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

By Graeme McLean, Alan Wilson. Computers in Human Behavior, 2019

547 citations recorded by the source corpus.

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.

Subfields: Information Systems and Management, Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/7e99de864027ba5033e1d632269e65bcd59d5f14

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Citations in the corpus

The challenges of entering the metaverse: An experiment on the effect of extended reality on workload (2022, background): “Regarding AR, the “augmenting” information and content can bring users interactivity, vividness and novelty (McLean & Wilson, 2019; Yim et al., 2017).”
The Influence of Mixed Reality on Satisfaction and Brand Loyalty in Cultural Heritage Attractions: A Brand Equity Perspective (2020, background): “Perceived immersion refers to the degree to which a person is immersed in the content being experienced [61,79].”