Sociability in Virtual Reality: Evaluations of Three Iterative Application Versions along a Design Science Research Process

Jani Holopainen, Osmo Mattila, Petri Parvinen, Essi Pöyry, Tuure Tuunanen

Research output: Contribution to journalArticleScientificpeer-review

Abstract

This study investigates sociability in the context of immersive Virtual Reality (VR). A Design Science Research process was applied, and three iterative development versions of a VR application were studied. Sociability around the technology was investigated with two theoretical perspectives: social presence and social interactions. The results of qualitative interviews and observations as well as a quantitative experiment are combined to make a proposal for four design principles enhancing the beneficial sociability of VR systems. These principles address the importance of ease-of-use and personalization in the activation of a customer, customer empowerment and emancipation through familiarization, creating real-world connections and surprising content, as well as adding informative elements and streamlining the customer encounter and service process. The proposed design principles are empirically linked through social behaviors and emotions to cognitive outcomes representing beneficial sociability, e.g., improved customer motivation, willingness-to-share, value communications, co-creation, and co-innovation.
Original languageEnglish
Article number4
Pages (from-to)1-21
Number of pages21
JournalACM Transactions on Social Computing
Volume4
Issue number1
DOIs
Publication statusPublished - 2021
MoE publication typeA1 Journal article-refereed

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