Blending the real world and the

virtual world: Exploring the role of

flow in
augmented reality experiences
 HELLO!

I am Mamunur Rashid
I am here to give presentations.

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CONTENTS OF THE PRESENTATION

Let’s start with the first set of slides

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1. Abstract 5. Overview of the present research

2. Introduction methodology

3. Literature review 6. Results

4. Conceptual model 7. Discussion

8. Limitations and future research

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 1. Abstract

The study aims to determine if AR is a good fit for a traditional shopping context
or if it should be explored in its entirety. The study also explores how AR can
enhance a person's experience with flow. This study utilized a commercially
available AR app to conduct an experiment with 500 participants. The objective
was to analyse the effects of various consumer flow factors on various
outcomes.

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 2. Introduction:

Imagine a world where walking down the aisle of a grocery store suddenly
becomes a journey full of wonder and excitement. It could be a place where the
tiger in the store jumps out at you as you shop for milk, or the cat in the aisle
tells you about the sustainable ingredients in their food. To test our hypothesis,
we conducted an experiment where 500 participants watched two short films.
Both films were then exposed to the same AR app.

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 3. Literature review:

The belief that consumers want more than just products has developed over the
years. This concept is evidenced by the various studies that explore how
consumers experience various products and brands.

According to experts, experiences are key components of a brand's competitive

positioning. For example, the concept of sensory experiences is often
conceptualized as a core part of a brand's business model. For instance, at Lush,
one can experience the smell of soap and the excitement of bath bombs.

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 4. Conceptual model:
We begin by reviewing the literature on the design aspects that are important to
flow. Next, we discuss the various aspects of flow that can enhance the
dissemination of information.
One of the most frequently debated drivers of flow is interactivity. According to
Novak and Hoffman, interactive technology enables people to interact with
content without being bound to it. This concept can be considered from two
different perspectives: the user's perception and the technology's features.
The sub-components of AR technology that influence the perception of
interactivity include the speed at which people are able to manipulate the
content and the range of control they can have over the content. Proponents of
AR technology also point out that it is not restricted to the control of computer-
generated objects.

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 5. Overview of the present research methodology:
Two videos were created using the AR technology to construct a context that will
allow users to experience it in an online survey platform. One uses a first-person
perspective to pick up a bottle of wine while the other shows a hand holding a
cell phone while the label is read aloud. The viewer then gets an AR experience
when the bottle is interacted with through narrative storytelling. The videos are
identical, except the AR experience.
To ensure that the experience was as real as possible, a sound technician added
ambient noise to the videos to make them more authentic. The first-person
perspective was achieved using a GoPro Hero5 Black mounted on the head. We
used a commercially available AR game developed by Crimes 19 Wines to
enhance the realism of the AR experience for our participants! To minimize the
potential confound, we pre-screened all participants prior to the experiment.

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 6. Results:

To meet our first objective, we analysed the experience of consumers using AR

technology in an ordinary shopping experience. The results of our study revealed
that the consumers' experience with AR was similar to that of the control group.

For our study, we examined the constructs related to the enjoyment of

information and the shopping experience, and we found that the more pleasant
the experience was for the treatment group, the higher the score for the control
group.

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 7. Discussion:
This research supports the theory that AR can induce a heightened state of flow
and its potential to enhance a shopping experience. It also shows that the
presence of certain AR characteristics, such as interactivity and novelty, can
trigger a heightened state of flow. Our conceptual model draws on the literature
on AR and identifies the key factors that are necessary to create a satisfying AR
shopping experience.
The findings of this study support the notion that AR characteristics, such as
vividness and interactivity, are the key factors that contribute to the immersive
state of flow (e.g., Foley & Novak, 2009; Javornik, 2016). Further, this study
shows that AR's mode of operation can interact with the real world space.

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 8. Limitations and future research:

This study has limitations that may limit the scope of future research.
For instance, we only selected a commercially-available AR experience
that is focused on the Wine Industry.
Although the use of AR in this study was practical, it could be conducted
with other forms of AR to see if the same results would occur. Further
studies on the effects of AR technology on flow are also warranted.
The study only involved two scenarios: one with AR and one without it.
Future research could explore the possibility of using the same
technology in other retail environments.

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THE END
THANK YOU

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