Deconstructing immersion in the experience economy framework for immersive dining experiences through mixed reality.

Dai-In Danny Han, M Boerwinkel, M Haggis-Burridge, F Melissen

Research output: Contribution to journalArticleScientificpeer-review

1 Citation (Scopus)
29 Downloads (Pure)

Abstract

In this study, we test the immersive character in an interactive content narrative developed for Microsoft HoloLens 2 mixed reality glasses in the dining context. We use retrospective think aloud protocol (RTAP) and galvanic skin response (GSR) to explore different types of immersion that can be created through interactive content narratives. Leaning on the core dimensions of the experience economy, we expand the current understanding on the role of immersion through integration of four immersive experience facilitators. The study revealed that these immersive experience facilitators occur simultaneously and can be enhanced through interactive content narrative design. Perceived novelty and curiosity were identified as key determinants to keep consumers engaged in the immersive experience and engage with the content. The study verifies the use of galvanic skin response in combination with retrospective think aloud protocol as a suitable approach to measure emotional engagement potential in interpreting consumers’ recollection of immersive experiences.

Original languageEnglish
JournalFoods
Volume11
Issue number23
DOIs
Publication statusPublished - Dec 2022

Keywords

  • galvanic skin response
  • immersive experience
  • mixed reality
  • retrospective think aloud protocol

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