[Research Seminar] Immersive Technology and Consumer Experience: Benefits and Perils – Helen Chun, Associate Professor of Service Marketing, Cornell University
| Seminar Title: | Immersive Technology and Consumer Experience: Benefits and Perils |
| Speakers: | Helen Chun – Associate Professor of Service Marketing, Cornell University |
| Time: | Tuesday, April 4, 2023 | 2:30 – 4:30 PM |
| Venue: | I201 – Peace Room, VinUniversity |
About the Seminar
This project aims to examine the benefits and perils of immersive technologies such as virtual reality (VR), augmented reality (AR), and Matterport 3D virtual tours in enhancing consumer engagement and purchase intentions in the retail and hospitality industry. We find that immersive and interactive technologies can significantly enhance consumer engagement, purchase/booking intentions, and overall consumer experiences. However, these technologies may backfire more severely than less immersive technologies when consumers are presented with too many choice options, due to experiential overload (analogous to a cognitive overload). Furthermore, our research findings suggest that while immersive and interactive technologies can enhance the overall consumer experience, they may also reduce the sense of exclusivity consumers feel toward high-end experiences, potentially harming consumers’ luxury experiences and negatively impacting brand perceptions. The findings from this research contribute to the emerging stream of research on consumer experiences and immersive technologies and offer implications for retail, services, and hospitality strategies by guiding managers with the optimal adoption and use of immersive technologies. Expedia and Koridor were partners of this research project.
About the Speaker
Professor Helen Chun is an associate professor of services marketing and a consumer psychologist who creates behavioral insights on managing and enhancing consumer experiences. She is particularly passionate about studying customer experience design elements including the role of emotions, branding, and emerging media/digital technology. Her ongoing work also examines the societal and global impacts of collaborative consumption, corporate social responsibility initiatives, and prosocial and sustainable behaviors. Her research papers have been published in leading marketing and services journals, such as Journal of Marketing, Journal of Consumer Psychology, Journal of Service Research, and Service Science.
