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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Vydané v:Computers in human behavior Ročník 101; s. 210 - 224
Hlavní autori: McLean, Graeme, Wilson, Alan
Médium: Journal Article
Jazyk:English
Vydavateľské údaje: Elmsford Elsevier Ltd 01.12.2019
Elsevier Science Ltd
Predmet:
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
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Shrnutí: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.
Bibliografia:ObjectType-Article-1
SourceType-Scholarly Journals-1
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content type line 14
ISSN:0747-5632
1873-7692
DOI:10.1016/j.chb.2019.07.002