Effects of perceived interactivity of augmented reality on consumer responses: A mental imagery perspective

By Minjung Park, Jungmin Yoo. 2020

344 citations recorded by the source corpus.

As the use of technological features is becoming more common in digital retailing, retailers have adopted augmented reality (AR) solutions to help consumers browse their products. This study examines dimensions of perceived interactivity after experiencing shopping with AR and investigates the relationships between perceived interactivity and mental imagery and between mental imagery and other consumer responses in a mobile shopping context. A total of 302 female online consumers in South Korea participated in a survey. After shopping cosmetic products with the AR function in a mobile app, participants completed the questionnaire. The findings reveal that the controllability and playfulness dimensions of perceived interactivity influence mental imagery, which, in turn, affects consumers' attitudes toward a product and their behavioral intentions. The relationship between perceived interactivity and mental imagery differs based on an individual's involvement level. These results provide practical insights for digital retailers in creating effective mobile shopping environments.

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

View Paper: https://www.semanticscholar.org/paper/7f8f84d77dba86bcec9c7173481d8c99ae230a4f

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Information Systems and Management

1. Nannan Xi
2. Christian Hinsch
3. Reto Felix
4. Juho Hamari
5. Philipp A. Rauschnabel
6. Jonna Koivisto

In Marketing

1. Nannan Xi
2. Juho Hamari
3. Philipp A. Rauschnabel

In Sociology and Political Science

1. Nannan Xi
2. Christian Hinsch
3. Reto Felix
4. Juho Hamari
5. Philipp A. Rauschnabel
6. Jonna Koivisto
7. Max Sjöblom
8. Sebastian Deterding

Citations in the corpus

• The influence of flow experience in the augmented reality context on psychological ownership (2021, background): “…with virtual camera views created using actual objects and can meet the specific needs of consumers for information, entertainment and convenience (Park and Yoo 2020), which leads customers to have an intimate parasocial relationships with AR applications in the interactive and fun shopping…”
• What is XR? Towards a Framework for Augmented and Virtual Reality (2022, background): “Park and Yoo (2020) find that perceived interactivity increases mental imagery, which in turn improves consumers ’ attitudes towards a product and increases purchase intentions in an AR-mediated shopping context.”
• The challenges of entering the metaverse: An experiment on the effect of extended reality on workload (2022, background): “…by providing visual cues that are lacking from the physical environment (e.g., Bogicevic et al., 2019; Fan et al., 2020; Heller et al., 2019; Park & Yoo, 2020), as well as by offering simulating environments and situations that would otherwise be costly or difficult to produce in the real…”