Shopping in the digital world: Examining customer engagement through augmented reality mobile applications

This paper furthers our understanding of customer brand engagement through augmented reality (AR) features on retailers' mobile applications. Due to the ubiquitous smartphone device, augmented reality has emerged as a new technology available to retailers to engage with customers. While AR in c...

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Bibliographic Details
Published in:	Computers in human behavior Vol. 101; pp. 210 - 224
Main Authors:	McLean, Graeme, Wilson, Alan
Format:	Journal Article
Language:	English
Published:	Elmsford Elsevier Ltd 01.12.2019 Elsevier Science Ltd
Subjects:	Applications programs Augmented reality Augmented reality apps Brand engagement Customers Mobile computing New technology Norms Retail mobile applications Smartphones Technology utilization Retail mobile applications Augmented reality apps Brand engagement Augmented reality
ISSN:	0747-5632, 1873-7692
Online Access:	Get full text
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Abstract	This paper furthers our understanding of customer brand engagement through augmented reality (AR) features on retailers' mobile applications. Due to the ubiquitous smartphone device, augmented reality has emerged as a new technology available to retailers to engage with customers. While AR in consumer markets is in its infancy, some innovative retailers have implemented AR technology within their mobile application. Through a web-based survey of 441 consumers, the research establishes the variables influencing brand engagement through retailers' mobile apps and the consequent outcomes of AR related brand engagement. The research introduces a new set of augmented reality attributes, namely, AR novelty, AR interactivity and AR vividness and establishes their influence on technology acceptance attributes of perceived ease of use, usefulness, enjoyment and subjective norms. Positive perceptions of the AR attributes and technology acceptance attributes positively influence brand engagement through the retailer's AR mobile application. The findings also indicate that AR enabled brand engagement results in increased satisfaction with the app experience and future brand usage intent. The research provides retailers important practical implications on the use of AR technology. •New Augmented Reality attributes are introduced.•AR attributes influence technology acceptance attributes.•AR and Technology attributes influence AR Brand engagement.•AR brand engagement positively influences brand usage intention.•AR brand engagement positively influences satisfaction with the experience.
AbstractList	This paper furthers our understanding of customer brand engagement through augmented reality (AR) features on retailers' mobile applications. Due to the ubiquitous smartphone device, augmented reality has emerged as a new technology available to retailers to engage with customers. While AR in consumer markets is in its infancy, some innovative retailers have implemented AR technology within their mobile application. Through a web-based survey of 441 consumers, the research establishes the variables influencing brand engagement through retailers' mobile apps and the consequent outcomes of AR related brand engagement. The research introduces a new set of augmented reality attributes, namely, AR novelty, AR interactivity and AR vividness and establishes their influence on technology acceptance attributes of perceived ease of use, usefulness, enjoyment and subjective norms. Positive perceptions of the AR attributes and technology acceptance attributes positively influence brand engagement through the retailer's AR mobile application. The findings also indicate that AR enabled brand engagement results in increased satisfaction with the app experience and future brand usage intent. The research provides retailers important practical implications on the use of AR technology. •New Augmented Reality attributes are introduced.•AR attributes influence technology acceptance attributes.•AR and Technology attributes influence AR Brand engagement.•AR brand engagement positively influences brand usage intention.•AR brand engagement positively influences satisfaction with the experience. This paper furthers our understanding of customer brand engagement through augmented reality (AR) features on retailers' mobile applications. Due to the ubiquitous smartphone device, augmented reality has emerged as a new technology available to retailers to engage with customers. While AR in consumer markets is in its infancy, some innovative retailers have implemented AR technology within their mobile application. Through a web-based survey of 441 consumers, the research establishes the variables influencing brand engagement through retailers' mobile apps and the consequent outcomes of AR related brand engagement. The research introduces a new set of augmented reality attributes, namely, AR novelty, AR interactivity and AR vividness and establishes their influence on technology acceptance attributes of perceived ease of use, usefulness, enjoyment and subjective norms. Positive perceptions of the AR attributes and technology acceptance attributes positively influence brand engagement through the retailer's AR mobile application. The findings also indicate that AR enabled brand engagement results in increased satisfaction with the app experience and future brand usage intent. The research provides retailers important practical implications on the use of AR technology.
Author	McLean, Graeme Wilson, Alan
Author_xml	– sequence: 1 givenname: Graeme orcidid: 0000-0003-3758-5279 surname: McLean fullname: McLean, Graeme email: graeme.mclean@strath.ac.uk, graeme.mclean@strath.ac.uk – sequence: 2 givenname: Alan surname: Wilson fullname: Wilson, Alan email: alan.wilson@strath.ac.uk
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Snippet	This paper furthers our understanding of customer brand engagement through augmented reality (AR) features on retailers' mobile applications. Due to the...
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SubjectTerms	Applications programs Augmented reality Augmented reality apps Brand engagement Customers Mobile computing New technology Norms Retail mobile applications Smartphones Technology utilization
Title	Shopping in the digital world: Examining customer engagement through augmented reality mobile applications
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