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The impact of virtual, augmented and mixed reality technologies on the customer experience

机译：虚拟，增强和混合现实技术对客户体验的影响

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摘要

The arrival of Virtual-Reality, Augmented-Reality, and Mixed-Reality technologies is shaping a new environment where physical and virtual objects are integrated at different levels. Due to the development of portable and embodied devices, together with highly interactive, physical-virtual connections, the customer experience landscape is evolving into new types of hybrid experiences. However, the boundaries between these new realities, technologies and experiences have not yet been clearly established by researchers and practitioners. This paper aims to offer a better understanding of these concepts and integrate technological (embodiment), psychological (presence), and behavioral (interactivity) perspectives to propose a new taxonomy of technologies, namely the "EPI Cube". The cube allows academics and managers to classify all technologies, current and potential, which might support or empower customer experiences, but can also produce new experiences along the customer journey. The paper concludes with theoretical and managerial implications, as well as a future research agenda.
机译：虚拟现实，增强 - 现实和混合现实技术的到来正在塑造一个新的环境，其中物理和虚拟对象被集成在不同的级别。由于便携式和体现设备的开发，以及高度互动，物理虚拟连接，客户体验景观正在发展成为新型的混合体验。然而，研究人员和从业者尚未明确建立这些新现实，技术和经验之间的界限。本文旨在更好地了解这些概念和整合技术（实施例），心理（存在）和行为（互动）观点，提出了一种新的技术分类，即“EPI立方体”。 Cube允许学者和经理分类所有技术，当前和潜力，这可能支持或赋予客户体验，但也可以在客户旅程中产生新的体验。本文以理论和管理的影响为止，以及未来的研究议程。

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