ЕФЕКТИ ИМЕРЗИВНИХ ТЕХНОЛОГИЈА НА ГЛОБАЛНУ ЕКОНОМИЈУ
Ključne reči:
имерзивне технологије, глобална економија, потрошачи, конкурентска предност
Sažetak
Проширена (АР), виртуелна (ВР) и мешовита стварност (МР) су врсте имерзивних технологија које стварају различита искуства спајањем физичког света са дигиталним или симулираном стварношћу. Ове технологије последњих година у савременом друштву све више проналазе своју примену у симулирању широког спектра активности у виртуелном окружењу. Примењују се у пословној, здравственој, едукативној, војној, али и у области културе и забаве. Са становишта глобалне економије имерзивне технологије постају релевантне на светском нивоу, све више се употребљавају као начин учења, обуке или извођења у скоро свим областима и на тај начин директно доприносе глобалном развоју.
Имерзивне технологије могу створити илузију додавањем виртуелног садржаја у стварни живот, док је свест корисника да није део стварног окружења сведена на минимум. У пословном контексту ове технологије могу омогућити јединствена и пријатна искуства потрошачима, који у окружењу изван реалности могу комуницирати са трговцима, имати мулти-сензорnu интеракцију са брендовима, или могућност да се директно укључе у дизајн производа. Оваква искуства имају утицај на ангажовање потрошача и на њихову коначну одлуку о куповини. Компаније које се одлуче за имплементирање оваквих технологија позиционираће се у умовима потрошача као иновативне, што им може обезбедити конкурентску предност на тржишту и веће приходе. Међутим, увођење имерзивних технологија носи и одређене ризике. Потребно је прецизно одредити облике технологије које су прилагођене одређеној области или циљном тржишту и бити информисан о свим баријерама које носе са собом, као што је неопходност набавке додатне опреме (хаптичке рукавице или случалице у случају виртуелне стварности). Имерзивне технологије су још увек у развоју, додатни урђаји су скупи и присутна је неизвесност колико ће бити распрострањене и доступне јавности. Међутим, њихов позитивни утицај на глобалну економију је неоспоран, а достизањем свог пуног потенцијала у блиској будућности ове технологије ће постати нераскидиви део модерног друштва.
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“Technological innovations transforming the consumer retail experience: A review of literature.” In Augmented reality and virtual reality, pages 133–143. Springer.
Ogden-Bames, Barclay 2015: Stephen Ogren–Bames, Danielle Barclay. “Store Sense
Reclaiming the Four Walls with Sensory.” https://www.yumpu.com/en/document/read/8414928/store-sense-reclaiming-the-four-walls-with-deakin-university (Приступљено: 23.11.2023).
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Lagerstam, Tuula Kärkkäinen, Kaisa Väänänen-Vainio-Mattila. “Expected user experience of mobile augmented reality services: A user study in the context of shopping centres.” Personal and Ubiquitous Computing. 17, 287–304.
Pantano, Di Pietro 2012: Eleonora Pantano, Loredana Di Pietro.Understanding Consumer’s
Acceptance of Technology-Based Innovations in Retailing. Journal of Technology Management and Innovation. 7(4), 1–19.
Papakonstantinidis, Kwiatek, Baltezarević 2021: Stavros Papakonstantinidis, Piotr Kwiatek,
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