Role Of Augmented Reality Research Articles

Comparing the effectiveness of augmented reality and anatomical atlases in student preparation for neuroanatomy dissection

Anatomy teachers urge students to come to education sessions at the dissection rooms as well-prepared as possible. To effectuate optimal preparation, assignments are designed to guide the students’ learning processes. These assignment often include the use of anatomical figures in atlases. The role of augmented reality (AR) applications in helping students prepare for body donor-based teaching sessions at the dissection rooms remains quite elusive. Therefore, this study examines the effects of the use of an AR application compared to the use of anatomical atlases in helping students (n = 28) prepare for a neuroanatomy session at the dissection rooms with prosections. The study shows that students from both groups showed a similar improvement in anatomy test scores. The amount of experienced cognitive engagement, however, is higher in the experimental AR group. Based on these results, it can be suggested that an AR application is a valid method to help students prepare and could be an alternative to the use of anatomical atlases. Nevertheless, future studies should re-investigate this research question in larger cohorts. Also, it remains unknown whether cognitive engaged students are indeed the students who are better prepared for educational sessions at the dissection rooms.

Role of Augmented Reality in Improving Remote Technical Support in Nigeria

Purpose: The aim of the study was to evaluate the role of augmented reality in improving remote technical support in Nigeria. Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: The integration of Augmented Reality (AR) in remote technical support in Nigeria has significantly enhanced troubleshooting efficiency by allowing technicians to visualize issues in real-time, providing immediate and interactive guidance. This technology has improved customer satisfaction by reducing downtime and accelerating resolution processes, making support more accessible, especially in remote areas. Additionally, AR has contributed to cost reduction by minimizing the need for physical technician visits and extensive in-person training sessions. Unique Contribution to Theory, Practice and Policy: Technology acceptance model (TAM), media richness theory (MRT) & cognitive load theory (CLT) may be used to anchor future studies on role of augmented reality in improving remote technical support in Nigeria. Implement AR solutions to provide remote technicians with detailed, real-time visual overlays that guide diagnostic and repair processes. Formulate policies that establish standards for AR technology in remote technical support. This includes guidelines for data security, privacy, and interoperability to ensure that AR solutions are safe, reliable, and can work seamlessly with other technologies.

Role of augmented reality and virtual reality from the Indian healthcare education perspective - A systematic review.

Augmented reality (AR) and virtual reality (VR), are upcoming technologies with considerable potential to revolutionizing healthcare education, enhancing patient safety, and improving healthcare quality particularly in the Indian context. This review is conducted to view the current scenario of Indian context considering the impact of COVID-19. The current systematic review study was done following PRISMA 2020 guidelines using the key terms "Augmented Reality," "Virtual Reality," "Healthcare," and "India." Only the PubMed database was selected based on its reputation and authenticity, which is the only limitation of this study and strength. Both qualitative and quantitative methods are used for synthesis of results. In Indian context, 12 (1.7%) and 36 (2.2%) articles related to AR and VR were found, respectively. Six abstracts could not be retrieved, and after screening abstracts, three were found not suitable in VR and eight were found duplicate. A total of 30 articles were considered for this review. 18 (50%) were original, 12 (33.3%) were review, and 6 (16.7%) were other articles. 03 (8.3%), 21 (58.3%), and 12 (33.3%) articles were related to AR, VR, and both AR and VR, respectively. Considering the single database search and six unretrievable abstract, AR, VR, mixed reality (MR), soft e-skin, and extended reality (XR) technologies have the potential to revolutionize healthcare education and training, reducing real-life errors and improving patient safety. Although the Indian healthcare sector only contributes 1.7-2.2% to PubMed publications related to AR and VR.. The review was not registered.

The role of augmented reality in the customer shopping experience

Purpose This article aims to explore the potential of augmented reality (AR) to enhance the customer shopping experience in the furniture industry. It aims to investigate how AR mobile apps can be used to provide a hedonic and utilitarian shopping experience for customers. Design/methodology/approach W administered an online questionnaire to 180 customers of the company “Cubitte Concept” (www.cubitteconcept.com), which specializes in the manufacture and design of furniture. This company allowed us to contact these customers to disseminate the questionnaire for gathering relevant information. Data collection lasted approximately three months, from July 3rd to October 5th, 2023, yielding 150 valid responses, which represented 85% of all collected questionnaires. The small sample size is justified by the problem of access to our target group, who are reluctant to be questioned in any way and try at all costs to protect their opinions and privacy. The following table describes the main characteristics of the sample. Findings The results indicate that customer experience, with its three hedonic, cognitive and utilitarian dimensions – along with interactivity, performance expectancy and effort expectancy – have a significant impact on purchase intention. Research limitations/implications The limitations of this investigation may open up future avenues of research where we can further explore the impact of AR technology on customer experience and purchase intention in other sectors, as well as study the moderating effects individual, social and cultural factors. Practical implications While the practical implications can help retailers develop effective strategies for integrating AR into their online shopping experiences. By understanding the potential benefits and challenges associated with AR, retailers can make informed decisions about its implementation and design effective AR applications that improve customer engagement and satisfaction. Therefore, these findings present an opportunity for a comprehensive understanding of how AR influences consumer behavior, empowering stakeholders to refine and optimize their AR marketing strategies. Notably, in Tunisia, AR usage is commonplace in the furniture industry. However, based on this study’s insights, we advocate for broader adoption and integration of AR across diverse sectors, including education, tourism, ready-to-wear and beyond. Originality/value This study presents a unique and novel analysis of AR in the furniture industry and contributes to the current understanding of the use of technology to enhance the customer experience and provide recommendations to professionals looking to implement augmented reality in their marketing strategy.

The Role of Augmented Reality in Enhancing the Retail Shopping Experience

Abstract: Augmented Reality (AR) technology has emerged as a transformative tool with the potential to revolutionize the retail industry. This paper delves into the role of AR in enhancing the retail shopping experience by examining its impact on traditional retail environments, customer engagement, and purchasing behavior. Through a comprehensive analysis of current applications and case studies, this paper highlights the ways in which AR is reshaping the retail landscape. Moreover, it discusses the challenges facing widespread adoption of AR in retail and explores future prospects for this technology.

The Role of Augmented Reality (AR) in Education

The Role of Augmented Reality (AR) in Education

The role of augmented reality in shaping purchase intentions and WOM for luxury products

The literature examining the influence of augmented reality (AR)-driven experiences on consumer outcomes in retail is at an emerging stage, with little investigation conducted in the context of luxury products. Leveraging the affect-as-information theory and the stimulus-organism–response framework, this study examines the influence of AR-driven application experience for luxury brands on consumers’ affective responses (flow, emotional involvement, and pleasure), and cognitive responses (trust and experience satisfaction). These, in turn, enhance behavioural responses, in the form of purchase intention and word of mouth. The effects are tested for products with different levels of tactile input requirement. The current study sensitizes luxury brands about the important role of AR-based applications in driving product sales and the emergence of modern technologies as part of omnichannel strategies.

Understanding Treatment Anxiety and Utility of Mixed Media Educational Tools in Radiation Oncology Consultation: A Qualitative Study

Anxiety and adjustment disorders are prevalent in cancer patients, especially at the initiation of treatment, which may be alleviated by improved communication at initial consultation. The purpose of this study is to explore patients' needs in how radiation consultation may improve treatment-related anxiety and the role of multimedia visual tools. Eight patients previously treated with partial or whole breast irradiation at our institution were interviewed in a semi-structured manner at a median of 1.54 months (range 0.13 - 12.42) after they completed radiation. Interview questions included expectations prior to consultation, experience of consultation and treatment, and the role of augmented reality or multimedia tools. Two independent reviewers performed an inductive, thematic analysis to generate themes and subthemes (inter-rater reliability = 0.79). Four main themes were identified in thematic analysis: information expectations, anxiety, personalized education, and visual aids. Patients described preconceptions of radiation, desire for greater volume of information, importance of repetition from providers, benefit of seeing treatment set-up during simulation, and frustrations with the breath-holding process. Anxiety was related to fear of the unknown, difficulty remembering information when anxious, difficulty asking questions, and ambiguity of information worth worrying about. Patients expressed a desire for personalized education, including accounting for prior health conditions, varying health literacy, preference for individualized presentations, and minimizing extraneous input from those not on the healthcare team. Patients desired visuals during consultation, favored 3D technology over 2D mediums, acknowledged differences in learning style, and preferred an interactive component of patient education done in conjunction with visual tools. While verbal consultation process provides valuable education regarding radiation treatment, patients continue to experience anxiety attributed to fear of the unknown. Augmenting the standard initial consultation with interactive visual aids, particularly in the form of a 3D medium, may enhance the patient experience at time of consultation. The results of this study will inform the development of a patient educational tool and clinical study named Curie therapy User eXperience (CurieUx) to be used during radiation oncology consultations.

The Role of Augmented Reality in The Online Shopping Experience: How Can Clothing Brands Use Mobile Augmented Reality Applications to Offer a More Immersive Shopping Experience to Their Customers?.

This study aims to explore the potential of augmented reality (AR) in enhancing the online shopping experience for customers of clothing brands. It investigates the effective utilization of mobile AR applications by clothing brands to offer a more immersive and interactive shopping experience. This research fills a void in the literature concerning the specific application of AR in the clothing industry, making it a crucial contribution.

The Role of Augmented Reality in Digital Marketing Strategy

The online business environment is constantly changing and companies have to adapt and find new ways in which they can reach and understand their customers. The increased penetration of the Internet, extensive use of social media, and the development of new technologies can present both opportunities and threats. This paper aims at presenting how the current status of the digital business environment impacts marketing strategy and how the implementation of Augmented Reality (AR) can help companies overcome the current challenges and gain a competitive advantage.

The Role of Augmented Reality in the Advancement of Minimally Invasive Surgery Procedures: A Scoping Review.

The purpose of this review was to analyze the evidence on the role of augmented reality (AR) in the improvement of minimally invasive surgical (MIS) procedures. A scoping literature search of the PubMed and ScienceDirect databases was performed to identify articles published in the last five years that addressed the direct impact of AR technology on MIS procedures or that addressed an area of education or clinical care that could potentially be used for MIS development. A total of 359 studies were screened and 31 articles were reviewed in depth and categorized into three main groups: Navigation, education and training, and user-environment interfaces. A comparison of studies within the different application groups showed that AR technology can be useful in various disciplines to advance the development of MIS. Although AR-guided navigation systems do not yet offer a precision advantage, benefits include improved ergonomics and visualization, as well as reduced surgical time and blood loss. Benefits can also be seen in improved education and training conditions and improved user-environment interfaces that can indirectly influence MIS procedures. However, there are still technical challenges that need to be addressed to demonstrate added value to patient care and should be evaluated in clinical trials with sufficient patient numbers or even in systematic reviews or meta-analyses.

The role of augmented reality in redefining e-tailing: A review and research agenda

Augmented reality (AR) is gaining acceptance in the electronic retailing (e-tailing) industry as it enhances the online shopping experience by offering immersive product information. Considering the growing interest of practitioners and scholars in this emerging field, this review aims to synthesize the extant literature, review the conceptual foundations and methodologies, and uncover the drivers, barriers, and consequences crucial to AR usage in e-tailing. Additionally, we utilize this review as an opportunity to map the research gaps and pose interesting research questions on theory development, the context of existing studies, characteristics, and methodological approaches.

The Role of Augmented Reality in the Next Phase of Surgical Education.

Concomitant with such a shift toward competency-based curricula, there has been increasing adoption of surgical simulation coupled with virtual, mixed, and augmented reality. These technologies have become more commonplace across multiple surgical disciplines, in domains such as preoperative planning, surgical education, and intraoperative navigation. However, there is a relative paucity of literature pertaining to the application of this technology to plastic surgery education. This review outlines the advantages of mixed and augmented reality in the pursuit of an ideal simulation environment, their benefits for the education of plastic surgery trainees, and their role in standardized assessments. In addition, we offer practical solutions to commonly encountered problems with this technology. Augmented reality has tremendous untapped potential in the next phase of plastic surgery education, and we outline steps toward broader implementation to enhance the learning environment for our trainees and to improve patient outcomes.

Marie’s ChemLab: A Mobile Augmented Reality Game to Teach Basic Chemistry to Children

Digital games are widely used in education to motivate students for science. In parallel, the role of augmented reality (AR) in education is increasing. This paper introduces Marie’s ChemLab: a marker-less handheld AR application in which K-12 students learn about science. In Marie’s ChemLab, users perform interactions in their physical environment using virtual AR objects displayed on a handheld device. The utilized interaction concept is based on the TrainAR framework (Blattgerste et al, 2021), which originally was envisioned for procedural AR training and layered feedback mechanisms. The original framework has been enhanced to support gamified interactions with virtual objects, specifically for K-12 students. In total, 239 early secondary school students played the final application as part of a larger study. The usability score indicated marginally acceptable usability, and the application was successfully implemented in a classroom setting.

Travel before you actually travel with augmented reality – role of augmented reality in future destination

ABSTRACT The current study of Augmented Reality technology aims to understand consumers’ behavioural aspects toward tourism destination intentions in the current situation of a pandemic. Augmented Reality’s role has significantly influenced consumers’ intentions to travel in the future, yielding fruitful results for academics and managers. The technology readiness index, technology acceptance model, quality, Augmented Reality psychological engagement, attitude, and enjoyment were used to assess consumer behaviour. The final data analysis included 484 respondents, who provided insights into the use of Augmented Reality technology. The findings suggest that Augmented Reality aspects influence tourists who want to travel, tour, and realize their desired destination intention in the future. The conceptual framework’s overarching theories with Augmented Reality aspects provide relevant findings across the fulcrum of tourism research.

The role of augmented reality in revitalizing the tourist space of the built heritage via perception

Successive Technological innovations have provided new possibilities for activating tourism in the built heritage sites. Augmented reality (AR) technology is considered is emerging as one of the technologies witnessing great demand from the authorities concerned with the places of built heritage. Therefore, there is a need to study this technology and its potential to improve the perception of the tourist space in order to activate it in tourism where this topic was not covered in previous studies. The aim of the research is to develop a theoretical framework that explains the perceptual aspect of augmented reality and its role in revitalizing the tourist space of the built heritage. The research thus goes to review previous studies on the relationship between built heritage and augmented reality technology, then it presents the basic concepts about revitalizing the tourist space and the perceptual aspects of augmented reality technology, indicators of the conceptual framework are extracted and discussed. The framework represents a tool in enhancing the design and construction of augmented reality models for the built heritage, as well as the possibility of using it to assess the perceptual aspect of these models with the aim of revitalizing the tourist space.

Role of Augmented Reality in Changing Consumer Behavior and Decision Making: Case of Pakistan

Marketers and advertisers ignore new technology and diverse marketing tactics when attempting to increase product exposure, customer engagement, customer behavior and buying intention in fashion accessory marketplaces in developing countries. This research sought to discover how the Augmented Reality (AR) experience influenced consumer behavior, buying intention and pleasure when purchasing a fashion item in developing countries. This study employs positivist ideas to investigate the connections between various factors, believing that reality is unwavering, stable, and static. Experiential marketing following stimulus exposure will gather cross-sectional data. The undertaken study has developed proper experimental design (within group) from business innovation models, for instance, uses and gratification and user experience models. User experience is disclosed by its four defining characteristics: hedonic quality (identification and simulation), aesthetic quality, and pragmatic quality. After encountering an enhanced user experience, users have a more favorable attitude about purchasing; in contrast, pleasure from using the application directly impacts buying intention. It was also shown that knowledge of AR apps impacts user experience and attitude. The novelty of this research is multifarious, for instance, the smart lab was used as a marketing technology to explore a virtual mirror of the Ray-Ban products. Secondly, the augmented reality experiential marketing activities have been developed by the developers as bearing in mind the four different aspects of the user experience—haptic, hedonic, aesthetic, and pragmatic. It should be functional, simple to learn and use, symmetrical, pleasant, and appealing, while fulfilling the unconscious emotional elements of a customer’s purchase. The research is the first known study in Pakistan to evaluate the influence of augmented reality on consumer proficiency and its consequent effects on attitude and satisfaction for fashion accessory brands. The research also advances the notion that application familiarity is the most important moderator between attitude and an augmented reality-enriched user experience, contradicting the prior studies, which focus on gender and age. This research has important theoretical implications for future researchers, who may wish to replicate the proposed final model in developed and developing countries’ fashion brands. This research also has imperative managerial implications for brand managers and marketing managers, who could include the recommendations of this study in their marketing strategies.

The ARt of Inequality: A Youth Social Justice Exhibition in Augmented Reality

The substantive development in the role of augmented reality (AR) technologies in public spaces provides new opportunities for digital arts and arts activism as a means of increasing awareness of critical social issues. However, because of the digital divide and dominant narratives in the museum, there is an existing racial and socioeconomic gap in (digital) art, activism education, and museum curation. In this paper we present a curriculum that aims to empower high-school-aged youth from minoritized backgrounds through art activism in museum spaces via the development and exhibition of augmented reality art pieces that address social justice issues relevant to youth interests and experiences.

The Impact of Co-Creating Through AR in Retail Stores on Purchase Intentions

With the broad diffusion of technology in the past few decades, there has been a shift in power from sellers to buyers. Marketers can no longer offer a product to the customer without considering their input in the development, customisation, and personalisation of the product. Innovative companies are learning how to co-create with their customers in order to understand what they want and how they want it. In this paper, the authors examine the role of augmented reality (AR) technology in co-creation and the effect it has on customer perceived risk, trust and purchase intent. A 2x2x2 factorial experimental design was used and followed up with an attitudinal survey measuring perceived risk, trust, and purchase intent. The results show that AR reduces perceived risk, increases perceived trust and purchase intent, thus providing evidence that AR may be more than just a novelty technology in today's evolving business environment.

The Role of Augmented Reality (AR) and Virtual Reality (VR) in Enhancing Customer Experiences within CRM Systems

The Role of Augmented Reality (AR) and Virtual Reality (VR) in Enhancing Customer Experiences within CRM Systems