Persuasive virtual touch: the effect of artificial social touch on shopping behavior in virtual reality

Yuguang Zhao; Jaap Ham; Jurgen van der Vlist

doi:10.1007/978-3-319-91593-7_11

Persuasive virtual touch: the effect of artificial social touch on shopping behavior in virtual reality

Yuguang Zhao, Jaap Ham, Jurgen van der Vlist

Human Technology Interaction

Onderzoeksoutput: Hoofdstuk in Boek/Rapport/Congresprocedure › Conferentiebijdrage › Academic › peer review

11 Citaten (Scopus)

1 Downloads (Pure)

Samenvatting

Virtual reality (VR) technology affords powerful influences on human behavior and thinking through symbiotic interaction between the VR environment and the human user. Earlier research indicated that in a real bookstore, a slight touch by the welcoming shop assistant on the shopper’s upper arm positively influenced consumer behavior. To investigate effects of artificial social touch in VR, participants were asked to shop in two virtual shops (in random order). The virtual shop assistant touched participants (shoppers) on the upper arm (through an actuator on participant’s arm) while greeting, or, in the other shop, identically greeted participants without touching them. Results showed that in the shop in which participants were touched by the virtual shop assistant, they spent more time, more money on purchasing and their overall shopping experience evaluation was more positive. Findings confirmed that the illusion of virtual social touch can be established in VR and contributed that VR employing artificial social touch can be effective in influencing consumer behavior.

Originele taal-2	Engels
Titel	Symbiotic Interaction - 6th International Workshop, Symbiotic 2017, Revised Selected Papers
Uitgeverij	Springer
Pagina's	98-109
Aantal pagina's	12
ISBN van geprinte versie	9783319915920
DOI's	https://doi.org/10.1007/978-3-319-91593-7_11
Status	Gepubliceerd - 1 jan. 2018
Evenement	6th International Workshop on Symbiotic Interaction, SYMBIOTIC 2017 - Eindhoven, Nederland Duur: 18 dec. 2017 → 19 dec. 2017 Congresnummer: 6 https://symbiotic2017.org/

Publicatie series

Naam	Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
Volume	10727 LNCS
ISSN van geprinte versie	0302-9743
ISSN van elektronische versie	1611-3349

Congres

Congres	6th International Workshop on Symbiotic Interaction, SYMBIOTIC 2017
Verkorte titel	Symbiotic 2017
Land/Regio	Nederland
Stad	Eindhoven
Periode	18/12/17 → 19/12/17
Internet adres	https://symbiotic2017.org/

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10.1007/978-3-319-91593-7_11

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Zhao, Y., Ham, J., & van der Vlist, J. (2018). Persuasive virtual touch: the effect of artificial social touch on shopping behavior in virtual reality. In Symbiotic Interaction - 6th International Workshop, Symbiotic 2017, Revised Selected Papers (blz. 98-109). (Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics); Vol. 10727 LNCS). Springer. https://doi.org/10.1007/978-3-319-91593-7_11

Zhao, Yuguang ; Ham, Jaap ; van der Vlist, Jurgen. / Persuasive virtual touch : the effect of artificial social touch on shopping behavior in virtual reality. Symbiotic Interaction - 6th International Workshop, Symbiotic 2017, Revised Selected Papers. Springer, 2018. blz. 98-109 (Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)).

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abstract = "Virtual reality (VR) technology affords powerful influences on human behavior and thinking through symbiotic interaction between the VR environment and the human user. Earlier research indicated that in a real bookstore, a slight touch by the welcoming shop assistant on the shopper{\textquoteright}s upper arm positively influenced consumer behavior. To investigate effects of artificial social touch in VR, participants were asked to shop in two virtual shops (in random order). The virtual shop assistant touched participants (shoppers) on the upper arm (through an actuator on participant{\textquoteright}s arm) while greeting, or, in the other shop, identically greeted participants without touching them. Results showed that in the shop in which participants were touched by the virtual shop assistant, they spent more time, more money on purchasing and their overall shopping experience evaluation was more positive. Findings confirmed that the illusion of virtual social touch can be established in VR and contributed that VR employing artificial social touch can be effective in influencing consumer behavior.",

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Zhao, Y, Ham, J & van der Vlist, J 2018, Persuasive virtual touch: the effect of artificial social touch on shopping behavior in virtual reality. in Symbiotic Interaction - 6th International Workshop, Symbiotic 2017, Revised Selected Papers. Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics), vol. 10727 LNCS, Springer, blz. 98-109, 6th International Workshop on Symbiotic Interaction, SYMBIOTIC 2017, Eindhoven, Nederland, 18/12/17. https://doi.org/10.1007/978-3-319-91593-7_11

Persuasive virtual touch: the effect of artificial social touch on shopping behavior in virtual reality. / Zhao, Yuguang; Ham, Jaap; van der Vlist, Jurgen.
Symbiotic Interaction - 6th International Workshop, Symbiotic 2017, Revised Selected Papers. Springer, 2018. blz. 98-109 (Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics); Vol. 10727 LNCS).

Onderzoeksoutput: Hoofdstuk in Boek/Rapport/Congresprocedure › Conferentiebijdrage › Academic › peer review

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Zhao Y, Ham J, van der Vlist J. Persuasive virtual touch: the effect of artificial social touch on shopping behavior in virtual reality. In Symbiotic Interaction - 6th International Workshop, Symbiotic 2017, Revised Selected Papers. Springer. 2018. blz. 98-109. (Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)). doi: 10.1007/978-3-319-91593-7_11

Persuasive virtual touch: the effect of artificial social touch on shopping behavior in virtual reality

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Publicatie series

Congres

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