Year: 2019
Type: article
Abstract: The mass customization (MC) toolkit is the major enabler of relational value for consumers.Not a new concept, but nascent in the context of the MC co-design experience, mixed reality (MR) merges the real and virtual world.While the literature extols the significance of MR components -augmented reality (AR) and virtual reality (VR) -in manufacturing, IT, education and, to a limited extent, retail, few if any studies address its relevance to MC and the consumer's perceived value of the co-design experience.Is a mixed reality configurator viable as the enabler of relational benefit in the consumer co-design experience?With visual and feedback features critical to the structure of successful webbased configurators, what characteristics must a MR toolkit possess to deliver optimal experiential value to the MC consumer?What is the nature of the MR toolkit and its bearing upon perceived complexity, control and enjoyment of the co-design process?Are these perceptions the most relevant to consider in designing a MC toolkit utilizing MR technology?This conceptual paper attempts to define a mixed reality toolkit and explore its potential influence on the consumer's perception of value of the MC co-design experience in the mixed reality context. .
Authors: Frances Turner, Ian Welch
Institutions: Bucknell University, Menlo College
Language: English
Subfield: Management of Technology and Innovation
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W2955055729