From reality to virtuality: review of concepts and realities

 From reality to virtuality: review of concepts and realities

The arrival of Virtual-Reality, Augmented-Reality, and Mixed-Reality applied sciences is shaping a brand new surroundings the place bodily and digital objects are built-in at totally different ranges. Due to the event of moveable and embodied gadgets, along with extremely interactive, physical-virtual connections, the client expertise panorama is evolving into new sorts of hybrid experiences. However, the boundaries between these new realities, applied sciences and experiences haven’t but been clearly established by researchers and practitioners. This paper goals to supply a greater understanding of those ideas and combine technological (embodiment), psychological (presence), and behavioral (interactivity) views to suggest a brand new taxonomy of applied sciences, specifically the “EPI Cube”. The dice permits teachers and managers to categorise all applied sciences, present and potential, which could assist or empower buyer experiences, however can even produce new experiences alongside the client journey. The paper concludes with theoretical and managerial implications, in addition to a future analysis agenda.

Virtual actuality
Technology-mediated realities
Embodiment
Presence
Interactivity
Customer expertise

 From actuality to virtuality: evaluation of ideas and realities

Following Paré, Trudel, Jaana, and Kitsiou (2015), a important evaluation was performed with the goal of critically analyzing earlier research that labeled realities to disclose weaknesses, inconsistencies or contradictions. This methodology highlights issues or disparities within the present information a couple of specific space, to constructively inform and supply an acceptable focus and path for future research. We performed literature searches with key phrases (“virtual reality”, “augmented reality”, “mixed reality”, “reality”, “virtuality” and “taxonomy”, “classification”) in 4 databases (ScienceDirect, Scopus, Web of Science, Google Scholar) to determine research which labeled the totally different realities. We found that the earlier analysis had barely addressed the categorization of the totally different realities, despite the necessity for research to categorise and make clear these terminological points (Yung & Khoo-Lattimore, 2017). As said in earlier literature (Jeon & Choi, 2009PCWorld, 2017Yung & Khoo-Lattimore, 2017), there’s a lack of consistency in the usage of these phrases in each the tutorial {and professional} fields. Our proposal goals to handle this subject by extending earlier classifications to delineate the realities.

Among all of the revised taxonomies, the “Reality-Virtuality Continuum” proposed by Milgram and Kishino (1994), has been the start line for researchers to categorise the big variety of realities. This classification ranges from actual to digital environments on the extremes of the continuum (Fig. 1). Real Environments (RE) embody the truth itself. This consists of direct or oblique (by way of a video show) views of an actual scene (Milgram & Kishino, 1994). Virtual Environments (VE) are fully computer-generated environments through which objects that don’t truly exist are “displayed” on a tool and the place customers work together in real-time by way of a technological interface. Within this class, Virtual Worlds (VW; e.g. Second Life), are steady digital environments, open 24/7, which allow customers to be represented by avatars in order to create, play and work together in actual time with different avatars (Penfold, 2009Schroeder, 2008). Virtual Reality (VR) is a computer-generated surroundings the place the person can navigate and work together, triggering real-time simulation of his or her senses (Guttentag, 2010), offering a sensory

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