虚拟现实购物

原文作者Marco Speicher 单位German Research Center for Artificial Intelligence

摘要：与传统的零售商店相比，在线购物具有许多优势，例如开放时间不受限制，并且更加注重功能。但这伴随着复杂的分类，有限的产品可视化和沉浸感。虚拟现实（VR）有可能创造新的购物体验，结合电子商务站点和传统的实体店的优势。我们根据购买行为和客户频率分析了在线商店和正式商店的主要特征。此外，我们设计并实现了沉浸式WebVR在线购买环境，旨在保留在线商店的优势，例如搜索功能和可用性，同时专注于购物体验和沉浸感。该VR商店原型是在案例研究中针对虚拟现实购物体验（VRSE）模型进行评估的。下一步是对下一代VR商店进行分类、调查和评估，包括产品交互和导航技术以及商店和产品表示形式。

关键词：电子购物1； VR2； 虚拟现实3；沉浸式交互4

与传统零售商店相反，在线购物提供了许多优势，例如开放时间不受限制，并且更加注重功能。但这伴随着复杂的分类，有限的产品可视化和沉浸感。虚拟现实（VR）有可能创造新的购物体验，结合电子商务网站和传统实体店的优势。我们研究了在线和互联网的主要特征购买行为和顾客频率等方面。此外，我们设计并实现了身临其境的WebVR在线购买环境并旨在保留在线功能，例如搜索功能和可用性，同时专注对购物的体验和沉浸感。这个VR商店原型在有关VR的案例研究中进行了评估可行性的现实购物体验（VRSE）模型。 下一步是分类调查和数据评估下一代VR商店，包括产品互动和导航技术，以及商店和产品展示。

指数Terms：以人为本的计算-用户研究；人类-中心计算—虚拟现实

当前的网上商店可能是有效的，但没有提供足够的身临其境的购物体验。不只是在线或弹出式商店的技术发生了变化，零售数字化的租金浪潮带来了经济利益，他们也改变了策略，随着零售商越来越多更加重视客户满意度和购物体验。 这就是为什么它已经投入越来越多的原因。在最近几年和几十年的研究中提高了性能以及网店用户界面的可用性。 但是，这只是对于此类用户界面的性能同样重要顾客的满意和购物经验对专业人士来说在适当且支持的情况下向用户提供交互性和信息的方式。 当前的在线商店通常仅提供普通2D内容（例如产品照片或广告视频）并使用简单2D接口，主要以经典方式与鼠标一起使用和家用PC上的键盘。在这里，产品销售在聚光灯下，必须尽快找到产品为了方便和提高效率。 这个重点来了，代价是它会导致搜索功能受限，混乱产品可视化。 虽然常见的基于列表的方法

使用滚动或基于页面的导航可以具有良好的可用性评级，尤其是在搜索产品时，它从商店实际“ 3D世界”，而忽略了用户体验和沉浸感，尤其是随着用户数量的增加产品和类别。

虚拟现实（VR）商店可能会从其第三维度受益和3D界面（例如3D图形或自然隐喻）。 这是声称在VR中购物可提供更好的购物体验，比二维电子商务系统和3D应用程序对于电子商务是可行的。 更清晰的内容介绍和更多适应性强的用户界面，专为以下任务而设计

可能会导致更积极的消费者反馈和购物体验。VR系统最近在零售领域的使用以商业应用的形式变得越来越重要，并且被认为是-出现新趋势（例如eBay，梅西百货、土星）。但是，那里缺乏用户友好和直观的用户界面以及交互功能技术，以及与以前的基础发现相关联

VR，3DUI和HCI的研究。因此，这项工作着重于开发与评估新颖沉浸式VR购物的乐趣

体验，旨在包括互联网和在线的主要优势购物。主要目标是进一步探索高效且用户友好的交互技术和用户界面，以及面向应用程序的商店展示形式不同类型的商品（例如家具，电子产品或杂货）。适销对路的消费者输入和输出设备的影响将关于任务执行情况和用户的详细检查为了支持未来的设计师和开发商的偏好

VR商店提供指导和经验教训。

沉浸式虚拟环境中的导航和对象操纵条目（IVE）是通用的交互任务。即使他们是研究的重点，仍然没有通用且合适的解决方案存在基于VR的环境和商用硬件。3D输入互动需要更复杂的技术，因此导致更高程度的用户工具和工作负载，例如随着身心需求或需求感的增加因此当3D选择在虚拟现实中获得更好的效果时姿势舒适。 一个虚拟现实场景示例3D对象操作任务可能是家具布置应用。 由于3D的一项常见任务是交互，我们探讨了任务表现和用户对空中互动的偏好在使用3D家具对象的3D对接任务实验中。

实验结果表明，平移和旋转精度高。参会受益于大投影的使用，而参与者就用户体验和任务工作量而言，首选HMD。除了在IVE中进行交互之外，我们还探讨了IVE的主要特征

关于顾客购物行为的正式和正式商店频率。自我定位并在肢体运动中找到产品

与搜索功能相比，零售店是一个众所周知的问题-网上商店的便利。 常见的现代零售商店直到10,000平方米，提供100,000多种产品。 我们介绍了ProductFinder ，这是一种智能的产品信息零售环境中用于放置交互式公共展示的系统为了使实体零售商店具备搜索功能并使其与在线商店具有可比性。填补购物者和我们设计并实施了在线购物与在线购物之间的链接

身临其境的VR在线购物环境，旨在保留在线商店的好处，例如搜索功能和

可用性，同时关注购物体验，清晰度和沉浸感。 通过触摸三维，VR提供了更高级的可视化形式，可以增加顾客的满意程度和购物经验。我们进一步-推出了虚拟现实购物体验（VRSE）模型并基于ProductFinder 的产品数据库和空间布局，以及根据VRSE模型对其进行了评估。结果显示我们的主观反馈（用户体验和可用性）系统高于平均水平overall。 此外，寻找结合语音输入在WebVR在线商店中使用的产品VR输出被证明是考虑任务性能的最佳选择（速度，错误率）和用户偏好（可用性，用户体验，沉浸，眩晕）。

使用VRSE模型，我们将继续开发和评估最新和新颖的VR商店概念，以便获得关于如何优化购物体验的可行见解，以及性能。 我们将进一步研究是否VR购物应该以虚拟形式描绘现实生活中的体验，或者设计基于af的新颖体验的宽恕虚拟介质。因此，我们基于以下内容创建了VR购物概念同构和非同构交互技术的研究和存储使用消费者和可销售的输入和输出的表示设备。在这种情况下，同构表征现实世界中的交互作用及其效果之间的映射在虚拟环境中。同构技术是支持更自然，非同构的技术，使用户能够使用“超自然”的隐喻操纵物体，例如克服追踪空间的限制或解剖学限制。 分开从商店导航中，产品的选择和操作应被视为VR中最重要的交互之一购物环境。 在这里，将进行一项研究，使用虚拟技术比较同构选择并通过使用跟踪的手部激光牵引光束进行非同构保持运动控制器。作为文本输入（例如，用于产品搜索）是另一种交互类型，应进行更详细的研究。

对于VR商店，基于选择的文本输入的实证分析VR将使用消费类硬件进行。下一代VR商店也需要拥有更大的视觉外观的意识，包括商店和产品的代表观点。当我们开发新的VR商店原型时，我们将立足于从实际数据和数字中收集的经验数据模型，从先前的工作中进行的研究。现有的大多数VR应用程序尝试准确地模拟传统商店，但他们没有尝试解决这些商店的局限性。这方面的一个例子是习惯约定同一产品的多个实例，因此无需多次展示相同的产品。建议将公寓用作购物环境，其中的产品是位于一般买家期望他们的位置

例如在厨房的冰箱里。下一步是比较我们的零售店基于更抽象可视化的方法

（例如，澳大利亚eBay）或现有本地人的一对一卖场

我们想回答以下研究

问题：

bull;同构概念是否提供了更高的虚拟现实商店-熟悉的ping体验（VRSE），或者可以用户适应非同构方法？

bull;哪种商店表示形式更适合哪种商品

（例如，家具，房地产和

电子产品，杂货虚拟农场等）？

最后，我们创建一个分类法以将VR商店分类为制定不同类型的商品并制定设计准则基于网络开发VR购物环境来自的发现所有实验结果。

外文文献出处：2018年IEEE虚拟现实和3D用户界面（VR）会议

附外文文献原文

Shopping in Virtual Reality

Marco Speicher*

German Research Center for Artificial Intelligence (DFKI)Saarland Informatics Campus (SIC)

ABSTRACT

In contrast to traditional retail stores, online shopping offers many advantages, such as unlimited opening hours and a stronger focus on functionality. But this is accompanied by a complex categorization,limited product visualization and immersion. Virtual Reality (VR)has the potential to create new shopping experiences that combine the advantages of e-commerce sites and conventional brick-and-mortar shops. We examined the main features of online and offline shops in terms of buying behavior and customer frequency. Further-more, we designed and implemented an immersive WebVR online purchasing environment and aimed to retain the benefits of online

shops, such as search functionality and availability, while focusing on the shopping experience and immersion. This VR shop prototype was evaluated in a case study with respect to the Virtual Reality

Shopping Experience (VRSE) model. The next step is to classify,investigate and evaluate the next generation of VR shops, including product interaction and navigation techniques, as well as store and

product representations.

Index Terms:

Human-centered computing—User Studies; Human-centered computing—Virtual Reality

1 INTRODUCTION AND REL ATED WORK

Current online shops may be functional and efficient, but do not offer enough of an immersive shopping experience [2]. Not only have technological changes in online or pop-up shops, and the cur-rent wave of digitization of the retail brought economic benefits, they also caused a change in strategy, with retailers increasingly placing greater emphasis on customer satisfaction and the shopping experience. This is why it has already been invested increasingly in research in recent years and decades to improve the performance and usability of online shopsrsquo; user interfaces. However, it is just as important for the performance of such user interfaces as it is for the customerrsquo;s satisfaction and shopping experience to provide the user with interactivity and information in an appropriate and sup-portive manner. Current online shops usually only offer ordinary 2D

content (e.g. product photos or advertising videos) and use simple 2D interfaces, which are mainly used in a classic way

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Shopping in Virtual Reality

Marco Speicher*

German Research Center for Artificial Intelligence (DFKI)Saarland Informatics Campus (SIC)

ABSTRACT

In contrast to traditional retail stores, online shopping offers many advantages, such as unlimited opening hours and a stronger focus on functionality. But this is accompanied by a complex categorization,limited product visualization and immersion. Virtual Reality (VR)has the potential to create new shopping experiences that combine the advantages of e-commerce sites and conventional brick-and-mortar shops. We examined the main features of online and offline shops in terms of buying behavior and customer frequency. Further-more, we designed and implemented an immersive WebVR online purchasing environment and aimed to retain the benefits of online

shops, such as search functionality and availability, while focusing on the shopping experience and immersion. This VR shop prototype was evaluated in a case study with respect to the Virtual Reality

Shopping Experience (VRSE) model. The next step is to classify,investigate and evaluate the next generation of VR shops, including product interaction and navigation techniques, as well as store and

product representations.

Index Terms:

Human-centered computing—User Studies; Human-centered computing—Virtual Reality

1 INTRODUCTION AND REL ATED WORK

Current online shops may be functional and efficient, but do not offer enough of an immersive shopping experience [2]. Not only have technological changes in online or pop-up shops, and the cur-rent wave of digitization of the retail brought economic benefits, they also caused a change in strategy, with retailers increasingly placing greater emphasis on customer satisfaction and the shopping experience. This is why it has already been invested increasingly in research in recent years and decades to improve the performance and usability of online shopsrsquo; user interfaces. However, it is just as important for the performance of such user interfaces as it is for the customerrsquo;s satisfaction and shopping experience to provide the user with interactivity and information in an appropriate and sup-portive manner. Current online shops usually only offer ordinary 2D

content (e.g. product photos or advertising videos) and use simple 2D interfaces, which are mainly used in a classic way with mouse and keyboard on the home PC. Here, the product sales are in the spotlight, and products must be found as quickly as possible forthe sake of convenience and conversion rates. This focus comes at a cost as it leads to limited search functionality, confusion and product visualization [4]. While the common list-based approach using scrolling or page-based navigation can have good usability ratings, especially in the search for products, it abstracts from the actual “3D world” of a store and neglects the important aspect of

user experience and immersion, especially with increasing number of products and categories.

A virtual reality (VR) shop could benefit from its third dimensionand 3D interfaces such as 3D graphics or natural metaphors. It is e-mail: marco.speicher@dfki.de

Figure 1: Important aspects and dimensions of shopping in VR.claimed that shopping in VR offers a better shopping experience than two-dimensional e-commerce systems and that 3D applications are feasible for e-commerce [6]. Clearer content presentation and more adaptive user interfaces, which are designed for the tasks at hand, could lead to more positive consumer feedback and shopping experience. The use of VR systems in the retail sector has recently gained importance in the form of commercial applications and is be-coming a new trend (e.g. eBay). However, thereis a lack of user-friendly and intuitive user interfaces and interaction

techniques, as well as a connection to previous findings from basic research on VR, 3DUI and HCI. This work therefore focuses on the development and evaluation of novel and immersive VR shopping experiences, aim to include the main advantages of offline and online shopping. The main goal is to take the next step in exploring novel, efficient and user-friendly interaction techniques and user interfaces, as well as application-oriented store representations with regard to the different types of goods (e.g. furniture, electronics or groceries).

The influence of marketable consumer input and output devices will be examined in more detail with regard to task performance and user preferences in order to support future designers and developers of VR shops with guidelines and lessons learned.

2 COMPLETED WORK

Navigation and object manipulation in immersive virtual environ- ments (IVEs) are universal interaction tasks. Even though they have been on the focus of research, still no universal and suitable solutions for VR-based environments and commodity hardware exist. 3D in-teraction requires more complex techniques, which consequently lead to a higher degree of user instrumentation and workload, such as increased physical and mental demand or frustration [3, 7], thus3D mid-air selection achieved better results in VR when the partic-ipants were in a comfortable pose [5]. One example VR scenario for a 3D object manipulation task could be a furniture arrangement application. As a common task in 3D is docking, we explored task performance and usersrsquo; preference of mid-air hand interaction in a 3D docking task experiment using 3D furniture objects [8].

The experimental results showed that translation and rotation precision benefits from the use of a large projection, while participantspreferred a HMD in terms of user experience and task workload.Besides interaction in IVEs, we explored the main characteristics of on- and offline shops with regard to customer shopping behavior and frequency [6]. Orientating oneself and finding products in physical retail stores is a well-known problem, in contrast

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