Virtual Reality-Based Stimuli for Immersive Car Clinics: A Performance Evaluation Model

This study proposes a model to evaluate the performance of virtual reality-based stimuli for immersive car clinics. The model considered Attribute Importance, Stimuli Efficacy and Stimuli Cost factors and the method was divided into three stages: we defined the importance of fourteen attributes rele...

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Bibliographic Details
Published in:Big data and cognitive computing 2022-06, Vol.6 (2), p.45
Main Authors: Henriques, Alexandre Costa, Murari, Thiago Barros, Callans, Jennifer, Silva, Alexandre Maguino Pinheiro, Apolinario, Antonio Lopes, Winkler, Ingrid
Format: Article
Language:English
Subjects:
Automobile industry
automotive industry
Clinics
consumer experience
Cost control
Cost reduction
Customers
Efficiency
Feedback
industry 4.0
Manufacturers
Manufacturing
Marketing
marketing research
OEM
Performance evaluation
Product development
Prototypes
Research methodology
Stimuli
Vehicles
virtual car clinic
Virtual reality
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Summary:This study proposes a model to evaluate the performance of virtual reality-based stimuli for immersive car clinics. The model considered Attribute Importance, Stimuli Efficacy and Stimuli Cost factors and the method was divided into three stages: we defined the importance of fourteen attributes relevant to a car clinic based on the perceptions of Marketing and Design experts; then we defined the efficacy of five virtual stimuli based on the perceptions of Product Development and Virtual Reality experts; and we used a cost factor to calculate the efficiency of the five virtual stimuli in relation to the physical. The Marketing and Design experts identified a new attribute, Scope; eleven of the fifteen attributes were rated as Important or Very Important, while four were removed from the model due to being considered irrelevant. According to our performance evaluation model, virtual stimuli have the same efficacy as physical stimuli. However, when cost is considered, virtual stimuli outperform physical stimuli, particularly virtual stimuli with glasses. We conclude that virtual stimuli have the potential to reduce the cost and time required to develop new stimuli in car clinics, but with concerns related to hardware, software, and other definitions.
ISSN:2504-2289
2504-2289
DOI:10.3390/bdcc6020045