Value formation with immersive technologies: an activity perspective
Gulnar Nussipova, Fredrik Nordin, David Sörhammar · Journal of Business and Industrial Marketing · 2019
Purpose The purpose of this paper is to contribute a framework that explains how value is formed during the usage of immersive technologies in industrial contexts. Design/methodology/approach Drawing on activity theory and a customer-dominant logic, the authors tentatively develop an activity-centric framework for value formation enabled by physical and mental activities conducted by users of immersive technologies. The authors evaluate the framework through a case study focusing on the use of virtual reality (VR) in an industrial setting. Findings The findings from the case study illustrate the tentative framework and specify how it is enacted by users in the studied context through three physical activities constituted by a set of actions and reflected in five emotional responses. Research limitations/implications Both researchers and practitioners may use the framework presented in this paper as a guide for further academic and practical developments concerning the value of immersive technologies such as VR and augmented reality. Originality/value The activity-centric framework contributes a novel perspective to the literature on value formation enabled by immersive technologies.