Running head: USING VIRTUAL REALITY TECHNOLOGY FOR ONLINE SHOPPING Using Virtual Reality Technology for Online Shopping Literature Review and Proposal 1 USING VIRTUAL REALITY TECHNOLOGY FOR ONLINE SHOPPING 2 Table of Contents Literature Review………………………………………………………………………………....3 Proposal………………………………………………………………………………………...….5 Iteration 1: Requirements Gathering…………………………………………………...….7 Iteration 2: Analysis…………………………………………………………………....….7 Iteration 3: Presentation…………………………………………………………………...7 Iteration 4: Team Formation……………………………………………………………....8 References…………………………………………………………………………………………9 USING VIRTUAL REALITY TECHNOLOGY FOR ONLINE SHOPPING 3 Literature Review Evaluation of online shopping Barnes (2013) doubts the fact that online shopping is now the trending business. Other authors Ogilvie, Lindsey and Northington (2016) believe that the success to this is because of its convenience to the customer. Online shopping provides a lot of convenience (Ogilvie, Lindsey & Northington, 2016). The other factor that makes customers to favor online shopping is because of its favorable prices in comparison to the other regular businesses. It is evident that 85% of customers usually compare information about prices online, but still there is no sufficient evidence to show if this customer continues and buy the online products or they just continue to buy product in the regular street businesses (Zheng et al., 2017). The internet is of great benefit to any business because of the avoidance of long queues, but still people can argue that the time spent in the paying process, and waiting for the product to be delivered is still more time consuming and ineffective than the regular queuing process in street businesses. Fitterman (2013) say that buying a product in a regular store is better because you will not be told to wait for the product to be delivered. However, customer can buy products online at any time and at any place, it doesn’t matter if you are in the gym or at bed, and they can acquire a boost when the product is delivered (Celik, 2016). Online shopping is of great benefit because the consumer can still buy product even if he/she is so busy, and a research found that one third of customers buy products while they are in bed, with 46% of the customers bought their product during late hours but still customers know that they have the advantage of buying their needs 24 hours a day of every week. USING VIRTUAL REALITY TECHNOLOGY FOR ONLINE SHOPPING 4 Issues such as unawareness of security features, lack of product information and few payment methods are also thought to be some of the problems in regard to online shopping (Fang, Wen & Prybutok, 2016). It is unfortunate that 55% of the customers claimed that they experienced problems buying products online and they were dissatisfied. The top problems were said to be complications in the procedures for checking out. We should ensure that checking out is a simple procedure. If it becomes a complicated approach then the customers will abandon the process of purchase and find another alternative. Another issue is that if there is high shipping cost than the savings of the consumer, the consumers will become frustrated and leave the purchase. But still, the shipping cost can be removed by the use of voucher code websites (Hasan, 2016). Xu et al. (2014) states that a previous customer online purchase experience can have a great impact on the online shopping. If a customer had a great experience shopping online, then he/she will go back for more purchase. USING VIRTUAL REALITY TECHNOLOGY FOR ONLINE SHOPPING 5 Proposal My proposal is on the use of a virtual reality technology for online shopping for Bright Star Company located in New York that sells different products across the globe using their static online webpage. Virtual reality is a computer immersed environment where the 3-D images can be involved and observed as if they are real and physical by an individual using some special electronic head gear. Virtual reality is all about change in how business is conducted. Virtual reality can easily make shopping online look real even if it is not the real thing in the physical environment (Rai, Kannan & Ramanathan, 2017). We can observe that the Facebook 360, which is a new technology that is powered by Oculus usually, allows users to navigate 360-degree videos in their News Feed without using any headset. This Facebook technology has open virtual reality gateway for many other brands. For example, NARS makeup is now using the Facebook 360 technology to provide customers with a new method to try on makeup by the use of their smartphones. Other company such as UFC which is a Sundance Film Festival and news outlet is already using this platform in its daily business operation (Zheng et al., 2017). We still expect to see many other companies they will use the Facebook 360 technology to provide a way to research products and experiences virtually at any angle. Currently there are companies that already use a fully immersive virtual reality technology. Companies like Dior and Tommy Hilfiger have set up the virtual reality technology in which the customers use the virtual reality headset to observe 369-degree runway modeling shows, moreover they can also go behind the scenes with the models. Samsung has combined efforts with AT & T to provide a virtual reality experience to their customers in almost 133 USING VIRTUAL REALITY TECHNOLOGY FOR ONLINE SHOPPING 6 stores, by the use of the Samsung’s virtual reality headgear to immerse customers on a virtual Carnival Cruise. The big question is that why this technology not yet experienced in the online shopping market? Currently, the main problem may be the hardware to be used for this purpose. It is only a few customers that have invested on their own headsets. But the latest growing popularity of the Google cardboard and other low-cost and low technology solutions that can transform smartphone into headsets, we expect to observe virtual reality to start venturing into the ecommerce industry in the future (Laffont et al., 2016). Virtual Reality can open new possible door for cross-sells and up sells, as the customer strolls through a virtual reality store rather than being stack on a static web page (Xu et al., 2014). Virtual Reality has many advantages and all of these advantages will be applied in the upcoming virtual reality technology in online shopping that I propose. Some of the advantages of using virtual reality include the following: Training The consumers can be virtually trained on how to use the system and thus it will make their work easy during the purchase of the products. Conferencing The consumer can talk one on one with the employees as if they are in the same place and this will actually make communication easier between the customer and the organization. USING VIRTUAL REALITY TECHNOLOGY FOR ONLINE SHOPPING 7 Convenience The system will enable the organization to save a lot of time and money and also make work more convenient. In order to implement this project successfully it will be in line with 4 iterations which must be accomplished before anything else can take place. First Iteration: Requirements Gathering The first stage for any project to start usually is the foundation for any successful project is the requirements gathering stage. This stage includes a two-hour session interview with the top management and some of the supervisor of the company to get to the requirements that they want to be implemented and also to get know about the problems they have encountered with their current system, (Celik, 2016). Second Iteration: Analysis This stage usually involves an in-depth analysis of the requirements that have been observed in stage one. It is the foundation of how the system implementation process will be broken down into several modules to make the work much easier and more comprehensible, (Fang, Wen & Prybutok, 2016). Third Iteration: Presentation This is the stage where after coming up with a conclusion from all your gathering, you present all the details to the top management for them to approve the project and approve the funding of the project in order to come to come with a proper schedule for the start and finish date of the project, (Hasan, 2016). USING VIRTUAL REALITY TECHNOLOGY FOR ONLINE SHOPPING 8 Forth Iteration: Team Formation This is the stage that now different people can be chosen to implement the project. Special people with different expertise from different field such system designer, system analyst; developers are chosen with the aim of getting the best team to make the project successful with the allocated time frame, (Rai, Kannan & Ramanathan, 2017). Virtual Reality Technology for Online Shopping Iteration Diagram Iteration 1: Requirements gathering Plan Act Observe Reflect Iteration 2: Analysis Plan Act Observe Reflect Iteration 3: Presentation Iteration 4: Team Formation Plan Act Plan Act Observe Observe Reflect Reflect USING VIRTUAL REALITY TECHNOLOGY FOR ONLINE SHOPPING 9 References Celik, H. (2016). The Functionality of Online Shopping Site within the Customer Service Life Cycle: A Literature Review. In Encyclopedia of E-Commerce Development, Implementation, and Management (pp. 791-803). IGI Global. Fang, J., Wen, C. & Prybutok, V. R. (2016). Consumer heterogeneity, perceived value, and repurchase decision-making in online shopping: The role of gender, age, and shopping motives. Journal of Electronic Commerce Research, 17(2), 116. Hasan, B. (2016). Perceived irritation in online shopping: The impact of website design characteristics. Computers in Human Behavior, 54, 224-230. Laffont, P. Y., Martin, T., Gross, M., Tan, W. D., Lim, C. T., Au, A., & Wong, R. (2016, November). Rectifeye: a vision-correcting system for virtual reality. In SIGGRAPH ASIA 2016 Posters (p. 8). ACM. Ogilvie, J., Lindsey, K. & Northington, W. M. (2016). Examining Reactive Customer Engagement Strategies in Online Shopping Cart Abandonment: A Regulatory Fit Perspective. In Rediscovering the Essentiality of Marketing (pp. 755-756). Springer International Publishing. Rai, A., Kannan, R. J. & Ramanathan, S. (2017, January). Multi-user networked framework for virtual reality platform. In Consumer Communications & Networking Conference (CCNC), 2017 14th IEEE Annual (pp. 584-585). IEEE. USING VIRTUAL REALITY TECHNOLOGY FOR ONLINE SHOPPING 10 Xu, X., Li, Q., Peng, L., Hsia, T. L., Huang, C. J., & Wu, J. H. (2014). The impact of informational incentives and social influence on consumer behavior during Alibaba's online shopping carnival. Computers in Human Behavior, 76, 245-254. Zheng, X., Zheng, X., Lee, M., Lee, M., Cheung, C. M., & Cheung, C. M. (2017). Examining eloyalty towards online shopping platforms: The role of coupon proneness and value consciousness. Internet Research, 27(3), 709-726. 1 Running head: Project Title Using Virtual Reality Technology for Online Shopping Iteration one: Requirements Gathering 2 PROJECT TITLE Table of Contents Iteration One: Requirements Gathering….………………………………………………........... 3 Planning Stage…………………………………………………………………………………… 4 Action Stage……………………………………………………………………………………… 5 Observation Stage………………………………………………………………………………... 6 Reflection Stage…………………………………………………………………………………. 7 References……………………………………………………………………………………...... 9 3 PROJECT TITLE Using Virtual Reality Technology for Online Shopping Iteration 1 – Requirements Gathering Write 1-2 pages about requirements gathering related to your project title. Then start with planning stage Plan The plan section, as a minimum, is one page long, must use a prose writing style to describe all YOUR planned activities needed to accomplish your first iteration, and must represent approximately two weeks, or a minimum of 40 hours, of activity. THE PLAN HAS TO BE WRITTEN BEFORE ANY ACTION TAKES PLACE!!! The plan must include: • What tasks or activities are you planning to accomplish? o Description of each anticipated task for the iteration • How are you going to accomplish each identified task or activity? o Description of the resources needed to accomplish each task • What resources and people are involved in each task or activity? • What is the estimated duration of each task? • What is the expected result or objective of each task? o Why are you doing the task or activity? • What assumptions are you making about each task or activity? 4 PROJECT TITLE Answering all the typical questions of Who, What, Where, When, Why, and How for each task in the plan will provide a good foundation for an effective plan. For example, you are planning meetings; who should be invited and why, what topic(s) will be discussed, what is the purpose of the meeting or what do you intend to achieve, where is the meeting’s location, when is the meeting, and why is this meeting important. Moreover, what are the expected results from the meeting and how do you intend on achieving the results. If you develop an agenda for the meeting, either the agenda or the contents of the agenda would normally be included as part of the plan. Suggestion: Take extra time in developing a detailed Plan following the SMART Methodology, if you list five items in your plan, and then you carry those five elements into each activity for comments. For example, in the Plan you say ‘you plan on completing internet research’, then in the Action - you discuss the internet research, in the Outcomes - you list any specific outcomes or analysis resulting from the internet research, and then in the Reflections -you reflect on what you learned as a result of the internet research. The plan sets the stage for the entire iteration. THIS IS THE PLAN!!! PROJECT TITLE Action The action section, as the minimum, is one page long and must represent approximately two weeks, or a minimum of 40 hours, of activity. This section must describe the activities that actually took place during the iteration, but most importantly, the section must describe YOUR actions/activities during the iteration. For example, your actions included a brainstorming session; who attended (and who did not), was the agenda followed, were there additional items for discussion added, or did the agenda take the meeting in a different direction and what was the duration of the meeting. In some instances, this may be very similar to the meeting minutes. • What did YOU do? When did YOU do it? • How long did it take? • What resources did YOU need? Contact reporting. Any action(s) involving personal communications (e.g., an informal meeting, a hallway discussion or conversation, a telephone call, text message, etc.) used as part of your research requires documenting the participants. This means you must provide the first and last name, email address, phone number, address, and the employer’s name of each person involved in the personal communication. See Appendix A for the contact reporting form. Failure to disclose any or all the contact information may result in your inability to use the personal communication as part of your action research. 5 PROJECT TITLE 6 Observation This section, as the minimum, is one page long and must represent approximately two weeks, or a minimum of 40 hours, of activity Observations must include the analysis and outcomes or results of all actions/activities in the iteration with a focus on the analysis and outcomes or results from YOUR actions/activities. For example, your brainstorming session included documenting the information presented by each participant (the action). The observation or outcome from this action would be providing a list of all the brainstorming results or latent feedback from each participant. Additionally, you should include any analysis that would occur because of the brainstorming. PROJECT TITLE 7 Reflection The reflection section, as a minimum, is one page long and must represent approximately two weeks, or a minimum of 40 hours, of activity. This section is the most important section of your action research paper. The iteration’s reflection section must: • Examine what went well • Examine what did not go well • Explain what actions/processes could be improved • Provide a self-critique yourself as well as the processes you are applying • Provide a critique of processes you applied during the iteration • Identify any restrictions, limitations, and risks associated with the iteration and task accomplishment o For example, if one of the key participant was not available to attend the brainstorming session, you may want to think about how you will meet and gather information from that person (especially if the information is important to the process) 8 PROJECT TITLE References 1. 2. 3. 4. 5. 6. 7. 8.
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