Abstract: |
This doctoral thesis investigates the role of certifications and immersive
technologies (ImTs) in the digital transformation of enterprises, with a
particular focus on e-commerce and small to medium-sized enterprises (SMEs).
In form of a cumulative doctoral thesis, it presents a synthesis of three
interrelated studies: the moderating effect of prior purchase experiences on
the impact of IS certifications, the factors contributing to immersion in
virtual reality (VR) environments, and the affordances and constraints
influencing the adoption of ImTs in SMEs. The first study explores the role of
information systems (IS) certifications in building customer trust in
e-commerce, specifically investigating how prior purchase experiences with the
same vendor moderate the effect of IS certifications on purchase intention.
Drawing on expectation confirmation theory (ECT) and using the factorial
survey method, the study reveals that while positive prior experiences have
little impact, negative experiences significantly diminish the influence of IS
certifications on purchase intention. This study contributes to e-commerce
practices by emphasizing the importance of managing customer experiences to
maximize the effectiveness of IS certifications in driving purchasing
decisions. The second study focuses on the phenomenon of immersion in VR
environments. While previous research has identified some immersion factors,
advancements in VR technology, such as high-resolution head-mounted displays
and precise motion tracking systems, have yet to be fully examined. Through
semi-structured interviews with participants using modern VR equipment, this
study identifies eleven immersion factors across three categories: physical
and physiological aspects, cognitive and affective aspects, and social
interaction and shared experience. Notably, the study introduces two novel
factors—shared experience and translating actions from physical to virtual
reality—that enhance user immersion in highly interactive VR environments. The
third study investigates the potential of ImTs for SMEs, which, despite the
affordances presented by ImTs—such as virtual prototyping and employee
training with extended reality technologies—face significant constraints of
this technology to adoption. Through qualitative analysis of semi-structured
interviews with ImT providers and users in the context of SMEs, the research
uncovers both the affordances and constraints associated with ImTs adoption.
Novel key findings include improved worker safety as a benefit of ImTs and the
lack of standardization as a critical barrier for SMEs. The study offers
practical insights for SMEs on overcoming these challenges and integrating
ImTs to remain competitive in the digital age. Together, this doctoral thesis
examines the role of IS certifications, VR immersion and the adoption of ImTs
in the context of digital transformation of enterprises. The findings
contribute to both theoretical frameworks and practical applications by
offering actionable insights for enterprises on adopting digital tools to
enhance customer trust, user engagement, and operational efficiency. |