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Comparison of Single-Wall Versus Multi-Wall Immersive Environments to Support a Virtual Shopping Experience
Mechanical Engineering Conference Presentations, Papers, and Proceedings
  • Patrick E. Carlson, Iowa State University
  • Carl J. Kirpes, Iowa State University
  • Ryan A. Pavlik, Iowa State University
  • Judy M. Vance, Iowa State University
  • Livien Yin, Reed College
Document Type
Conference Proceeding
ASME 2011 World Conference on Innovative Virtual Reality
Publication Date
(45.4654542, 9.186515999999983)
With the proliferation of large screen stereo display systems, major consumer product manufacturers are using this technology to test marketing ideas on consumers. One of the performance factors that is of interest to retailers or manufacturers of retail products is the ability of consumers to quickly and easily locate their products within a retail store. Virtual reality technology can be used to create a virtual store that is easily reconfigurable as a test environment for consumer feedback. The research presented in this paper involves a study that compares the use of a multi-wall immersive environment to a single-wall immersive environment. Users were given a list of products to find in the virtual store. A physical mockup of a shopping cart was created and instrumented in order to be used to navigate throughout the virtual store. The findings indicate that participants in the five-wall immersive environment were significantly faster in locating the objects than the participants using the one-wall immersive environment. In addition, participants in the five-wall condition reported that the shopping cart was easier to use than in the one-wall condition. This study indicates that the use of multiple walls to provide an increased sense of immersion improves the ability of consumers to locate items within a virtual shopping experience.
Copyright Owner
Citation Information
Patrick E. Carlson, Carl J. Kirpes, Ryan A. Pavlik, Judy M. Vance, et al.. "Comparison of Single-Wall Versus Multi-Wall Immersive Environments to Support a Virtual Shopping Experience" Milan, Italy(2011)
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