Paying attention in metaverse: an experiment on spatial attention allocation in extended reality shopping

• Published in: Information technology & people (West Linn, Or.) Vol. 36; no. 8; pp. 255 - 283
• Main Authors: Chen, Juan, Xi, Nannan, Pohjonen, Vilma, Hamari, Juho
• Format: Journal Article
• Language: English
• Published: West Linn Emerald Publishing Limited 18.12.2023; Emerald Group Publishing Limited
• Subjects: Attention deficits; Augmentation; Augmented reality; Bias; Cognitive bias; Cognitive functioning; Consumers; Experiments; Head movement; Head movements; Imbalance; Immersive technology; Information systems; Information technology; Perceptions; Retail stores; Shopping; Spatial attention; Technology; Virtual reality; United States > US; Information seeking; Mixed reality; Virtual reality; Information processing; Immersive technology; Cognition; Gamification; Augmented reality
• DOI: 10.1108/ITP-09-2021-0674
• ISSN: 0959-3845

PurposeMetaverse, that is extended reality (XR)-based technologies such as augmented reality (AR) and virtual reality (VR), are increasingly believed to facilitate fundamental human practice in the future. One of the vanguards of this development has been the consumption domain, where the multi-modal and multi-sensory technology-mediated immersion is expected to enrich consumers' experience. However, it remains unclear whether these expectations have been warranted in reality and whether, rather than enhancing the experience, metaverse technologies inhibit the functioning and experience, such as cognitive functioning and experience.Design/methodology/approachThis study utilizes a 2 (VR: yes vs no) × 2 (AR: yes vs no) between-subjects laboratory experiment. A total of 159 student participants are randomly assigned to one condition — a brick-and-mortar store, a VR store, an AR store and an augmented virtuality (AV) store — to complete a typical shopping task. Four spatial attention indicators — visit shift, duration shift, visit variation and duration variation — are compared based on attention allocation data converted from head movements extracted from recorded videos during the experiments.FindingsThis study identifies three essential effects of XR technologies on consumers' spatial attention allocation: the inattention effect, acceleration effect and imbalance effect. Specifically, the inattention effect (the attentional visit shift from showcased products to the environmental periphery) appears when VR or AR technology is applied to virtualize the store and disappears when AR and VR are used together. The acceleration effect (the attentional duration shift from showcased products to the environmental periphery) exists in the VR store. Additionally, AR causes an imbalance effect (the attentional duration variation increases horizontally among the showcased products).Originality/valueThis study provides valuable empirical evidence of how VR and AR influence consumers' spatial bias in attention allocation, filling the research gap on cognitive function in the metaverse. This study also provides practical guidelines for retailers and XR designers and developers.