Publication type: Conference paper
Type of review: Peer review (publication)
Title: Trust and cybersickness in VR-marketing : investigating IPD and cybersickness, and their effects on trust, customer value, NPS, cross- and up-selling
Authors: Seiler, Roger
Brodmann, Thierry
Keller, Thomas
et. al: No
Proceedings: Proceedings of the International Conferences on e-Society 2022 and Mobile Learning 2022
Editors of the parent work: Kommers, Piet
Arnedillo Sánchez, Inmaculada
Isaías, Pedro
Page(s): 99
Pages to: 106
Conference details: 20th International Conference e-Society 2022, Virtual, 12-14 March 2022
Issue Date: 2022
Publisher / Ed. Institution: IADIS
ISBN: 978-989-8704-38-2
Language: English
Subjects: Customer value; Cybersickness; IPD; NPS
Subject (DDC): 006: Special computer methods
658.8: Marketing management
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.
URI: https://digitalcollection.zhaw.ch/handle/11475/24838
Fulltext version: Published version
License (according to publishing contract): Licence according to publishing contract
Departement: School of Management and Law
Organisational Unit: Institute of Business Information Technology (IWI)
Appears in collections:Publikationen School of Management and Law

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