Table Of ContentSpringer Proceedings in Business and Economics
Timothy Jung
M. Claudia tom Dieck
Sandra Maria Correia Loureiro Editors
Extended
Reality and
Metaverse
Immersive Technology in Times of Crisis
Springer Proceedings in Business and Economics
Springer Proceedings in Business and Economics brings the most current research
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Timothy Jung M. Claudia tom Dieck
(cid:129) (cid:129)
Sandra Maria Correia Loureiro
Editors
Extended Reality
and Metaverse
Immersive Technology in Times of Crisis
123
Editors
Timothy Jung M.Claudia tomDieck
ManchesterMetropolitan University Creative AR andVR Hub
Manchester, UK ManchesterMetropolitan University
Manchester, UK
Sandra Maria CorreiaLoureiro
University Institute ofLisbon
Lisbon, Portugal
ISSN 2198-7246 ISSN 2198-7254 (electronic)
SpringerProceedings in Business andEconomics
ISBN978-3-031-25389-8 ISBN978-3-031-25390-4 (eBook)
https://doi.org/10.1007/978-3-031-25390-4
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Preface
The seventh International XR Conference was held in Lisbon, Portugal, in April
2022.ItwasaspecialexperienceasitallowedtheXRcommunitytogatherforthe
firsttimeinpersonafterathree-yearbreak.TheCOVIDpandemichashighlighted
the importance of technological advances, allowing people to continue meeting
realistically online through virtual chats and meeting platforms, collaborate on
projects and continue with online training and education. However, it has also
highlightedthedesireandneedforrealexperiencesandtheimportanceofhuman–
humaninteraction.ThisbookwillprovidethereaderwithlatestresearchonXRthat
emergedthroughouttheCOVIDpandemicandwillbeavaluableresourcetogather
the latest trends in AR, VR, MR and XR.
Timothy Jung
M. Claudia tom Dieck
Sandra Maria Correia Loureiro
v
International XR Conference 2022
Scientific Committee
Danielle Allen Manchester Metropolitan University
Barry Babin Louisiana Tech University
Zeph van Berlo University of Amsterdam
Ricardo Bilro ISCTE-Instituto Universitário de Lisboa and
BRU
Katrin Brunner Universität der Bundeswehr München
Justin Cho Manchester Metropolitan University
Kirsten Cowan University of Edinburgh
Ella Cranmer Manchester Metropolitan University
Jeremy Dalton PwC
M. Claudia tom Dieck Manchester Metropolitan University
Ernest Edifor Manchester Metropolitan University
Carlos Flavian University of Zaragoza
Alba García-Milon Universidad de la Rioja
João Guerreiro ISCTE- Instituto Universitário de Lisboa and
BRU
Dai-In Han Breda University of Applied Science
Ronald Haynes University of Cambridge
Sarah Jones De Montfort University
Timothy H. Jung Manchester Metropolitan University
Richard Koeck University of Liverpool
Safak Korkut University of Applied Sciences and Arts
Northwestern Switzerland
Nina Krey Rowan University
Nynke van der Laan Tilburg University
Jennifer Locander University of Mississippi
Sandra M. C. Loureiro ISCTE- Instituto Universitário de Lisboa and
BRU
vii
viii InternationalXRConference2022
Adele Magnelli ETT Solutions
Cynthia Mejia University of Central Florida
Luis Miguel ISCTE- Instituto Universitário de Lisboa
Jorge Nascimento ISCTE- Instituto Universitário de Lisboa and
BRU
Mário Passos Ascenção Haaga-Helia AUS
Filipa Rosado-Pinto ISCTE- Instituto Universitário de Lisboa and
BRU
Alexandre L. Prim Cooperativa Central Ailos
Philipp A. Rauschnabel Universität der Bundeswehr Muenchen
Aline Simonetti Universitat de València
Anneroos R. Smink University of Amsterdam
Sebastian Stadler Hochschule Ansbach
Alasdair Swenson Manchester Metropolitan University
Aleksei Tepljakov Tallinn University of Technology
Mariapina Trunfio University of Naples Parthenope
Pasi Tuominen Haaga-Helia AUS
Shuang Wu Rowan University
Liangchao Xue Loughborough University
Contents
Marketing, Retail and Storytelling
What is the Metaverse? Challenges, Opportunities, Definition, and
Future Research Directions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
Justin Cho, Mandy Claudia tom Dieck, and Timothy Jung
“Opening and Closing Virtual Reality” The Effects of Openness on
Interpretation of and Attitude Towards Virtual Reality
Advertisements. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27
Stephen Smith, Marnix van Gisbergen, and Fabio Campos
AR In-Store Solutions for Different Fashion Retail Environments:
Retailers’ Perspectives . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 39
Liangchao Xue, Christopher J. Parker, and Cathryn A. Hart
How Cognitive Flexibility Affects Sense of Power in a Coffee Virtual
Setting: The Moderating Role of Personality Traits. . . . . . . . . . . . . . . . 52
Sandra Maria Correia Loureiro, João Guerreiro, and Joana Villar
The Great Unknown: How Brand Familiarity Affects the
Relationship Between Augmented Reality and Brand Attitude
in the Retail Industry. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 59
E. J. Morren, P. E. Ketelaar, and A. R. Smink
Augmented Reality (AR) Brand Storytelling: The Role of Flow
in Attitude Formation and Associative Learning . . . . . . . . . . . . . . . . . . 72
Zeph M. C. van Berlo and Dimitrios Stikos
Learning, Training, and Education
Mobile Augmented Reality for Learning Phonetics: A Review
(2012–2022) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 87
Rahma M. Tolba, Taha Elarif, Zaki Taha, and Ramy Hammady
ix
x Contents
MootinginVirtualReality:AnExploratoryStudyUsingExperiential
Learning Theory . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 99
Justin Cho, Timothy Jung, Kryss Macleod, and Alasdair Swenson
If You Believe, You Will Receive: VR Interview Training
for Pre-employment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 106
Anthony Kong, Ray Tak -Yin Hui, and Jeff Kai-Tai Tang
Models, Category and System
Foundational Models for Manipulation Activity Parsing . . . . . . . . . . . . 115
Daniel Beßler, Robert Porzel, Mihai Pomarlan, and Michael Beetz
Categorising Virtual Reality Content . . . . . . . . . . . . . . . . . . . . . . . . . . . 122
Ricard A. Gras
CDT-GEM: Conversational Digital Twin for Geographic Emergency
Management. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 134
Seungyoub Ssin, Junseong Bang, and Woontack Woo
Tourism and Cultural Heritage
Towards User Experience Guidelines for Mobile Augmented Reality
Storytelling with Historical Images in Urban Cultural Heritage . . . . . . 141
Silviu Vert, Oana Rotaru, Diana Andone, Miruna Antonica,
Adina Borobar, Ciprian Orhei, and Victor Holotescu
The Impact of Augmented and Virtual Reality for Sustainable
Tourism . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 148
Jorge Nascimento and Sandra Maria Correia Loureiro
Serious Game Reality and IndustrialMuseum: The ‘Bryant and May
Match Factory’ Project in the Peoples’ History Museum (UK) . . . . . . . 157
Timothy Jung, Mariapina Trunfio, and Salvatore Campana
Creating Virtual Reality Stories for Cultural Heritage Through
Student Contest . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 168
Diana Andone, Silviu Vert, Marius Tataru, Silviu Berzescu,
and Vlad Mihaescu
An Interactive and Immersive Walk-Through Experience of the
Digitally Reconstructed Southern Decumanus of Jerash Using 3D
Photogrammetric Processes and VR Technologies . . . . . . . . . . . . . . . . . 178
Nemeh Rihani
AStudyontheApplicationofHistoricBuildingInformationModeling
(HBIM) for XR Cultural Heritage Tourism. . . . . . . . . . . . . . . . . . . . . . 206
Jongwook Lee and Boram Kim
