Table 4. Average effect of AR versus VR...

Table 4.

Average effect of AR versus VR on consumer response

	AR					VR
Relationship	K	N	r_cw	Q	FSN	K	N	r_cw	Q	FSN	AR vs VR
Mental imagery	16	4,010	0.40*	421*	341	6	1,560	0.49*	198*	101	VR > AR
Decision comfort	11	2,850	0.48*	282*	211	5	1,490	0.36*	121*	89	VR < AR
User experience	41	10,250	0.41*	459*	1,478	10	2,960	0.52*	241*	196	VR > AR
Flow	28	7,121	0.37*	301*	629	9	2,650	0.51*	211*	214	VR > AR
Ease of use	19	4,860	0.51*	348*	467	9	2,560	0.39*	231*	201	VR < AR
Usefulness	14	3,580	0.49*	263*	295	7	1,561	0.40*	165*	109	VR < AR
Privacy concern	11	2,650	−0.28*	209*	198	4	890	−0.26*	84*	36	No significant difference
Perceived risk	16	4,110	−0.32*	379*	356	6	1,211	−0.30*	98*	42	No significant difference
Attitude	32	8,220	0.39*	858*	602	12	1,890	0.42*	312*	211	No significant difference
Satisfaction	41	10,890	0.47*	701*	1,321	13	1,991	0.50*	341*	245	No significant difference
Engagement	16	4,121	0.40*	308*	398	7	1,012	0.51*	210*	106	VR > AR
Behavioural response	67	16,589	0.48*	998*	1,058	22	3,210	0.42*	698*	612	VR< AR

	AR					VR
Relationship	K	N	r_cw	Q	FSN	K	N	r_cw	Q	FSN	AR vs VR
Mental imagery	16	4,010	0.40*	421*	341	6	1,560	0.49*	198*	101	VR > AR
Decision comfort	11	2,850	0.48*	282*	211	5	1,490	0.36*	121*	89	VR < AR
User experience	41	10,250	0.41*	459*	1,478	10	2,960	0.52*	241*	196	VR > AR
Flow	28	7,121	0.37*	301*	629	9	2,650	0.51*	211*	214	VR > AR
Ease of use	19	4,860	0.51*	348*	467	9	2,560	0.39*	231*	201	VR < AR
Usefulness	14	3,580	0.49*	263*	295	7	1,561	0.40*	165*	109	VR < AR
Privacy concern	11	2,650	−0.28*	209*	198	4	890	−0.26*	84*	36	No significant difference
Perceived risk	16	4,110	−0.32*	379*	356	6	1,211	−0.30*	98*	42	No significant difference
Attitude	32	8,220	0.39*	858*	602	12	1,890	0.42*	312*	211	No significant difference
Satisfaction	41	10,890	0.47*	701*	1,321	13	1,991	0.50*	341*	245	No significant difference
Engagement	16	4,121	0.40*	308*	398	7	1,012	0.51*	210*	106	VR > AR
Behavioural response	67	16,589	0.48*	998*	1,058	22	3,210	0.42*	698*	612	VR< AR

Note(s):

K is number of effect sizes; N is cumulative sample size; r_cw is reliability adjusted and sample size weighted correlation; Q is Q statistic; FSN is fail-safe N.^*p < 0.01

Source(s): Developed by the authors

[ViewLarge]

Sharing Unavailable