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The current study intends to use green-driven augmented reality (AR) with gamification application to help students at the Higher Institute of Science and Technology (HIST) in Libya to effectively learn general chemistry concepts successfully and with minimum side effects on individuals and the environment. It also aims to shed light on the students’ learnability, neural and psychological mechanisms under the green-driven, AR-oriented learning environment that might affect students’ personality, feelings and moods. For this study, smartphones and smart glasses are employed to design AR-G technology.

The sample of this study was divided into two groups: the experimental and the control groups. The experimental group used the AR app, and the control group used 2D pictures. The experiment was in two stages: for the first one, a 3D interactive story game reflecting the classroom and the laboratory was designed in which students feel secure and entertained in learning chemistry concepts. In the second stage, the designed gamification solution developed in Unity AR was assessed to measure its acceptability and environmental effects.

This study aimed to investigate mobile AR learning experiences. The researchers designed an AR-based game for general chemistry learning, to investigate its effects on students’ behavior, satisfaction and attention. In addition, it intended to uncover the challenges they faced, their experience, concerns about using and the time spent interacting with AR. This study showed that a postlecture activity of testing with AR games affected the retention of lecture contents over 12 weeks significantly better than the retention of the material taught by traditional teaching methodology. Thus, AR-G technology helped to lower students’ test anxiety and increased the regularity of studying. In this study, a student learned in the environment and was liberated from corporeal and sensory connections with their physical surroundings, which greatly aided in improving their experience and collecting players’ learnability analytics, experience, motivation and well-being via game analytics. However, AR-G technology established a competitive learning environment to increase learning by allowing students to be more involved in the learning process and therefore more motivated, resulting in greater real-world performance. On the other hand, that agrees with the latest studies in neuroeducation indicating that it is difficult to learn without conscious and sustained attention. Noreikis et al. (2019) confirmed in their research that action video games could greatly enhance perceptual ability and improve concentration, resulting in a positive impact on learning effectiveness.

The study has difficulties such as certain hardware being incompatible with the systems of the user device, such as HMD with mobile, and incompatible games. Although AR is not a new technology, one of its challenges is that instructors and students may not be comfortable using it and may not be convinced of the usefulness of technology. One drawback of the current study was that it was limited to a single first-year chemistry class. If the study had been done across several lengthy semesters, it could have had a more beneficial outcome. Another challenge was the small number of participants of students, and their withdrawal for unexpected medical conditions or psychological distress. The choice of one gaming session in a week could generate biased results.

This study explores how AR with gamification technology can support learning general chemistry topics and shows that AR improved academic achievement and provided instant feedback. The results indicate that AR technology could be helpful in an academic setting by increasing academic achievement and raising motivation for the students who used AR-G technology.

50% of the interviewees had positive learning experience of AR referring to AR as an enjoyable learning value they gained. One participant commented that “I believe that the augmented reality would be better compared to long texts, and may be suitable for young learners and I feel it is quite efficient and effective”. More than half of the interviewees too considered augmented reality motivating them, triggering their ambition to search for answers to the questions and enhancing further motivated classroom learning. Two interviewees argued that AR potentially develops fun experiences but not necessarily improve learning.

To meet the objective, 3D interactive story game that imitates the classroom and the laboratory environment in an ecofriendly, entertaining and exciting manner was designed for students of a chemistry course. The first classroom chemistry syllabus was overall divided into three learning units based on their increasing level of difficulty. For each learning unit, the proposed game will offer three modes of green-driven AR-G smart learning. To keep the target students motivated in order to undertake the gaming activity on a regular basis, various motivational affordances will be systematically embedded within the proposed game strategy that includes points, leaderboards, achievements, badges, levels, story, theme, feedback, clear goals, day-to-day challenges and rewards (Deterding et al. (2011), Stott and Neustaedter (2013). Finally, the designed gamification solution was developed in Unity AR, which was later preliminarily tested to evaluate its acceptability and impact on environmental sustainability.

In recent years, there has been significant interest in adopting XR (extended reality) technologies such as VR (virtual reality) and AR (augmented reality), particularly in retail. However, extending activities through reality-mediation is still mostly believed to offer an inferior experience due to their shortcomings in usability, wearability, graphical fidelity, etc. This study aims to address the research gap by experimentally examining the acceptance of metaverse shopping.

This study conducts a 2 (VR: with vs. without) × 2 (AR: with vs. without) between-subjects laboratory experiment involving 157 participants in simulated daily shopping environments. This study builds a physical brick-and-mortar store at the campus and stocked it with approximately 600 products with accompanying product information and pricing. The XR devices and a 3D laser scanner were used in constructing the three XR shopping conditions.

Results indicate that XR can offer an experience comparable to, or even surpassing, traditional shopping in terms of its instrumental and hedonic aspects, regardless of a slightly reduced perception of usability. AR negatively affected perceived ease of use, while VR significantly increased perceived enjoyment. It is surprising that the lower perceived ease of use appeared to be disconnected from the attitude toward metaverse shopping.

This study provides important experimental evidence on the acceptance of XR shopping, and the finding that low perceived ease of use may not always be detrimental adds to the theory of technology adoption as a whole. Additionally, it provides an important reference point for future randomized controlled studies exploring the effects of technology on adoption.

Few studies have examined technology-enhanced atmospheres for strengthening customer experience and brand engagement in physical store settings. This study builds on the social presence theory to test for the first time the moderating effects of virtual social presence on customer responses, through AR adoption in-store. Our study aims to understand the impact of technology-enhanced in-store atmospherics (TEISAs) with emphasis on AR elements and virtual social presence on customer experience and engagement behaviours (CEBs) in luxury settings.

Hypotheses are developed and a survey using 566 responses were collected using Qualtrics. T-tests, two-way ANOVA and structural equation modelling were used for analysis of CEBs. Moreover, using PLS-SEM, we test whether virtual social presence moderates this relationship in a cross-country context; Britain and China, two of the largest economies for luxury growth.

The findings demonstrate that TEISAs have a positive impact on emotion and perceived value, with virtual social presence moderating this relationship. The cross-cultural comparison results show that the impact of TEISAs on emotion and perceived value is stronger for British than for Chinese millennials.

Our model is the first to incorporate technology into various store atmospherics, to employ virtual social presence as a new moderator, and to provide empirical evidence on the effects of AR on customer experience and CEBs in the real-time luxury retail environment. This study is also the first to consider virtual social presence on social media as a moderating variable.

This paper aims to analyse the effect of vision, hearing and haptics on tourism metaverse previews and pre-experiences and compares the effects of metaverse previews and pre-experiences on the intention to visit.

A sample of 172 individuals answered an online survey about their previous interaction with the tourism metaverse – 104 had tourism metaverse previews, and 68 had tourism metaverse pre-experiences. Then, a case study of a tourism metaverse pre-experience was analysed to strengthen and further understand the quantitative study.

While vision and hearing are significant in tourism metaverse previews, only vision and haptics contribute to obtaining a sense of presence in tourism metaverse pre-experiences, although the potential of hearing. Tourism metaverse pre-experiences have a stronger positive impact on the intention to visit the destination than tourism metaverse previews.

Practitioners should integrate the sense of haptics in the metaverse pre-experiences, despite the costs involved, because the immersive sense of presence has stronger effects on visit intentions than metaverse previews. However, the dependence on sensorial stimuli and the effect on tourism growth may limit the advantages of metaverse as an alternative for impaired tourists and to reduce overtourism.

This paper clarifies the different effects that each sensory stimulus has in the sense of presence, depending on different levels of immersiveness, requiring congruence. The value of metaverse pre-experiences is highlighted with the evidence of strengthening the intention to visit.

本文分析视觉、听觉和触觉对旅游元宇宙预览和预体验的影响, 并比较元宇宙预览和预体验对访问意愿的影响。

172人样本回答了关于他们之前与旅游元宇宙互动的在线调查 - 104人有过旅游元宇宙预览, 68人有过旅游元宇宙预体验。然后, 研究分析了旅游元宇宙预体验的一个案例, 以加强和进一步理解定量研究。

虽然所分析的三种感官刺激在旅游元宇宙预览中很重要, 但只有视觉和触觉有助于在旅游元宇宙预体验中获得存在感, 尽管听觉也具有潜力。旅游元宇宙预体验对访问目的地的意愿有比旅游元宇宙预览更强的积极影响。

本文阐明了每种感官刺激对临场感的不同影响, 并发现这些影响取决于不同的沉浸感水平和一致性。由于元宇宙预体验可以加强访问意愿, 其价值也得以凸显。

尽管成本较高, 但从业者应该将触觉融入元宇宙预体验中, 因为沉浸式临场感对访问意愿的影响比元宇宙预览更大。然而, 对感官刺激的依赖和对旅游业增长的影响可能会限制元宇宙作为残障游客的替代方案和减少过度旅游的优势。

Este artículo analiza el efecto de la visión, la audición y el tacto en las previsualizaciones y pre-experiencias de metaversos turísticos y compara los efectos de las previsualizaciones y pre-experiencias de metaversos en la intención de visita.

Una muestra de 172 personas respondió a una encuesta online sobre su interacción previa con el metaverso turístico: 104 habían tenido previsualizaciones del metaverso turístico y 68 habían tenido pre-experiencias del metaverso turístico. A continuación, se analizó un estudio de caso de una pre-experiencia de metaverso turístico para reforzar y comprender mejor el estudio cuantitativo.

Aunque los tres estímulos sensoriales analizados son significativos en las previsualizaciones de metaversos turísticos, sólo la visión y el tacto contribuyen a obtener una sensación de presencia en las pre-experiencias de metaversos turísticos, a pesar del potencial de la audición. Las pre-experiencias en el metaverso turístico tienen un mayor impacto positivo en la intención de visitar el destino que las previsualizaciones en el metaverso turístico.

Los profesionales deberían integrar el sentido del tacto en las pre-experiencias del metaverso, a pesar de los costes que ello implica, porque la sensación inmersiva de presencia tiene efectos más fuertes en las intenciones de visita que las previsualizaciones metaverso. Sin embargo, la dependencia de los estímulos sensoriales y el efecto sobre el crecimiento del turismo pueden limitar las ventajas de los metaversos como alternativa para los turistas discapacitados y para reducir la sobreexplotación turística.

Este artículo explica los diferentes efectos que cada estímulo sensorial tiene en la sensación de presencia, dependiendo de los distintos niveles de inmersión, requiriendo congruencia. Se destaca el valour de las pre-experiencias en el metaverso con la evidencia de que refuerzan la intención de visita.

This study investigates the influence of augmented reality (AR) on consumer behavior and decision-making in the context of retail. By developing a conceptual framework that highlights AR’s distinct characteristics and its contribution to the theme of human-centricity and resilience, this research explores the cognitive and affective responses triggered by AR experiences and their subsequent impact on consumer choices.

The study employs a comprehensive literature review approach, delving into the intricate relationships between AR, consumer behavior and decision-making. Through the exploration of factors such as interactivity, vividness, body image perception, narcissism, information processing preference, privacy concerns and situational surroundings, the study develops a nuanced understanding of the mechanisms underlying AR’s effects.

The study aligns with the contemporary focus on human-centeredness and resilience in the digital age. It reveals that interactive and vivid AR experiences significantly enhance consumer enjoyment and influence decision-making processes. Furthermore, the study uncovers how individual traits and contextual factors shape consumer responses to AR, shedding light on the broader landscape of consumer behavior.

While acknowledging limitations in generalizability and potential publication bias, this study offers a fresh perspective by accounting for moderating effects and situational contexts. Future research directions might involve longitudinal studies to capture evolving trends in the dynamic realm of AR in retail.

Businesses and marketers have the opportunity to utilize the knowledge acquired from this study to effectively integrate AR technologies into their customer engagement strategies, thereby promoting a customer-centric approach in their operations. The results emphasize the utmost importance of creating AR experiences that align with user preferences and provide meaningful interaction, ultimately leading to the development of sustainable consumer decisions in the digital age.

Distinct from existing literature, this study contributes to the theme of human-centricity and resilience by examining the influence of AR on consumer behavior. This contribution enriches discussions on sustainable consumer choices in the digital era. Employing a comprehensive literature review approach, we explore key factors including interactivity, vividness, body image perception, narcissism, information processing preference, privacy concerns and situational surroundings. This approach deepens our understanding of AR’s influence on consumer behavior, presenting a valuable addition to the field.

This study aims to examine the younger generations’ experiential consumption of foreign contemporary music online (i.e. digital music streaming services) by generation and gender in the US market.

The author proposes a sequential experiential consumption model by applying Jacoby’s refined stimulus-organism-response (S-O-R) theory to better understand the experiential sequences in foreign music consumption among young generations in the US market. The proposed model, using structural equation modeling (SEM), examines a cognitive permeable role and a hierarchical affective mediating role. Also, moderating roles of generation and gender are simultaneously tested in overall and specific causal relationships.

The refined S-O-R framework is superior to a linear one in better understanding young consumers’ online experiential foreign music consumption behavior. Moreover, hierarchical sequenced affective organismic behavior is crucial to enhance young consumers’ online music consumption experiences to regulate subsequent behavioral responses. Furthermore, gender differences but no generational differences exist in the experiential consumption process among young consumers. Nevertheless, the strength of S-O-R factors affecting experiential consumption seems idiosyncratic simultaneously in gender and generation.

The study suggests foreign music streaming services boost profitability by focusing on young consumers' psychological ownership and tailored experiences, encouraging a shift from freemium to premium subscriptions. Also, the findings recommend adopting phygital experiences using technologies like AR, VR and MR to enhance engagement and create unique, emotionally resonant experiences for young consumers, thus fostering a more profitable business model.

The authors address under-researched topics relevant to young generations by applying Jacoby’s refined S-O-R framework to foreign music consumption through online streaming. This approach delves into a lesser-explored consumer behavior framework, highlighting young generations’ musical trends. The model reveals cognitive and affective roles, offering advantages over traditional linear S-O-R models. It also uniquely incorporates the moderating effects of generation and gender in music consumption studies, addressing a gap in music-related studies.

Heritage tourism sites worldwide are increasingly using augmented reality (AR) and gamification elements to enhance visitor interaction and enhance educational experiences. This research study conducts a comprehensive analysis of many case studies that illustrate successful implementations of AR and gamification within the domain of historical tourism. This research investigates the impact of various technologies on visitor engagement, knowledge acquisition and overall enjoyment. This research provides novel perspectives on the transformational capacity of AR and gamification within the domain of historical tourism. It does this by investigating the most effective strategies and challenges faced throughout the implementation process. The findings underscore the importance of these innovative technologies in enabling the linkage between different historical eras, fostering emotional connections and permitting impactful and interactive engagements with cultural artefacts. This research offers practical recommendations for administrators of cultural institutions and professionals in the tourism sector who want to improve the integration of AR and gamification. The aim is to enrich historic tourist experiences via the development of immersive and educational itineraries. The investigation of these particular occurrences contributes to the broader debate on the interface between technology and the preservation of cultural heritage, therefore shaping a dynamic and engaging trajectory for the area of heritage tourism.

This study aims to model the purchase intention of virtual reality hardware using the cognition-affect-conation (CAC) model, which integrates psychology and consumer behavior research to explain how individuals' thoughts, emotions and intentions influence their behaviors.

Data were collected from individuals aged 18 and above who had no prior experience with virtual reality hardware. A total of 330 valid responses were obtained from individuals residing in Malaysia and analyzed using the partial least squares (PLS) approach.

The study validates that vividness, perceived ease of use, perceived usefulness, perceived enjoyment and utilitarian value have a positive impact on attitude. Vividness, perceived ease of use, perceived enjoyment and perceived value have a significant relationship with satisfaction, while perceived usefulness and utilitarian values have a negative impact on satisfaction. Furthermore, the study underscores the positive correlation between attitude and satisfaction. The relationship between satisfaction, attitude and purchase intention is confirmed. Lastly, the moderating effect of individualism on the relationship between satisfaction and attitude towards purchase intention is confirmed.

The findings provide valuable guidance for virtual reality designers and marketers, offering effective strategies to enhance brand promotion, user retention and sales through the skillful integration of virtual reality hardware.

The study enhances the understanding of consumer acceptance behavior regarding virtual reality hardware by incorporating affective aspects into cognitive factors and including individualism as a moderating factor. It addresses an important gap in the research landscape of the immersive industry, particularly concerning virtual reality hardware within the Malaysian context.

This chapter seeks to answer the question of how food tourists will be in the future based on technology and digitalisation. Therefore, two future food tourist scenarios are proposed: realistic and utopian. More specifically, considering the developing technology, from a realistic perspective, future food tourists are evaluated according to their experiences (virtual food experiences, personalised and hyper-personalised food experiences, interactive tech-based food experiences, and sensory food experiences), information sources and communication, tendencies (seeking transparency and traceability in the food supply chain and sustainability-oriented), and payments. However, a utopian future food tourist was also provided as the second future food tourist scenario. In this scenario, the dimensions of future food tourists include instantaneous food travel thanks to teleportation, brain–computer interface-based food experiences, lab-grown food experiences, and intergalactic food tourism. Since this is the first study providing future food tourist scenarios, it plays a guidance role for service providers and launches a scholarly debate in food tourism literature.

This study aims to consolidate the fragmented knowledge on brand experience within marketing literature, evaluating its historical development, current state and prospective future. It seeks to offer a comprehensive understanding of the construct’s academic and practical contributions over the years, identify key topics and propose a research agenda for the field.

Adopting a bibliometric analysis, the authors conduct a detailed examination of the literature on brand experience. Performance analysis and science mapping techniques are used to evaluate 774 articles related to brand experience published from 1981 to 2023 and indexed in the Scopus database.

The bibliometric analysis reveals a significant expansion in the body of knowledge surrounding brand experience, highlighting its evolution over the past four decades. Key thematic areas and the intellectual structure of brand experience research are identified, evidencing both the growth and the diversification of the field. The study synthesizes these insights into a coherent research agenda, pinpointing emerging areas ripe for future investigation.

By systematically synthesizing longitudinal contributions to brand experience and using a bibliometric approach for analysis, this study provides a novel perspective on the topic. It not only maps the historical trajectory and current landscape of brand experience research but also sets the direction for future scholarly endeavors, marking a unique contribution to both academic research and practical application in marketing.

Este estudio tiene como objetivo consolidar el conocimiento fragmentado sobre la experiencia de marca dentro de la literatura de marketing, evaluando su desarrollo histórico, estado actual y futuro prospectivo. Busca ofrecer una comprensión integral de las contribuciones académicas y prácticas del constructo a lo largo de los años, identificar temas clave y proponer una agenda de investigación para el campo.

Adoptando un análisis bibliométrico, los autores realizan un examen detallado de la literatura sobre Experiencia de Marca. Se emplean técnicas de análisis de rendimiento y mapeo científico para evaluar 774 artículos relacionados con la experiencia de marca publicados desde 1981 hasta 2023 e indexados en la base de datos de Scopus.

El análisis bibliométrico revela una expansión significativa en el cuerpo de conocimiento sobre la experiencia de marca, destacando su evolución en las últimas cuatro décadas. Se identifican las áreas temáticas clave y la estructura intelectual de la investigación sobre la experiencia de marca, evidenciando tanto el crecimiento como la diversificación del campo. El estudio sintetiza estos conocimientos en una agenda de investigación coherente, señalando áreas emergentes con potencial para investigaciones futuras.

Al sintetizar sistemáticamente las contribuciones longitudinales a la experiencia de marca y emplear un enfoque bibliométrico para el análisis, este estudio proporciona una perspectiva novedosa sobre el tema. No solo traza la trayectoria histórica y el panorama actual de la investigación sobre la experiencia de marca, sino que también establece la dirección para futuros esfuerzos académicos, marcando una contribución única tanto a la investigación académica como a la aplicación práctica en marketing.

本研究旨在整合营销文献中有关品牌体验的零散知识, 评估其历史发展、当前状况及未来前景。研究试图提供对该构念的学术与实践贡献的全面理解, 识别关键主题, 并为该领域提出研究议程。

本研究采用文献计量分析法, 对品牌体验相关文献进行了详细审查。通过绩效分析和科学知识图谱方法, 研究者分析了Scopus数据库中收录的1981年至2023年间发表的774篇品牌体验相关文献。

文献计量分析揭示了品牌体验研究领域知识体系的显著扩展, 展示了该领域在过去四十年的发展演变。研究确定了品牌体验的核心主题领域和知识结构, 反映了该领域的增长与多元化。基于这些洞察, 研究提出了一个清晰的研究议程, 指出未来有待探索的新兴领域。

本研究通过系统整合品牌体验的纵向研究成果, 并运用文献计量方法进行分析, 为该主题提供了新颖的视角。研究不仅描绘了品牌体验研究的历史轨迹和当前概貌, 还为未来的学术探索指明了方向, 对学术研究和营销实践均作出独特贡献。