Evaluation of user experience in augmented reality mobile applications
Abstract
Globalization, technological development and a dynamic business environment influence the change of customer information demands. It becomes vital for organizations to find out the customer demand change and discover technological solutions to satisfy these demands. One of these technologies is augmented reality, which connects real and digital environments by expanding it with digitally coded information which is decoded by using a specific device. As this type of technology enables the changing information needs of customers to be met faster, organizations are increasingly using these technological solutions to achieve a variety of purposes: to position products innovatively, increase product awareness, create added value for the customer, increase sales. However, organizations often face the challenge of evaluating commercial augmented reality mobile applications in user experience. A two-case study has been selected to evaluate the user experience of augmented reality commercial mobile applications and provide recommendations for their development to address this issue. In this research, such methods as scoping scientific literature review, expert evaluation, and user experience questionnaire method were used. The study has identified the main factors influencing the positive user experience: the explicit purpose of the application, easy to use and learn, smooth operation, imaginative information presentation, and interactivity.
First published online 29 December 2020
Keyword : augmented reality, mobile application, technology, user, user experience, evaluation
How to Cite
Davidavičienė, V., Raudeliūnienė, J., & Viršilaitė, R. (2021). Evaluation of user experience in augmented reality mobile applications. Journal of Business Economics and Management, 22(2), 467-481. https://doi.org/10.3846/jbem.2020.13999
This work is licensed under a Creative Commons Attribution 4.0 International License.
References
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Billinghurst, M., Clark, A., & Lee, G. (2015). A survey of augmented reality. Human-Computer Interaction, 8(2–3), 73–272. https://doi.org/10.1561/1100000049
Bulearca, M., & Tamarjan, D. (2010). Augmented reality: A Sustainable marketing tool? Global Business and Management Research, 2(2–3), 237–252.
Capuano, N., Gaeta, A., Guarino, G., Miranda, S., & Tomasiello, S. (2016). Enhancing augmented reality with cognitive and knowledge perspectives: A case study in museum exhibitions. Behaviour & Information Technology, 35(11), 968–979. https://doi.org/10.1080/0144929X.2016.1208774
Carmigniani, J., Furht, B., Anisetti, M., Ceravolo, P., Damiani, E., & Ivkovic, M. (2011). Augmented reality technologies, systems and applications. Multimedia Tools and Applications, 51(1), 341–377. https://doi.org/10.1007/s11042-010-0660-6
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Dacko, S. G. (2017). Enabling smart retail settings via mobile augmented reality shopping apps. Technological Forecasting and Social Change, 124, 243–256. https://doi.org/10.1016/j.techfore.2016.09.032
Davidavičienė, V., Raudeliūnienė, J., & Viršilaitė, R. (2019). User experience evaluation and creativity stimulation with augmented reality mobile applications. Creativity Studies, 12(1), 34–48. https://doi.org/10.3846/cs.2019.3576
Delgado Méndez, L., Del Moral Ávila, C., Del Moral Ávila, M. J., Tapia García, J. M., Valverde Palacios, I., & Valverde Espinosa, I. (2019). Fuzzy multicriteria for determining reasonable adjustment in housing. Technological and Economic Development of Economy, 25(3), 421–446. https://doi.org/10.3846/tede.2019.7456
Dey, A., Billinghurst, M., Lindeman, R. W., & Swan, J. E. (2016). A systematic review of usability studies in augmented reality between 2005 and 2014. In 2016 IEEE International Symposium on Mixed and Augmented Reality (ISMAR-Adjunct) (pp. 49–50). Merida. https://doi.org/10.1109/ISMAR-Adjunct.2016.0036
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Dünser, A., & Billinghurst, M. (2011). Evaluating augmented reality systems. In Handbook of Augmented Reality (pp. 289–307). Springer. https://doi.org/10.1007/978-1-4614-0064-6_13
Georgiou, Y., & Kyza, E. A. (2017). The development and validation of the ARI questionnaire: An instrument for measuring immersion in location-based augmented reality settings. International Journal of Human Computer Studies, 98, 24–37. https://doi.org/10.1016/j.ijhcs.2016.09.014
Guimarães, M. P., & Martins, V. F. (2014). A checklist to evaluate augmented reality applications. In 2014 XVI Symposium on Virtual and Augmented Reality (pp. 45–52). Piata Salvador, Brazil. IEEE. https://doi.org/10.1109/SVR.2014.17
Hinderks, A., Schrepp, M., Domínguez Mayo, F. J., Escalona, M. J., & Thomaschewski, J. (2019). Developing a UX KPI based on the user experience questionnaire. Computer Standards and Interfaces, 65, 38–44. https://doi.org/10.1016/j.csi.2019.01.007
Huang, T. L., & Liu, F. H. (2014). Formation of augmented-reality interactive technology’s persuasive effects from the perspective of experiential value. Internet Research, 24(1), 82–109. https://doi.org/10.1108/IntR-07-2012-0133
Javornik, A. (2016). Augmented reality: Research agenda for studying the impact of its media characteristics on consumer behaviour. Journal of Retailing and Consumer Services, 30, 252–261. https://doi.org/10.1016/j.jretconser.2016.02.004
Kipper, G., & Rampolla, J. (2012). Augmented reality: An emerging technologies guide to AR (1st ed.). Syngress.
Klepek, M., & Starzyczná, H. (2018). Marketing communication model for social networks. Journal of Business Economics and Management, 19(3), 500–520. https://doi.org/10.3846/jbem.2018.6582
Ko, S. M., Chang, W. S., & Ji, Y. G. (2013). Usability principles for augmented reality applications in a smartphone environment. International Journal of Human-Computer Interaction, 29(8), 501–515. https://doi.org/10.1080/10447318.2012.722466
Laine, T. H., & Suk, H. J. (2016). Designing mobile augmented reality exergames. Games and Culture, 11(5), 548–580. https://doi.org/10.1177/1555412015572006
Liao, T. (2016). Is it “augmented reality”? Contesting boundary work over the definitions and organizing visions for an emerging technology across field-configuring events. Information and Organization, 26(3), 45–62. https://doi.org/10.1016/j.infoandorg.2016.05.001
Majid, N. A. A., Mohammed, H., & Sulaiman, R. (2015). Students’ perception of mobile augmented reality applications in learning computer organization. Procedia – Social and Behavioral Sciences, 176, 111–116. https://doi.org/10.1016/j.sbspro.2015.01.450
Mota, J. M., Ruiz-Rube, I., Dodero, J. M., & Arnedillo-Sánchez, I. (2018). Augmented reality mobile app development for all. Computers & Electrical Engineering, 65, 250–260. https://doi.org/10.1016/j.compeleceng.2017.08.025
Nam, Y. (2015). Designing interactive narratives for mobile augmented reality. Cluster Computing, 18(1), 309–320. https://doi.org/10.1007/s10586-014-0354-3
Nazri, N. I. A. M., & Rambli, D. R. A. (2014). Current limitations and opportunities in mobile augmented reality applications. In 2014 International Conference on Computer and Information Sciences (ICCOINS) (pp. 1–4). Kuala Lumpur. IEEE. https://doi.org/10.1109/ICCOINS.2014.6868425
Oleksy, T., & Wnuk, A. (2016). Augmented places: An impact of embodied historical experience on attitudes towards places. Computers in Human Behavior, 57, 11–16. https://doi.org/10.1016/j.chb.2015.12.014
Pantano, E., Rese, A., & Baier, D. (2017). Enhancing the online decision-making process by using augmented reality: A two country comparison of youth markets. Journal of Retailing and Consumer Services, 38, 81–95. https://doi.org/10.1016/j.jretconser.2017.05.011
Raudeliūnienė, J., & Davidavičius, S. (2017). A conceptual model of assessment of knowledge transfer to consumer. Business, Management and Education, 15(2), 174–195. https://doi.org/10.3846/bme.2017.387
Raudeliūnienė, J., Davidavičienė, V., Tvaronavičienė, M., & Jonuška, L. (2018). Evaluation of advertising campaigns on social media networks. Sustainability, 10(4), 1–14. https://doi.org/10.3390/su10040973
Rauschnabel, P. A., Rossmann, A., & Dieck, M. C. (2017). An adoption framework for mobile augmented reality games: The case of Pokémon Go. Computers in Human Behavior, 76, 276–286. https://doi.org/10.1016/j.chb.2017.07.030
Rese, A., Baier, D., Geyer-Schulz, A., & Schreiber, S. (2017). How augmented reality apps are accepted by consumers: A comparative analysis using scales and opinions. Technological Forecasting and Social Change, 124, 306–319. https://doi.org/10.1016/j.techfore.2016.10.010
Santoso, H. B., Schrepp, M., Isal, R. Y. K., Utomo, A. Y., & Priyogi, B. (2016). Measuring user experience of the student-centered e-learning environment. The Journal of Educators Online, 13(1), 1547–500. https://doi.org/10.9743/JEO.2016.1.5
Schrepp, M., Hinderks, A., & Thomaschewski, J. (2014). Applying the user experience questionnaire (UEQ) in different evaluation scenarios. In A. Marcus (Ed.), Design, user experience, and usability. Theories, methods, and tools for designing the user experience (pp. 383–392). Springer, Cham. https://doi.org/10.1007/978-3-319-07668-3_37
Schrepp, M., Hinderks, A., & Thomaschewski, J. (2017a). Construction of a benchmark for the user experience questionnaire (UEQ). International Journal of Interactive Multimedia and Artificial Intelligence, 4(4), 40–44. https://doi.org/10.9781/ijimai.2017.445
Schrepp, M., Hinderks, A., & Thomaschewski, J. (2017b). Design and evaluation of a short version of the User Experience Questionnaire (UEQ-S). International Journal of Interactive Multimedia and Artificial Intelligence, 4(6), 103–108. https://doi.org/10.9781/ijimai.2017.09.001
Sekhavat, Y. A. (2016). KioskAR: An augmented reality game as a new business model to present artworks. International Journal of Computer Games Technology, 2016, 7690754. https://doi.org/10.1155/2016/7690754
Wafa, S. N., & Hashim, E. (2016). Adoption of mobile augmented reality advertisements by brands in Malaysia. Procedia – Social and Behavioral Sciences, 219, 762–768. https://doi.org/10.1016/j.sbspro.2016.05.077
Wang, C.-H., Chiang, Y.-C., & Wang, M.-J. (2015). Evaluation of an augmented reality embedded online shopping system. Procedia Manufacturing, 3, 5624–5630. https://doi.org/10.1016/j.promfg.2015.07.766
Weking, A. N., Suyoto, S., & Santoso, A. J. (2020). A development of augmented reality mobile application to promote the traditional Indonesian food. International Journal of Interactive Mobile Technologies (IJIM), 14(9), 248–257. https://doi.org/10.3991/ijim.v14i09.11179
Yoon, S. A., Elinich, K., Wang, J., Steinmeier, C., & Tucker, S. (2012). Using augmented reality and knowledge-building scaffolds to improve learning in a science museum. International Journal of Computer-Supported Collaborative Learning, 7(4), 519–541. https://doi.org/10.1007/s11412-012-9156-x
Zavadskas, E. K. (1987). Kompleksnaya otsenka i vybor resursosberegayushchikh resheniy v stroitel’stve [Complex estimation and choice of resource saving decisions in construction]. Mokslas. (In Russian).
Zavadskas, E. K., Bausys, R., & Mazonaviciute, I. (2019). Safety evaluation methodology of urban public parks by multi-criteria decision making. Landscape and Urban Planning, 189, 372–381. https://doi.org/10.1016/j.landurbplan.2019.05.014
Zeng, S., & Xiao, Y. (2018). A method based on topsis and distance measures for hesitant fuzzy multiple attribute decision making. Technological and Economic Development of Economy, 24(3), 969–983. https://doi.org/10.3846/20294913.2016.1216472
Zhuang, Z. Y., Su, C. R., & Chang, S. C. (2019). The effectiveness of if-madm (Intuitionistic-fuzzy multi-attribute decision-making) for group decisions: Methods and an empirical assessment for the selection of a senior centre. Technological and Economic Development of Economy, 25(2), 322–364. https://doi.org/10.3846/tede.2019.8399
Albertazzi, D., Okimoto, M. L., & Ferreira, M. G. G. (2012). Developing an usability test to evaluate the use of augmented reality to improve the first interaction with a product. Work, 41(Suppl 1), 1160–1163. https://doi.org/10.3233/WOR-2012-0297-1160
Azuma, R. T. (1997). A survey of augmented reality. Teleoperators and Virtual Environments, 6(4), 355–385. https://doi.org/10.1162/pres.1997.6.4.355
Berryman, D. R. (2012). Augmented reality: A review. Medical Reference Services Quarterly, 31(2), 212–218. https://doi.org/10.1080/02763869.2012.670604
Beskese, A., Kahraman, C., Ender Buyukbay, S., & Bozbura, F. T. (2018). An intuitionistic fuzzy multiexpert and multi-criteria system for effective performance management. Technological and Economic Development of Economy, 24(6), 2179–2201. https://doi.org/10.3846/tede.2018.6462
Billinghurst, M., Clark, A., & Lee, G. (2015). A survey of augmented reality. Human-Computer Interaction, 8(2–3), 73–272. https://doi.org/10.1561/1100000049
Bulearca, M., & Tamarjan, D. (2010). Augmented reality: A Sustainable marketing tool? Global Business and Management Research, 2(2–3), 237–252.
Capuano, N., Gaeta, A., Guarino, G., Miranda, S., & Tomasiello, S. (2016). Enhancing augmented reality with cognitive and knowledge perspectives: A case study in museum exhibitions. Behaviour & Information Technology, 35(11), 968–979. https://doi.org/10.1080/0144929X.2016.1208774
Carmigniani, J., Furht, B., Anisetti, M., Ceravolo, P., Damiani, E., & Ivkovic, M. (2011). Augmented reality technologies, systems and applications. Multimedia Tools and Applications, 51(1), 341–377. https://doi.org/10.1007/s11042-010-0660-6
Chi, H.-L., Kang, S.-C., & Wang, X. (2013). Research trends and opportunities of augmented reality applications in architecture, engineering, and construction. Automation in Construction, 33, 116–122. https://doi.org/10.1016/j.autcon.2012.12.017
Cianciarulo, D. (2015). From local traditions to “Augmented Reality”. The MUVIG museum of Viggiano (Italy). Procedia – Social and Behavioral Sciences, 188, 138–143. https://doi.org/10.1016/j.sbspro.2015.03.349
Dacko, S. G. (2017). Enabling smart retail settings via mobile augmented reality shopping apps. Technological Forecasting and Social Change, 124, 243–256. https://doi.org/10.1016/j.techfore.2016.09.032
Davidavičienė, V., Raudeliūnienė, J., & Viršilaitė, R. (2019). User experience evaluation and creativity stimulation with augmented reality mobile applications. Creativity Studies, 12(1), 34–48. https://doi.org/10.3846/cs.2019.3576
Delgado Méndez, L., Del Moral Ávila, C., Del Moral Ávila, M. J., Tapia García, J. M., Valverde Palacios, I., & Valverde Espinosa, I. (2019). Fuzzy multicriteria for determining reasonable adjustment in housing. Technological and Economic Development of Economy, 25(3), 421–446. https://doi.org/10.3846/tede.2019.7456
Dey, A., Billinghurst, M., Lindeman, R. W., & Swan, J. E. (2016). A systematic review of usability studies in augmented reality between 2005 and 2014. In 2016 IEEE International Symposium on Mixed and Augmented Reality (ISMAR-Adjunct) (pp. 49–50). Merida. https://doi.org/10.1109/ISMAR-Adjunct.2016.0036
Dhir, A., Al-Kahtani, M., Kharj, A., & Arabia, S. (2013). A case study on user experience (UX) evaluation of mobile augmented reality prototypes. Journal of Universal Computer Science, 19(8), 1175– 1196.
Dünser, A., & Billinghurst, M. (2011). Evaluating augmented reality systems. In Handbook of Augmented Reality (pp. 289–307). Springer. https://doi.org/10.1007/978-1-4614-0064-6_13
Georgiou, Y., & Kyza, E. A. (2017). The development and validation of the ARI questionnaire: An instrument for measuring immersion in location-based augmented reality settings. International Journal of Human Computer Studies, 98, 24–37. https://doi.org/10.1016/j.ijhcs.2016.09.014
Guimarães, M. P., & Martins, V. F. (2014). A checklist to evaluate augmented reality applications. In 2014 XVI Symposium on Virtual and Augmented Reality (pp. 45–52). Piata Salvador, Brazil. IEEE. https://doi.org/10.1109/SVR.2014.17
Hinderks, A., Schrepp, M., Domínguez Mayo, F. J., Escalona, M. J., & Thomaschewski, J. (2019). Developing a UX KPI based on the user experience questionnaire. Computer Standards and Interfaces, 65, 38–44. https://doi.org/10.1016/j.csi.2019.01.007
Huang, T. L., & Liu, F. H. (2014). Formation of augmented-reality interactive technology’s persuasive effects from the perspective of experiential value. Internet Research, 24(1), 82–109. https://doi.org/10.1108/IntR-07-2012-0133
Javornik, A. (2016). Augmented reality: Research agenda for studying the impact of its media characteristics on consumer behaviour. Journal of Retailing and Consumer Services, 30, 252–261. https://doi.org/10.1016/j.jretconser.2016.02.004
Kipper, G., & Rampolla, J. (2012). Augmented reality: An emerging technologies guide to AR (1st ed.). Syngress.
Klepek, M., & Starzyczná, H. (2018). Marketing communication model for social networks. Journal of Business Economics and Management, 19(3), 500–520. https://doi.org/10.3846/jbem.2018.6582
Ko, S. M., Chang, W. S., & Ji, Y. G. (2013). Usability principles for augmented reality applications in a smartphone environment. International Journal of Human-Computer Interaction, 29(8), 501–515. https://doi.org/10.1080/10447318.2012.722466
Laine, T. H., & Suk, H. J. (2016). Designing mobile augmented reality exergames. Games and Culture, 11(5), 548–580. https://doi.org/10.1177/1555412015572006
Liao, T. (2016). Is it “augmented reality”? Contesting boundary work over the definitions and organizing visions for an emerging technology across field-configuring events. Information and Organization, 26(3), 45–62. https://doi.org/10.1016/j.infoandorg.2016.05.001
Majid, N. A. A., Mohammed, H., & Sulaiman, R. (2015). Students’ perception of mobile augmented reality applications in learning computer organization. Procedia – Social and Behavioral Sciences, 176, 111–116. https://doi.org/10.1016/j.sbspro.2015.01.450
Mota, J. M., Ruiz-Rube, I., Dodero, J. M., & Arnedillo-Sánchez, I. (2018). Augmented reality mobile app development for all. Computers & Electrical Engineering, 65, 250–260. https://doi.org/10.1016/j.compeleceng.2017.08.025
Nam, Y. (2015). Designing interactive narratives for mobile augmented reality. Cluster Computing, 18(1), 309–320. https://doi.org/10.1007/s10586-014-0354-3
Nazri, N. I. A. M., & Rambli, D. R. A. (2014). Current limitations and opportunities in mobile augmented reality applications. In 2014 International Conference on Computer and Information Sciences (ICCOINS) (pp. 1–4). Kuala Lumpur. IEEE. https://doi.org/10.1109/ICCOINS.2014.6868425
Oleksy, T., & Wnuk, A. (2016). Augmented places: An impact of embodied historical experience on attitudes towards places. Computers in Human Behavior, 57, 11–16. https://doi.org/10.1016/j.chb.2015.12.014
Pantano, E., Rese, A., & Baier, D. (2017). Enhancing the online decision-making process by using augmented reality: A two country comparison of youth markets. Journal of Retailing and Consumer Services, 38, 81–95. https://doi.org/10.1016/j.jretconser.2017.05.011
Raudeliūnienė, J., & Davidavičius, S. (2017). A conceptual model of assessment of knowledge transfer to consumer. Business, Management and Education, 15(2), 174–195. https://doi.org/10.3846/bme.2017.387
Raudeliūnienė, J., Davidavičienė, V., Tvaronavičienė, M., & Jonuška, L. (2018). Evaluation of advertising campaigns on social media networks. Sustainability, 10(4), 1–14. https://doi.org/10.3390/su10040973
Rauschnabel, P. A., Rossmann, A., & Dieck, M. C. (2017). An adoption framework for mobile augmented reality games: The case of Pokémon Go. Computers in Human Behavior, 76, 276–286. https://doi.org/10.1016/j.chb.2017.07.030
Rese, A., Baier, D., Geyer-Schulz, A., & Schreiber, S. (2017). How augmented reality apps are accepted by consumers: A comparative analysis using scales and opinions. Technological Forecasting and Social Change, 124, 306–319. https://doi.org/10.1016/j.techfore.2016.10.010
Santoso, H. B., Schrepp, M., Isal, R. Y. K., Utomo, A. Y., & Priyogi, B. (2016). Measuring user experience of the student-centered e-learning environment. The Journal of Educators Online, 13(1), 1547–500. https://doi.org/10.9743/JEO.2016.1.5
Schrepp, M., Hinderks, A., & Thomaschewski, J. (2014). Applying the user experience questionnaire (UEQ) in different evaluation scenarios. In A. Marcus (Ed.), Design, user experience, and usability. Theories, methods, and tools for designing the user experience (pp. 383–392). Springer, Cham. https://doi.org/10.1007/978-3-319-07668-3_37
Schrepp, M., Hinderks, A., & Thomaschewski, J. (2017a). Construction of a benchmark for the user experience questionnaire (UEQ). International Journal of Interactive Multimedia and Artificial Intelligence, 4(4), 40–44. https://doi.org/10.9781/ijimai.2017.445
Schrepp, M., Hinderks, A., & Thomaschewski, J. (2017b). Design and evaluation of a short version of the User Experience Questionnaire (UEQ-S). International Journal of Interactive Multimedia and Artificial Intelligence, 4(6), 103–108. https://doi.org/10.9781/ijimai.2017.09.001
Sekhavat, Y. A. (2016). KioskAR: An augmented reality game as a new business model to present artworks. International Journal of Computer Games Technology, 2016, 7690754. https://doi.org/10.1155/2016/7690754
Wafa, S. N., & Hashim, E. (2016). Adoption of mobile augmented reality advertisements by brands in Malaysia. Procedia – Social and Behavioral Sciences, 219, 762–768. https://doi.org/10.1016/j.sbspro.2016.05.077
Wang, C.-H., Chiang, Y.-C., & Wang, M.-J. (2015). Evaluation of an augmented reality embedded online shopping system. Procedia Manufacturing, 3, 5624–5630. https://doi.org/10.1016/j.promfg.2015.07.766
Weking, A. N., Suyoto, S., & Santoso, A. J. (2020). A development of augmented reality mobile application to promote the traditional Indonesian food. International Journal of Interactive Mobile Technologies (IJIM), 14(9), 248–257. https://doi.org/10.3991/ijim.v14i09.11179
Yoon, S. A., Elinich, K., Wang, J., Steinmeier, C., & Tucker, S. (2012). Using augmented reality and knowledge-building scaffolds to improve learning in a science museum. International Journal of Computer-Supported Collaborative Learning, 7(4), 519–541. https://doi.org/10.1007/s11412-012-9156-x
Zavadskas, E. K. (1987). Kompleksnaya otsenka i vybor resursosberegayushchikh resheniy v stroitel’stve [Complex estimation and choice of resource saving decisions in construction]. Mokslas. (In Russian).
Zavadskas, E. K., Bausys, R., & Mazonaviciute, I. (2019). Safety evaluation methodology of urban public parks by multi-criteria decision making. Landscape and Urban Planning, 189, 372–381. https://doi.org/10.1016/j.landurbplan.2019.05.014
Zeng, S., & Xiao, Y. (2018). A method based on topsis and distance measures for hesitant fuzzy multiple attribute decision making. Technological and Economic Development of Economy, 24(3), 969–983. https://doi.org/10.3846/20294913.2016.1216472
Zhuang, Z. Y., Su, C. R., & Chang, S. C. (2019). The effectiveness of if-madm (Intuitionistic-fuzzy multi-attribute decision-making) for group decisions: Methods and an empirical assessment for the selection of a senior centre. Technological and Economic Development of Economy, 25(2), 322–364. https://doi.org/10.3846/tede.2019.8399