{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2025,2,21]],"date-time":"2025-02-21T21:24:42Z","timestamp":1740173082805,"version":"3.37.3"},"reference-count":29,"publisher":"Springer Fachmedien Wiesbaden GmbH","issue":"1","license":[{"start":{"date-parts":[[2021,12,14]],"date-time":"2021-12-14T00:00:00Z","timestamp":1639440000000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0"},{"start":{"date-parts":[[2021,12,14]],"date-time":"2021-12-14T00:00:00Z","timestamp":1639440000000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0"}],"funder":[{"DOI":"10.13039\/501100002347","name":"bundesministerium f\u00fcr bildung und forschung","doi-asserted-by":"publisher","award":["02L18B570\u201302L18B575"],"award-info":[{"award-number":["02L18B570\u201302L18B575"]}],"id":[{"id":"10.13039\/501100002347","id-type":"DOI","asserted-by":"publisher"}]},{"DOI":"10.13039\/501100016379","name":"Universit\u00e4t Osnabr\u00fcck","doi-asserted-by":"crossref","id":[{"id":"10.13039\/501100016379","id-type":"DOI","asserted-by":"crossref"}]}],"content-domain":{"domain":["link.springer.com"],"crossmark-restriction":false},"short-container-title":["HMD"],"published-print":{"date-parts":[[2022,2]]},"abstract":"<jats:title>Zusammenfassung<\/jats:title><jats:p>Virtual Reality (VR) hat in den vergangenen Jahren erhebliche technologische Fortschritte verzeichnet und begonnen, sich im Endverbrauchermarkt zu etablieren. Insbesondere Facebooks Tochterunternehmen Oculus erzielte mit der Quest\u00a02 hohe Absatzzahlen, wodurch das Produkt zum bisher meistverkauften\u00a0VR-Headset avancierte. Gleichzeitig entfachte sich aufgrund Oculus neuer Datenschutzbestimmung, welche die Ger\u00e4tenutzung an ein Facebook-Konto bindet, jedoch ein kontroverser Diskurs unter Datenschutzexperten. Endverbraucher stehen seither vor einem Dilemma. Sie m\u00fcssen sich zwischen der Preisgabe sensibler Daten an Facebook im Falle der Nutzung kosteng\u00fcnstiger Oculus-Ger\u00e4te und h\u00f6heren Preisen anderer VR-Headsets entscheiden. In Deutschland f\u00fchrte diese Entwicklung zu einer Vertriebspause der Quest\u00a02, da das Bundeskartellamt ein Missbrauchsverfahren gegen Facebook eingeleitet hat. Im vorliegenden Beitrag wird auf Basis einer Conjoint-Analyse untersucht, wie deutsche Endverbraucher dieses Dilemma wahrnehmen. Hierzu werden die relativen Wichtigkeiten von Datenschutzbestimmungen, Hardwareeigenschaften und Preisen f\u00fcr Kaufentscheidungen miteinander verglichen. Es ergeben sich drei verschiedene Marktsegmente mit unterschiedlichen Kaufentscheidungsheuristiken. Aus diesen Erkenntnissen resultieren sieben Handlungsempfehlungen, die VR-Herstellern, -Entwicklern, -Nutzern und Verbrauchersch\u00fctzern bei der verantwortungsvollen und weitreichenden Diffusion der VR-Technologie im Endverbrauchermarkt helfen sollen.<\/jats:p>","DOI":"10.1365\/s40702-021-00817-w","type":"journal-article","created":{"date-parts":[[2021,12,14]],"date-time":"2021-12-14T16:21:19Z","timestamp":1639498879000},"page":"261-279","update-policy":"https:\/\/doi.org\/10.1007\/springer_crossmark_policy","source":"Crossref","is-referenced-by-count":1,"title":["Zwischen Preisj\u00e4gern, Datensch\u00fctzern und Tech-Enthusiasten: Segmentierung des Virtual-Reality-Marktes am Beispiel Oculus","Between Prince Hunters, Data Protectionists and Technology Enthusiasts: Segmentation of the Virtual Reality Market on the Example of Oculus"],"prefix":"10.1365","volume":"59","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-2702-6214","authenticated-orcid":false,"given":"Julian","family":"Schuir","sequence":"first","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Ludger","family":"P\u00f6hler","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Frank","family":"Teuteberg","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"93","published-online":{"date-parts":[[2021,12,14]]},"reference":[{"key":"817_CR1","unstructured":"Adams\u00a0D, Bah\u00a0A, Barwulor\u00a0C, Musaby\u00a0N, Pitkon\u00a0K, Redmiles\u00a0EM (2019) Ethics emerging: the story of privacy and security perceptions in virtual reality. In: Proceedings of the 14th Symposium on Usable Privacy and Security SOUPS 2018, Baltimore, S\u00a0427\u2013442"},{"key":"817_CR2","first-page":"1","volume-title":"IEEE Aerospace Conference Proceedings. Big Sky","author":"C Anthes","year":"2016","unstructured":"Anthes\u00a0C, Garc\u00eda-Hern\u00e1ndez\u00a0RJ, Wiedemann\u00a0M, Kranzlm\u00fcller\u00a0D (2016) State of the art of virtual reality technology. In: IEEE Aerospace Conference Proceedings. Big Sky, S 1\u201319"},{"key":"817_CR3","doi-asserted-by":"publisher","first-page":"597","DOI":"10.1007\/978-3-662-46076-4_14","volume-title":"Multivariate Analysemethoden","author":"K Backhaus","year":"2016","unstructured":"Backhaus\u00a0K, Erichson\u00a0B, Plinke\u00a0W, Weiber\u00a0R (2016) Auswahlbasierte Conjoint-Analyse. In: Multivariate Analysemethoden. Springer, Berlin Heidelberg, S 597\u2013601"},{"key":"817_CR4","unstructured":"Bastian M (2020) Wie Facebook mit VR-Daten K\u00fcnstliche Intelligenz gewinnt. In: Mixed.de. https:\/\/mixed.de\/facebook-durch-vr-daten-zur-ki-dominanz\/. Zugegriffen: 30. Juni 2021"},{"key":"817_CR5","volume-title":"Virtual reality and its potential for Europe","author":"E Bezegova","year":"2018","unstructured":"Bezegova\u00a0E, Ledgard\u00a0MA, Molemaker\u00a0R-J, Ober\u010d\u00a0BP, Vigkos\u00a0A (2018) Virtual reality and its potential for Europe. Ecorys, Rotterdam"},{"key":"817_CR6","unstructured":"Bundeskartellamt (2020) Bundeskartellamt \u00fcberpr\u00fcft die Verkn\u00fcpfung von Oculus mit dem Facebook-Netzwerk. https:\/\/www.bundeskartellamt.de\/SharedDocs\/Meldung\/DE\/Pressemitteilungen\/2020\/09_12_2020_Facebook_Oculus.html. Zugegriffen: 10. Okt. 2021"},{"key":"817_CR7","doi-asserted-by":"publisher","DOI":"10.1177\/1461444820960411","author":"B Egliston","year":"2020","unstructured":"Egliston\u00a0B, Carter\u00a0M (2020) Oculus imaginaries: the promises and perils of Facebook\u2019s virtual reality. New Media Soc. https:\/\/doi.org\/10.1177\/1461444820960411","journal-title":"New Media Soc."},{"key":"817_CR8","first-page":"67","volume-title":"INFORMATIK 2012: Was bewegt uns in der\/die Zukunft? 42. Jahrestagung der Gesellschaft f\u00fcr Informatik","author":"D Funk","year":"2012","unstructured":"Funk\u00a0D, Buettner\u00a0R, S\u00fcss\u00a0C, Henning\u00a0N, Tulzer\u00a0A (2012) Vergleich von Gesch\u00e4ftsmodellen sozialer Netzwerke. In: INFORMATIK 2012: Was bewegt uns in der\/die Zukunft? 42. Jahrestagung der Gesellschaft f\u00fcr Informatik. Gesellschaft f\u00fcr Informatik e.\u202fV., Braunschweig, S\u00a067\u201380"},{"key":"817_CR9","doi-asserted-by":"publisher","first-page":"103","DOI":"10.1086\/208721","volume":"5","author":"PE Green","year":"1978","unstructured":"Green\u00a0PE, Srinivasan\u00a0V (1978) Conjoint analysis in consumer research: issues and outlook. J\u00a0Consum Res 5:103\u2013123","journal-title":"J Consum Res"},{"key":"817_CR10","doi-asserted-by":"publisher","first-page":"228","DOI":"10.1016\/j.techfore.2018.09.008","volume":"138","author":"M Herz","year":"2019","unstructured":"Herz\u00a0M, Rauschnabel\u00a0PA (2019) Understanding the diffusion of virtual reality glasses: the role of media, fashion and technology. Technol Forecast Soc Change 138:228\u2013242","journal-title":"Technol Forecast Soc Change"},{"key":"817_CR11","unstructured":"Kl\u00f6\u00df S (2020) Zukunft der Consumer Technology \u2013 2020 Marktentwicklung, Trends, Mediennutzung, Technologien, Gesch\u00e4ftsmodelle. Berlin: Bitkom \u2013 Bundesverband Informationswirtschaft, Telekommunikation und neue Medien e.\u202fV. https:\/\/www.bitkom.org\/sites\/default\/files\/2020-08\/200826_ct_studie_2020_online.pdf. Zugegriffen: 28. Juni 2021"},{"key":"817_CR12","unstructured":"Lang B (2021) Quest 2\u00a0May be selling thrice as fast as the best selling VR headset. In: RoadtoVR. https:\/\/www.roadtovr.com\/quest-2-unit-sales-estimate-psvr-unit-sales\/. Zugegriffen: 28. Juni 2021"},{"key":"817_CR13","doi-asserted-by":"publisher","first-page":"17404","DOI":"10.1038\/s41598-020-74486-y","volume":"10","author":"MR Miller","year":"2020","unstructured":"Miller\u00a0MR, Herrera\u00a0F, Jun\u00a0H, Landay\u00a0JA, Bailenson\u00a0JN (2020) Personal identifiability of user tracking data during observation of 360-degree VR video. Sci Rep 10:17404. https:\/\/doi.org\/10.1038\/s41598-020-74486-y","journal-title":"Sci Rep"},{"key":"817_CR14","unstructured":"Mir R, Rodriguez K (2020) If privacy dies in VR, it dies in real life. https:\/\/www.eff.org\/de\/deeplinks\/2020\/08\/if-privacy-dies-vr-it-dies-real-life. Zugegriffen: 16. Febr. 2021"},{"key":"#cr-split#-817_CR15.1","unstructured":"Mordor Intelligence (2021) Virtual reality"},{"key":"#cr-split#-817_CR15.2","unstructured":"(VR) market | growth, trends, and forecasts (2020-2025). https:\/\/www.mordorintelligence.com\/industry-reports\/virtual-reality-market. Zugegriffen: 1. Juli 2021"},{"key":"817_CR16","unstructured":"Oculus (2021) Privacy policy. https:\/\/www.oculus.com\/legal\/privacy-policy\/. Zugegriffen: 30. Apr. 2021"},{"key":"817_CR17","series-title":"Research Paper Series","volume-title":"Interpreting conjoint analysis data","author":"BK Orme","year":"2002","unstructured":"Orme\u00a0BK (2002) Interpreting conjoint analysis data. Research Paper Series. Sawtooth Software"},{"key":"817_CR18","volume-title":"Augmented and virtual reality survey report\u2014industry insights into the future of Immersive technologies","author":"Perkins Coie","year":"2020","unstructured":"Perkins Coie (2020) Augmented and virtual reality survey report\u2014industry insights into the future of Immersive technologies. Perkins Coie, Seattle"},{"key":"817_CR19","doi-asserted-by":"publisher","first-page":"374","DOI":"10.1016\/j.jbusres.2018.08.008","volume":"92","author":"PA Rauschnabel","year":"2018","unstructured":"Rauschnabel\u00a0PA, He\u00a0J, Ro\u00a0YK (2018) Antecedents to the adoption of augmented reality smart glasses: a closer look at privacy risks. J\u00a0Bus Res 92:374\u2013384","journal-title":"J Bus Res"},{"key":"817_CR20","doi-asserted-by":"publisher","first-page":"240","DOI":"10.1007\/978-3-030-52306-0_15","volume-title":"Business modeling and software design","author":"J Schuir","year":"2020","unstructured":"Schuir\u00a0J, Vogel\u00a0J, Teuteberg\u00a0F, Thomas\u00a0O (2020) Understanding the Augmented and Virtual Reality Business Ecosystem: An e3-value Approach. In: Shishkov\u00a0B (Hrsg) Business modeling and software design. Springer, Cham, S 240\u2013256"},{"key":"817_CR21","doi-asserted-by":"publisher","first-page":"425","DOI":"10.1007\/s12553-021-00528-8","volume":"11","author":"A Siani","year":"2021","unstructured":"Siani\u00a0A, Marley\u00a0SA (2021) Impact of the recreational use of virtual reality on physical and mental wellbeing during the Covid-19 lockdown. Health Technol 11:425\u2013435","journal-title":"Health Technol"},{"key":"817_CR22","doi-asserted-by":"publisher","first-page":"3","DOI":"10.1177\/2041669520913052","volume":"11","author":"H Strasburger","year":"2020","unstructured":"Strasburger\u00a0H (2020) Seven myths on crowding and peripheral vision. I\u2011Perception 11:3","journal-title":"I-Perception"},{"key":"817_CR23","unstructured":"Trimananda\u00a0R, Le\u00a0H, Cui\u00a0H, Ho\u00a0JT, Shuba\u00a0A, Markopoulou\u00a0A (2021) OVRSEEN: Auditing Network Traffic and Privacy Policies in Oculus VR. arXiv Prepr arXiv210605407"},{"key":"817_CR24","doi-asserted-by":"crossref","unstructured":"Utz\u00a0C, Degeling\u00a0M, Fahl\u00a0S, Schaub\u00a0F, Holz\u00a0T (2019) (Un)informed consent: studying GDPR consent notices in the field. In: Proceedings of the ACM conference on computer and communications security 2019 London, S\u00a0973\u2013990","DOI":"10.1145\/3319535.3354212"},{"key":"817_CR25","volume-title":"Twenty-ninth European Conference on Information Systems (ECIS 2021). A\u00a0Virtual AIS Conference","author":"J Vogel","year":"2021","unstructured":"Vogel\u00a0J, Schuir\u00a0J, Ko\u00dfmann\u00a0C, Thomas\u00a0O, Teuteberg\u00a0F, Hamborg\u00a0KC (2021) Let\u2019s do Design Thinking Virtually: Design and Evaluation of a\u00a0Virtual Reality Application for Collaborative Prototyping. In: Twenty-ninth European Conference on Information Systems (ECIS 2021). A\u00a0Virtual AIS Conference"},{"key":"817_CR26","first-page":"355","volume-title":"Sawtooth Software Conference Proceedings","author":"DR Wittink","year":"1992","unstructured":"Wittink\u00a0DR, Huber\u00a0J, Zandan\u00a0P, Johnson\u00a0RM (1992) The number of levels effect in conjoint: Where does it come from, and can it be eliminated. In: Sawtooth Software Conference Proceedings Ketchum, S\u00a0355\u2013364"},{"key":"817_CR27","doi-asserted-by":"publisher","first-page":"455","DOI":"10.1007\/s12599-020-00658-9","volume":"62","author":"I Wohlgenannt","year":"2020","unstructured":"Wohlgenannt\u00a0I, Simons\u00a0A, Stieglitz\u00a0S (2020) Virtual Reality. Bus Inf Syst Eng 62:455\u2013461","journal-title":"Bus Inf Syst Eng"},{"key":"817_CR28","unstructured":"XR Safety Initiative (2020) The XRSI privacy framework. https:\/\/xrsi.org\/publication\/the-xrsi-privacy-framework. Zugegriffen: 15. Febr. 2021"}],"container-title":["HMD Praxis der Wirtschaftsinformatik"],"original-title":[],"language":"de","link":[{"URL":"https:\/\/link.springer.com\/content\/pdf\/10.1365\/s40702-021-00817-w.pdf","content-type":"application\/pdf","content-version":"vor","intended-application":"text-mining"},{"URL":"https:\/\/link.springer.com\/article\/10.1365\/s40702-021-00817-w\/fulltext.html","content-type":"text\/html","content-version":"vor","intended-application":"text-mining"},{"URL":"https:\/\/link.springer.com\/content\/pdf\/10.1365\/s40702-021-00817-w.pdf","content-type":"application\/pdf","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2022,2,17]],"date-time":"2022-02-17T12:12:13Z","timestamp":1645099933000},"score":1,"resource":{"primary":{"URL":"https:\/\/link.springer.com\/10.1365\/s40702-021-00817-w"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2021,12,14]]},"references-count":29,"journal-issue":{"issue":"1","published-print":{"date-parts":[[2022,2]]}},"alternative-id":["817"],"URL":"https:\/\/doi.org\/10.1365\/s40702-021-00817-w","relation":{},"ISSN":["1436-3011","2198-2775"],"issn-type":[{"type":"print","value":"1436-3011"},{"type":"electronic","value":"2198-2775"}],"subject":[],"published":{"date-parts":[[2021,12,14]]},"assertion":[{"value":"14 July 2021","order":1,"name":"received","label":"Received","group":{"name":"ArticleHistory","label":"Article History"}},{"value":"17 November 2021","order":2,"name":"accepted","label":"Accepted","group":{"name":"ArticleHistory","label":"Article History"}},{"value":"14 December 2021","order":3,"name":"first_online","label":"First Online","group":{"name":"ArticleHistory","label":"Article History"}}]}}