| Summary: | This study proposes a model to evaluate the performance of virtual reality-based stimuli for immersive car clinics. The model considered Attribute Importance, Stimuli Efficacy and Stimuli Cost factors and the method was divided into three stages: we defined the importance of fourteen attributes relevant to a car clinic based on the perceptions of Marketing and Design experts; then we defined the efficacy of five virtual stimuli based on the perceptions of Product Development and Virtual Reality experts; and we used a cost factor to calculate the efficiency of the five virtual stimuli in relation to the physical. The Marketing and Design experts identified a new attribute, Scope; eleven of the fifteen attributes were rated as Important or Very Important, while four were removed from the model due to being considered irrelevant. According to our performance evaluation model, virtual stimuli have the same efficacy as physical stimuli. However, when cost is considered, virtual stimuli outperform physical stimuli, particularly virtual stimuli with glasses. We conclude that virtual stimuli have the potential to reduce the cost and time required to develop new stimuli in car clinics, but with concerns related to hardware, software, and other definitions.
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