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This study provides a better understanding of consumers’ use of augmented reality (AR) apps by examining the (1) prevalence, (2) user characteristics, (3) gratifications, and (4) preference for AR, and (5) differences between a range of AR app types. To examine these aspects of consumer use, a survey (N = 1,978) was administered among a representat...
Context in source publication
Citations
... First, AR research is frequently constrained by a reliance on general theories such as the technology acceptance model (TAM; Oyman et al., 2022) or uses and gratifications (Ibáñez-Sánchez et al., 2022), leading to a narrow understanding that overlooks the nuanced interplay of user characteristics, AR content, context, and device type. This results in fragmented insights with limited applicability to effective AR development, as seen in studies that neglect the complex interaction of these elements (Smink, 2022;von der Au et al., 2023). Second, AR studies are typically discipline-specific, focusing on particular variables, such as the utilitarian benefits of AR shopping aids (Hilken et al., 2017;Kumar, 2022;Kumar & Srivastava, 2022), without wider relevance to other AR applications. ...
Augmented reality (AR) is an emerging concept that impacts many disciplines, such as
business, marketing, tourism, gaming, human–computer interaction, and
manufacturing. Surprisingly, many scholarly and practical discussions overlook the
fundamental primary factors that distinguish AR from other concepts, namely, that it
involves a computing device that integrates virtual content into a consumer’s
perception of the real world in a specific context. The current article addresses this gap in the literature by proposing the 4C framework (based on the 4Cs: consumer, content, context, and computing device; pronounced: foresee) that highlights the importance of, and interplay among these four factors. Building on configurational theory, the framework calls for the systematic identification of additional AR-relevant factors across the 4Cs. Scholars can use this framework to systematically identify research gaps and variables of interest. Practitioners across various disciplines can employ the framework to systematically assess, communicate, and develop AR use cases.
... Studies on AR and consumer interaction have mostly been carried out in the following areas: the attractiveness of AR applications for consumers (Grzegorczyk et al., 2019;Scholz & Smith, 2016), the effect of AR applications on consumer behavior (De Amorim et al., 2022;Hassan et al., 2018;Lavoye et al., 2021;Mocanu, 2016;Smink et al., 2022), segmenting consumer attitudes towards AR (Romano et al., 2022), consumer AR systems (Azuma, 2019;Stoyanova et al., 2013), AR ads and consumer engagement (Han et al., 2022;Martin, 2019;Saleem et al., 2022), mobile AR adoption in a consumer context (Aw et al., 2023;Chen et al., 2022;Paulo et al., 2018), use of AR in consumer marketing (Wedel et al., 2020), use of AR during the COVID-19 pandemic period (Medina-Robalino et al., 2022;Riar et al., 2022), and use of AR in online retailing (Fan et al., 2020;Schmidt et al., 2022). ...
Augmented reality (AR) refers to the integration of the real world with digital information. This article studies the relationship between consumer involvement in AR applications, in the context of phygital marketing communications, and consumer purchasing decision involvement. Online surveys were conducted with 420 retail customers using the purposeful sampling method, a non-probability sampling type. In the analysis of the data, descriptive statistics, correlation analysis and multiple linear regression analysis were performed using a statistical package program. We found that there is a moderate and significant relationship between the “perception towards the brand” independent variable, which is a sub-dimension of consumer involvement in AR applications, and the purchasing decision involvement dependent variable (r = 0.538; P = 0). On the other hand, we found no significant relationship between the “hedonic value” independent variable, also a sub-dimension of consumer involvement in AR applications, and the purchasing decision involvement dependent variable (P > 0.05). Keywords: Phygital marketing, Augmented reality, Consumer involvement, Purchasing decision involvement
... For instance, Workman (2014) found a significant relationship between effort expectancy and smart application usage; a lower effort expectancy would result in greater smart application use. Meanwhile, Smink et al. (2021) argued that the majority of AR application users were young, highly educated, technologically innovative individuals who believed AR applications were less difficult to master. When users believe that new technology requires less effort, their attitude toward that technology improves and their intention to use increases . ...
Purpose
As one of the most cutting-edge technologies in the digital age, facial enhancement technology (FET) has greatly enhanced consumer online shopping experience and brought new e-commerce opportunities for cosmetics retailers. The purpose of this paper is to extend the unified theory of acceptance and use of technology (UTAUT) model in the context of FET. In addition to the concepts from the original model, the new FET-UTAUT model features (low) body esteem, social media addiction and FET adoption.
Design/methodology/approach
A purposive sampling of FET users in China via an online questionnaire yields 473 respondents. To analyze the data, this research uses the structural equation modeling method via statistical package for the social sciences and analysis of a moment structures software. A two-step approach, exploratory factor analysis and confirmatory factor analysis, was used to test the hypotheses and generate the findings.
Findings
Performance expectancy, effort expectancy, social influence, facilitating conditions and (low) body esteem have positive relationships with FET adoption. FET adoption has a positive relationship with online purchase intention of branded color cosmetics, and the empirical evidence for the moderating role of social media addiction in the relationship between FET adoption and online purchase intention is inconclusive.
Originality/value
This research extends the traditional UTAUT model by proposing a novel FET-UTAUT model that incorporates additional key concepts such as body esteem, FET adoption and social media addiction. Managerial implications of this research are provided for FET designers and branded color cosmetic retailers.
... self-determination theory). Stimulus-responseorganism (Arghashi, 2022;Daassi and Debbabi, 2021), uses and gratifications theory (Kowalczuk et al., 2021;Smink et al., 2022) and technology adoption model (McLean and Wilson, 2019; Park and Yoo, 2020) are primarily used in the entire corpus. A few articles used two or more theoretical underpinnings, for example, diffusion of innovations theory, social cognition theory and uses and gratifications theory (Smink et al., 2022). ...
... Stimulus-responseorganism (Arghashi, 2022;Daassi and Debbabi, 2021), uses and gratifications theory (Kowalczuk et al., 2021;Smink et al., 2022) and technology adoption model (McLean and Wilson, 2019; Park and Yoo, 2020) are primarily used in the entire corpus. A few articles used two or more theoretical underpinnings, for example, diffusion of innovations theory, social cognition theory and uses and gratifications theory (Smink et al., 2022). As the ARM scholarship is consumer-centric, several theories related to consumer psychology are used, such as flow theory (Javornik, 2016;Yuan et al., 2021), processing fluency theory (Hinsch et al., 2020) and cognitive load theory (Fan et al., 2020). ...
Purpose
Augmented reality (AR) has emerged as a new interactive technology, swiftly transforming the field of marketing. Driven by its rapid uptake in marketing practices, academic research on AR has proliferated. This study aims to offer a holistic view of the past, present and future of augmented reality marketing (ARM) scholarship by analyzing its current and evolving research profile as well as its social and conceptual structures to inspire further research.
Design/methodology/approach
This study enriches the ARM scholarship by integrating a quantitative bibliometric analysis with a chronological-thematic review and a qualitative content analysis to develop a more comprehensive understanding of this novel area and suggest future research courses.
Findings
The bibliometric analysis reveals the key performance indicators as well as the social and conceptual structure of the ARM research field. The chronological-thematic review exhibits the advancement of ARM research over time and forecasts the emerging trends for the domain. Finally, the content analysis of recent articles reveals the current research hotspots and provides future research directions.
Research limitations/implications
The database limits the selection of literature, as the information in databases such as Scopus is updated regularly, resulting in alterations in the number of articles and citations.
Practical implications
AR developers and brand managers may use this study’s findings to understand the current ARM landscape better and make strategic decisions based on AR adoption and consumption patterns.
Originality/value
This study is singular in using a mixed methods approach by integrating the findings from bibliometric and content analyses for more reliable results and to offer a holistic perspective of the ARM sector, thereby significantly advancing the field of technology-led marketing.
This chapter discusses the possibilities offered by augmented reality (AR) along the customer journey for the development of successful customer experiences. Augmented reality enables the superimposition of virtual elements to the users’ body features and surrounding environments, thus enhancing the reality they are currently inhabiting and the products or services they are experiencing. After defining what augmented reality is, we distinguish between the different applications of AR in mobile, online, and in store contexts. We then discuss and review the literature on how augmented reality is applied in the pre-purchase and purchase stage of the customer journey, specifically highlighting its impact in terms of advertising and retailing. Finally, we draw some conclusions and suggest possibilities for future research.
La Teoría de Usos y Gratificaciones es una de las más fértiles en el campo de la investigación en Comunicación. Desde su nacimiento, en los años 40, ha evolucionado e incorporado nuevas variables a partir de aplicaciones en diversos medios, sobre todo medios sociales, y contextos demográficos. Este artículo, a partir de una revisión sistematizada de 88 trabajos publicados en las bases de datos de referencia, describe los objetos de estudio, las metodologías y las formas de aplicación de esta teoría en los años 2020-2022. Los resultados demuestran sus diversas formas de aplicación al tiempo que señalan su vigencia como marco teórico útil desde el cual se exploran y reportan las motivaciones y necesidades de las personas para usar diversos medios, así como los efectos percibidos. En particular, la población recurrente en los estudios son los jóvenes, en correspondencia con los medios sociales y plataformas sobre las cuales se investiga. Así mismo, la encuesta es la técnica mayoritariamente usada. No obstante, se advierte que la mayoría de las veces, los autores apenas mencionan la Teoría de Usos y Gratificaciones sin proponer un desarrollo conceptual o metodológico pertinente que permita discutir sus limitaciones, profundizar sus alcances y actualizar sus posibilidades.
Organizations and brands have long since used stories to communicate and resonate with their audiences. Nowadays, novel interactive media formats are used to enhance these brand-consumer interactions. Augmented reality (AR) holds the potential to aid brands in having immersive and exploratory interactions with consumers. The aim of this study is to examine the effects of AR in brand storytelling on brand attitude and brand associations, and to explore to what extent (the dimensions of) flow can explain these effects. A single factorial (Type of brand storytelling: AR vs. non-AR) between-subjects field experiment is conducted (N = 83). The results show that AR brand storytelling leads to a higher perceived flow than regular brand storytelling. Furthermore, flow mediates the effects of AR brand storytelling on both brand attitude and brand associations. Notably, the flow dimensions control and attention focus are found to be particularly important for explaining the effect on brand associations.
Augmented Reality (AR) is increasingly being used in the retail industry in order to provide consumers the opportunity to virtually try on products. Particularly well-known retail brands invest in AR, but AR might be especially beneficial for lesser-known brands. Based on the Association Theory and Information Integration Theory, this study compared the effects of the use of AR on brand attitude between well-known brands, and unknown brands. An online experiment showed, as expected, that the use of an AR app had a more positive influence on brand attitude for an unknown than for a well-known brand. Not in line with expectations, both the enjoyment of using AR (perceived enjoyment) and the comfortable feeling when deciding for a product after using AR (decision comfort) did not explain this difference in brand attitude. To our knowledge, this is the first AR study that includes brand familiarity and shows that investing in AR pays off, especially for unknown brands.
This study focuses on 24 published augmented reality (AR) articles in top-tier SSCI indexed advertising and marketing journals with high SJR rankings between 2017 and 2021. Employing a content analysis frame of Yale and Gilly (1988), the study aims to provide insight for further AR-related research that could "augment" the advertising and marketing literature. The findings reveal that most of the current articles were related to consumer behavior and primarily addressed scholars and managers. It is also observed that quantitative methodology and experiments were adopted mainly. The most statistical analysis performed in these articles was meditation analysis, while the research respondents were generally students.
