Abstract

With the rise of Virtual Reality (VR) in recent years, these systems have become cheaper and more accessible for consumers and researchers. Virtual Reality (VR) meanwhile has proven to be a useful tool in the field of behavior research, especially when looking at shopping behavior and decision making. This thesis improves on the existing "Lädl" supermarket environment and merges it with the functionality to track the consumer’s physical smartphone screen, implementing an aspect of the real world into an otherwise virtual environment, which is known as Augmented Virtuality (AV). This way, consumer studies can be conducted in order to measure the impact of nutrition-based health apps. To further increase immersion, an extension to the market design process has been added in the form of the ModelCreator, a 3D-editor which provides modelling support to create more sophisticated products for the market. Finally, the Augmented Virtuality (AV) smartphone was implemented in a game environment where it is used to solve riddles in order to provide some sense to how it can be gamificated and used in future game development. iv

Results/Implementation/Project Description

Conclusion

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