only be partially reduced by perceived enjoyment. When realizing VR applications in general and VR product presentations in particular, e-commerce retailers should therefore first minimize possible challenges instead of focusing primarily on entertainment aspects of such applications.

Presenting Your Products in Virtual Reality: Do not Underestimate Cybersickness

Marketingrecht: Rechtsrahmen eines Marketingmanagements

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