scholarly journals Enhancing online rapport experience via augmented reality

2019 ◽  
Vol 33 (7) ◽  
pp. 851-865
Author(s):  
Tseng-Lung Huang ◽  
Shane Mathews ◽  
Cindy Yunhsin Chou
Keyword(s):  
Augmented Reality ◽  
Online Shopping ◽  
Body Surveillance ◽  
Content Type ◽  
Authentic Self ◽  
Self Evaluation ◽  
Shopping Experience ◽  
Fashion Consciousness ◽  
Promotional Strategies ◽  
Study Designs

Purpose The purpose of this study is to draws on self-determination and self-evaluation theories to examine the psychological factors impacted by augmented reality (AR) services, an augmented reality try-on system. This study highlights three characteristics of modality, synchronous sense or ownership and re-processability within an AR try-on experiences as well as the moderating effects of consumers’ body surveillance and fashion consciousness. Design/methodology/approach Using a scenario survey approach, this study designs characteristics of an AR try-on system to examine the research model and the hypotheses. A total of 207 responses are collected and analysed using the SmartPLS 3 statistical software. Findings The results show that modality, synchronous sense of ownership control and re-processability of AR try-on system positively affect consumer’s rapport experience. Both body surveillance and fashion consciousness significantly moderate the effects of AR try-on service system characteristics on consumer rapport experience. Research limitations/implications This study highlights the importance of understanding the implications of the evolution of cyborg consumerism where consumer technology interface systems such as AR, as a source of technologically mediated modality, become part of the consumer’s body, an extension of their body if you will. Practical implications Based on the study findings, marketing managers can understand how to better use AR to implement digital promotional strategies for various body-involvement products. Originality/value Using immersive technologies, this study shows that AR allows a consumer see an authentic self and tangible extension of their physical self in an online shopping setting, thus enhancing a consumer’s online shopping experience.

Customer fairness perceptions in augmented reality-based online services

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Sonja Christ-Brendemühl ◽  
Mario Schaarschmidt
Keyword(s):  
Augmented Reality ◽  
Customer Participation ◽  
Service Research ◽  
Service Encounters ◽  
Price Fairness ◽  
Online Services ◽  
Content Type ◽  
Fairness Perceptions ◽  
Shopping Experience ◽  
Service Managers

PurposeAn increasing number of retailers is trying to stimulate customers by embedding augmented reality (AR) features such as video try-on into the online shopping experience. As such AR-based online services require customers to actively participate in the service provision, this paper aims at investigating fairness perceptions and customer responses associated with AR-enabled customer participation.Design/methodology/approachThe conceptual framework of this study is based on equity theory. To compare customer responses after an in-store service encounter as opposed to AR-enabled customer participation involving video try-on, this study contains a between-subject online experiment. The effective sample comprises N = 215 participants.FindingsThe data analysis demonstrates that AR-enabled customer participation leads to significantly lower levels of distributive, procedural and price fairness as well as lower engagement intentions than in-store service encounters. Simultaneously, participants in the video try-on scenario report higher negative word-of-mouth (WOM) intentions than in the in-store scenario.Research limitations/implicationsThe extra mile customers go when using AR-based online services is reflected in less favorable fairness evaluations.Practical implicationsService managers should design AR applications in a manner that requires minimum customer participation.Originality/valueThis study contributes to service research by linking AR-enabled customer participation to evaluations of distributive, procedural and price fairness and their outcomes. This is vital to fully exploit the potential of AR in services.

Augmented Reality as a Tool to Enhance the Experiential Value of Online Shopping

2016 ◽  
pp. 280-304 ◽  
Author(s):  
Tuğçe Ozansoy Çadırcı ◽  
Şirin Gizem Köse
Keyword(s):  
Augmented Reality ◽  
Direct Product ◽  
Online Shopping ◽  
Purchase Decisions ◽  
Product Experience ◽  
Interactive Applications ◽  
Utilitarian Value ◽  
Shopping Experience ◽  
Online Shoppers ◽  
Experiential Value

Perceived shopping value is an essential factor that affects the purchase decisions of consumers (Babin, Darden & Griffin, 1994). Former research has proved that experiential value associated with shopping activities helps retailers to create sustainable relationships with their consumers (Mathwick, Malhotra & Rigdon, 2001). Therefore, many retailers are seeking for interactive applications that facilitate the online shopping experience. Applications like Augmented Reality (AR) which provides a direct product experience for online shoppers can be a valuable tool for online fashion retailers. This paper aims to provide insights about AR applications' probable experiential value in online fashion retailing. As a result, a conceptualization of AR's experiential value is proposed with hedonic and utilitarian value perspectives combined with assumed benefit and risks of online shopping that can be eliminated with the use of AR technology.

Factors affecting online repurchase intention

2014 ◽  
Vol 114 (4) ◽  
pp. 597-611 ◽  
Author(s):  
Chinho Lin ◽  
Watcharee Lekhawipat
Keyword(s):  
Customer Satisfaction ◽  
Online Shopping ◽  
Partial Least Square ◽  
Least Square ◽  
Self Report ◽  
Repurchase Intention ◽  
Content Type ◽  
Shopping Experience ◽  
Online Shoppers ◽  
The Impact

Purpose – The purpose of this paper is to investigate the effects of online shopping experience and habit in relation to adjusted expectations for enhancing online repurchase intention. Design/methodology/approach – The authors employed partial least square (PLS) as a technique used to analyze the measurement and structural models. Data for this research were collected from 240 Taiwanese online shoppers who had experienced online shopping at least four times. Findings – The result of this study indicates that online shopping habit acts as a moderator of both customer satisfaction and adjusted expectations, whereas online shopping experience can be considered a key driver for customer satisfaction. Furthermore, the research findings confirm that customer satisfaction is a vital driver of adjusted expectations and online repurchase intention. Adjusted expectations do mediate the impact of online repurchase intention. Research limitations/implications – This paper highlights the effect of online shopping experience and online shopping habit on enhancing repurchase intention. The result implies that the acquisition of usage experience and spontaneous purchases not only leads to higher customer satisfaction and customer expectations, but also strengthens online repurchase intention. The use of self-report scales suggests the possibility of a common method bias. Future studies may further test the robustness of this study in the interplay of experience and habit to shed more light on their relative importance in explaining online repurchase intention. Originality/value – This study extends expectancy-disconfirmation paradigm, especially in the context of online shopping, by emphasizing cognitive, affective, and behavioral change on the attitude-intention behavior of online shoppers.

Exploring the relationships between socialization agents, social media communication, online shopping experience, and pre-purchase search: a moderated model

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Mahasweta Saha ◽  
Sangeeta Sahney
Keyword(s):  
Social Media ◽  
Information Search ◽  
Online Shopping ◽  
Consumer Socialization ◽  
Media Communication ◽  
Content Type ◽  
Shopping Experience ◽  
Socialization Agents ◽  
Social Media Communication

PurposeThe purpose of this study is to examine the relationships between the dimensions of the pre-purchase information search (PS) such as direction (reliance on the information sources-RIS) and pattern (reliance on the utilitarian value-RUV), moderating role of the online shopping experience (OSE), and their influence on the behavior of the socialization agents (family communication (FC), peer communication (PC), TV advertising-TVAdv, social media communication (SMC)) for buying branded apparel.Design/methodology/approachThis study used a questionnaire, and a total of 458 responses were obtained. A measurement model with the dimensions of the pre-purchase information search and socialization agents was analyzed using confirmatory factor analysis. The conceptual model with hypotheses (direct and moderated effects) was analyzed using a moderated approach using Hayes Macros.FindingsThe findings confirm the significant influence of the dimensions of the PS (RIS and RUV) on the behavior of socialization agents for buying branded apparel with the strongest influence of RIS on SMC. The moderated effects of OSE between the dimensions of PS and socialization agents are found to be significant except for the relationship between RIS and FC. The direct effects of the RIS and RUV on the socialization agents are higher for consumers having high OSE and lower for consumers having low OSE.Originality/valueThe findings contribute to the growing body of literature on the PS, highlighting the importance of consumer socialization for the purchase decision of consumers in emerging markets. No previous studies have applied a psychological approach to explain the variation in the external search incorporating the dimensions like direction (RIS) and pattern (RUV), which did not receive research attention so far. This study uniquely sets a new direction for the researchers by establishing a theoretical linkage between the dimensions of PS that can act as antecedents and can significantly influence the behavior of socialization agents using the consumer socialization approach based on the social learning theory. The results reveal the strongest influence of SMC and establish the moderating role of OSE for the buying decision of branded apparel. The findings are valuable for online marketers who must acknowledge that social media is the strongest platform for reaching customers and must create a formal page for displaying their latest updates about their products and services. Marketers must engage all the family members through online contests and feedback sessions for developing trust for online shopping platforms.

The Research of Developing Virtual Jewelry Worn System Based on ARToolkit

2015 ◽  
Vol 713-715 ◽  
pp. 2382-2386
Author(s):  
Jie Jiang ◽  
Yang Kuang
Keyword(s):  
Augmented Reality ◽  
Online Shopping ◽  
Body Effect ◽  
Shopping Experience ◽  
Online Shoppers ◽  
Augmented Reality Technology

This paper describes how to realize the virtual jewelry worn system based on ARToolkit technology. This technology can help consumers experience the jewelry worn on his body effect before receive the actual product, it can enrich people's online shopping experience. Augmented Reality technology lets online shoppers use the virtual goods to resolve the gap is larger between apparel goods and photos of them.

The effect of product aesthetics information on website appeal in online shopping

2017 ◽  
Vol 8 (2) ◽  
pp. 190-209 ◽  
Author(s):  
Xianghui Peng ◽  
Daniel Peak ◽  
Victor Prybutok ◽  
Chenyan Xu
Keyword(s):  
Design Methodology ◽  
Online Shopping ◽  
Theoretical Framework ◽  
Content Type ◽  
Crucial Element ◽  
Treatment Groups ◽  
Positive Attitudes ◽  
Shopping Experience ◽  
Product Aesthetics

Purpose This research posits that e-vendors can use product aesthetic information (PAI) as a strategic positing tool to shape consumers’ perceptions of e-vendors’ websites. Design/methodology/approach To test this framework, variations on a garment’s color (a crucial element of product aesthetics) are presented to four different treatment groups to determine whether aesthetic treatment influences the perception of the website. Findings The results suggest that consumers who consider a product visually appealing also perceive the e-vendor’s website as useful, resulting in enjoyment of the shopping experience. Positive perceptions lead consumers to form positive attitudes toward the vendor’s website. Originality/value While product aesthetics is well-studied in marketing and psychology, its relevance to the e-commerce domain is relatively underexplored. To fill the void, the paper proposes a theoretical framework that explains how PAI influences buyers’ cognitive and affective evaluations of their online shopping experiences, which in turn shapes their attitudes toward e-vendors’ sites.

scholarly journals Engaging shoppers through mobile apps: the role of gamification

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Francesca De Canio ◽  
Maria Fuentes-Blasco ◽  
Elisa Martinelli
Keyword(s):  
Structural Equation ◽  
Online Shopping ◽  
Mobile Apps ◽  
Mobile App ◽  
Content Type ◽  
Mobile Shopping ◽  
Intrinsic Motivations ◽  
Shopping Experience ◽  
Shopping Enjoyment

PurposeThe purpose of this paper is to examine the influence of several intrinsic motivations driving consumers' intention to buy using a mobile app, namely: shopping gamification, focussed attention, shopping enjoyment and socialness, through the mediating role of shopping engagement. The online shopping experience is investigated in its dual role as direct driver of the intention to buy using a mobile app and as moderator of the shopping engagement – intention to buy using a mobile app path.Design/methodology/approachThe empirical analysis was performed in China due to the extensive usage of mobile shopping apps amongst the Chinese population. A structural equation model was estimated on 893 valid and complete structured questionnaires collected amongst a sample of Chinese consumers.FindingsFindings confirm that intrinsic motivations (i.e. shopping gamification, focussed attention, shopping enjoyment and socialness) indirectly influence the intention to buy using a mobile app channelled by shopping engagement. Most remarkably, results show that the online shopping experience positively moderates the shopping engagement – intention to buy using a mobile app path.Originality/valueThe novelty of the paper lies in the conceptual and empirical evidence provided on shopping gamification, within the retailing marketing domain. The study investigates other related intrinsic motivations that jointly with shopping gamification directly influence shopping engagement and indirectly impact mobile shopping intention. The paper provides insights into the moderating role of online shopping experience, a key aspect when the challenge concerning gamification is considered.

scholarly journals Augmented reality in retail: a systematic review of research foci and future research agenda

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ruofei Chen ◽  
Patsy Perry ◽  
Rosy Boardman ◽  
Helen McCormick
Keyword(s):  
Augmented Reality ◽  
Conceptual Framework ◽  
Technology Acceptance ◽  
Research Agenda ◽  
Value Theory ◽  
Future Research ◽  
Content Type ◽  
User Experience Design ◽  
Future Research Agenda ◽  
Shopping Experience

PurposeThis paper synthesises peer-reviewed published journal articles on augmented reality in retail settings to ascertain the current foci of academic research in this nascent area and develop a conceptual framework to form the basis for a future research agenda.Design/methodology/approachThematic analysis was conducted on a sample of 76 papers published between 1997 and 2020 identified through a systematic search of high quality peer-reviewed papers.FindingsThree major research avenues and theoretical bases emerged: AR adoption-based factors with technology acceptance models, AR user experience design and features that influence consumer behaviour, and AR shopping experience and value theory. The resultant S-O-R-based conceptual framework highlights the functional and experiential elements needed for an effective consumer AR experience, which could be implemented by retailers seeking to engage consumers with an augmented shopping experience and make AR applications financially viable.Originality/valueThis is the first systematic literature review on AR in retail settings to include multiple disciplinary perspectives (HCI and marketing/management) and research methodologies.

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