Measuring the appeal of mobility-augmented reality games, based on the innovative models of interaction: a case study

4Citations
Citations of this article
35Readers
Mendeley users who have this article in their library.

This article is free to access.

Abstract

This study presents the issues why gamers prefer mobility-augmented reality games to other types of game and what specific characteristics cause them to invest a large amount of their time on tireless game-play. Furthermore, the appeal of mobility-augmented reality games was studied to solve the above mentioned issues. Then, how human–computer interaction based on mobility-augmented reality games was promoted to create a new marketing mode was explored. Then, Pokémon GO, as the worldwide major mobility-augmented reality game, was selected as the research target in this study. The researcher interviewed 9 experts, collected 235 Knasei words from 33 articles, and surveyed 335 gamers through a questionnaire to collect the data about users’ preferences. A preference-based study was believed to disclose the motivated reasons for the appeal of mobility-augmented reality games. The researcher analyzed the gathered Kansei concepts and questionnaires using the two-stage procedures, including evaluation grid method (EGM) and Quantification Theory Type I. During the first stage the hierarchy of the relationship among the types of appeal factors, the reasons for users’ preferences, and the explicit design characteristics of Pokémon GO present the semantic structure of appeal and were determined using EGM through the accumulation of the review of articles and the interviews of experts. During the second stage the strongest two original evaluation items of Pokémon GO are determined as “social interaction” and “scenario interaction” based on the statistical analysis of Quantification Theory Type I, and their corresponding “upper-level” and “lower-level” considerations are proved to have influence on them. Finally, the paper found that the popularity of Pokémon GO can be ascribed to the design of the innovative models of game interaction, which targets the psychological preferences of gamers. This means that the interaction model between a customer and an enterprise can be developed outside the box and a new type of marketing can be formed. The study proved that the innovative models of interaction successfully drove gamers’ motivations to play Pokémon GO. Designers and researchers of mobility-augmented reality games can absorb important information through this study. This study enriches the field of mobile communication, online marketing, and human–computer interaction in cyberspace.

References Powered by Scopus

Kansei Engineering: A new ergonomic consumer-oriented technology for product development

1257Citations
N/AReaders
Get full text

Social interactions in massively multiplayer online role-playing gamers

692Citations
N/AReaders
Get full text

A mixed methods assessment of students' flow experiences during a mobile augmented reality science game

278Citations
N/AReaders
Get full text

Cited by Powered by Scopus

Applications Analyses, Challenges and Development of Augmented Reality in Education, Industry, Marketing, Medicine, and Entertainment

29Citations
N/AReaders
Get full text

Cool semantics of mini electric vehicles considering appearance attractive factors

3Citations
N/AReaders
Get full text

Enhancing students’ critical thinking and visualisation skills through mobile augmented reality

2Citations
N/AReaders
Get full text

Register to see more suggestions

Mendeley helps you to discover research relevant for your work.

Already have an account?

Cite

CITATION STYLE

APA

Shen, K. S. (2019). Measuring the appeal of mobility-augmented reality games, based on the innovative models of interaction: a case study. SN Applied Sciences, 1(12). https://doi.org/10.1007/s42452-019-1763-y

Readers' Seniority

Tooltip

PhD / Post grad / Masters / Doc 9

53%

Lecturer / Post doc 5

29%

Professor / Associate Prof. 3

18%

Readers' Discipline

Tooltip

Engineering 5

33%

Business, Management and Accounting 4

27%

Computer Science 3

20%

Social Sciences 3

20%

Save time finding and organizing research with Mendeley

Sign up for free