im Rahmen des CDSB Research Seminars freuen wir uns, Herrn Prof. Dr. Zhenhui Jack Jiang von der HKU Business School bei uns begrüßen zu dürfen.
Am Freitag, den 28.07. hat Herr Prof. Dr. Armin Heinzl ihn eingeladen von 11:00 bis 12:00 Uhr einen Vortrag zum Thema „EFFECT OF IMMERSIVE VIRTUAL REALITY ON INFORMATION ELABORATION AND NOVELTY-SEEKING BEHAVIOR” zu halten.
Abstract
Immersive virtual reality (VR) technologies have markedly changed the way in which online consumers experience products. Through immersive VR, consumers can virtually interact with a product in the same environment in which the product is located. Using Embodied Cognition Theory, we investigate the effects of two product presentation formats—immersive VR and the traditional non-immersive desktop interface—on users’ information elaboration and novelty-seeking behavior. In three laboratory experiments, we develop different home product evaluation systems and collect multiple sources of data, including verbal protocols, questionnaires, eye movements, and users’ actual interaction behaviors. The results reveal that immersive VR generally leads users to elaborate more information related to product use and explore more novel product options than the desktop presentation. Moreover, these effects are more prominent for users with less (vs. more) product domain experience. Implications for theory and practice are discussed.
Speaker Bio
Zhenhui (Jack) Jiang is Padma and Hari Harilela Professor in Strategic Information Management and Area Head of Innovation and Information Management at HKU Business School. Prior to joining the University of Hong Kong, he was a full professor of Information Systems and Analytics at National University of Singapore (NUS). He was Chair of SIGHCI of Association for Information Systems (2015–18). His research interests include information privacy, electronic/
Professor Jiang is currently a Senior Editor (SE) at MIS Quarterly and has served on the editorial board of MIS Quarterly (AE), Information Systems Research (AE), Journal of AIS (SE), IEEE Transactions of Engineering Management, among others. His work has been published in top Information Systems journals, such as MIS Quarterly, Information Systems Research, and Journal of MIS, and top Computer Science conferences, such as CHI. Dr. Jiang has extensive teaching experience, including MBA, EMBA, DBA, and executive education at HKU Business School, NUS School of Computing, NUS Business School, NUS Lee Kuan Yew School of Public Policy, and School of Economics and Management at Tsinghua University. He was Special Term Visiting Professor at Peking University and a visiting scholar at MIT Sloan School of Management. Dr. Jiang was a co-founder of an Augmented Reality (AR)-based mobile advertising startup in Singapore.