‘It’s an illusion, but it looks real!’ Consumer affective, cognitive and behavioural responses to augmented reality applications

By Ana Javornik. 2016

331 citations recorded by the source corpus.

View Paper: https://www.semanticscholar.org/paper/c388df2fd643043a9534c646787d1a7d9b95df0f

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Citations in the corpus

Digital Sensory Marketing: Integrating New Technologies into Multisensory Online Experience (2019, background): “…flow, a cognitive state experienced during online navigation, in which consumers are completely absorbed in their activity, are rather mixed (Animesh et al. 2011; Huang 2012, Huang and Liao 2017; Jiang and Benbasat 2004; Novak, Hoffman, and Yung 2000; Van Noort, Voorveld, and Van Reijmersdal 2012).”
The influence of flow experience in the augmented reality context on psychological ownership (2021, background): “In marketing, the act of implementing AR in campaigns is likely to enhance consumers’ flow experience and satisfaction, and consequently companies’ revenues (Huang and Liao 2015; Javornik 2016; Poushneh and Vasquez-Parraga 2017).”
We ARe at home: How augmented reality reshapes mobile marketing and consumer-brand relationships (2018, background): “Existing research on AR marketing typically relies on human/computer interaction (HCI) definitions (c.f., Javornik, 2016a) that foreground the visual alignment between virtual and physical objects in an immediate context (e.g., Azuma et al., 2001; Camigniani and Furht, 2011).”
Augmenting the eye of the beholder: exploring the strategic potential of augmented reality to enhance online service experiences (2017, background): “For customers, this means that AR may provide a context-sensitive interface with enriched information (Yaoyuneyong et al. 2016) and a different form of interaction compared with current technologies (Javornik 2016b).”