How augmented reality media richness influences consumer behaviour: A study in a real‐world retail environment
Main Author: | |
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Publication Date: | 2022 |
Other Authors: | , , |
Format: | Article |
Language: | eng |
Source: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Download full: | http://hdl.handle.net/10071/24675 |
Summary: | The current paper explores the impact that an augmented reality shopping assistant may have on consumers’ emotional and cognitive responses, and how it would affect their buying behaviours. A prototype of an application to assist consumers inside a supermarket was developed using HoloLens glasses. A total of 85 participants were invited to walk-through the store using augmented reality glasses. A PLS-SEM approach was used to test the conceptual model. Results using different scenarios show that media richness (the level of information cues, variety and immediate feedback) impacts consumer decisions and heightens their cognitive and emotional responses. The current study finds that a media-rich augmented reality experience influences brand engagement and willingness to buy through perceived information quality and brand attitudes. At a time when managers in every industry work to capture consumers’ attention, the present study shows how content remains important in every communication activity, even in an innovative augmented reality retail shopping experience. |
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How augmented reality media richness influences consumer behaviour: A study in a real‐world retail environmentAugmented realityAvatarEmotionsRetailSocial presenceThe current paper explores the impact that an augmented reality shopping assistant may have on consumers’ emotional and cognitive responses, and how it would affect their buying behaviours. A prototype of an application to assist consumers inside a supermarket was developed using HoloLens glasses. A total of 85 participants were invited to walk-through the store using augmented reality glasses. A PLS-SEM approach was used to test the conceptual model. Results using different scenarios show that media richness (the level of information cues, variety and immediate feedback) impacts consumer decisions and heightens their cognitive and emotional responses. The current study finds that a media-rich augmented reality experience influences brand engagement and willingness to buy through perceived information quality and brand attitudes. At a time when managers in every industry work to capture consumers’ attention, the present study shows how content remains important in every communication activity, even in an innovative augmented reality retail shopping experience.Wiley2024-02-08T00:00:00Z2022-01-01T00:00:00Z20222023-03-29T12:14:07Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttp://hdl.handle.net/10071/24675eng1470-642310.1111/ijcs.12790Amorim, I. P. deGuerreiro, J.Eloy, S.Loureiro, S. M. C.info:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-02-18T01:16:40Zoai:repositorio.iscte-iul.pt:10071/24675Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T22:13:24.426682Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
How augmented reality media richness influences consumer behaviour: A study in a real‐world retail environment |
title |
How augmented reality media richness influences consumer behaviour: A study in a real‐world retail environment |
spellingShingle |
How augmented reality media richness influences consumer behaviour: A study in a real‐world retail environment Amorim, I. P. de Augmented reality Avatar Emotions Retail Social presence |
title_short |
How augmented reality media richness influences consumer behaviour: A study in a real‐world retail environment |
title_full |
How augmented reality media richness influences consumer behaviour: A study in a real‐world retail environment |
title_fullStr |
How augmented reality media richness influences consumer behaviour: A study in a real‐world retail environment |
title_full_unstemmed |
How augmented reality media richness influences consumer behaviour: A study in a real‐world retail environment |
title_sort |
How augmented reality media richness influences consumer behaviour: A study in a real‐world retail environment |
author |
Amorim, I. P. de |
author_facet |
Amorim, I. P. de Guerreiro, J. Eloy, S. Loureiro, S. M. C. |
author_role |
author |
author2 |
Guerreiro, J. Eloy, S. Loureiro, S. M. C. |
author2_role |
author author author |
dc.contributor.author.fl_str_mv |
Amorim, I. P. de Guerreiro, J. Eloy, S. Loureiro, S. M. C. |
dc.subject.por.fl_str_mv |
Augmented reality Avatar Emotions Retail Social presence |
topic |
Augmented reality Avatar Emotions Retail Social presence |
description |
The current paper explores the impact that an augmented reality shopping assistant may have on consumers’ emotional and cognitive responses, and how it would affect their buying behaviours. A prototype of an application to assist consumers inside a supermarket was developed using HoloLens glasses. A total of 85 participants were invited to walk-through the store using augmented reality glasses. A PLS-SEM approach was used to test the conceptual model. Results using different scenarios show that media richness (the level of information cues, variety and immediate feedback) impacts consumer decisions and heightens their cognitive and emotional responses. The current study finds that a media-rich augmented reality experience influences brand engagement and willingness to buy through perceived information quality and brand attitudes. At a time when managers in every industry work to capture consumers’ attention, the present study shows how content remains important in every communication activity, even in an innovative augmented reality retail shopping experience. |
publishDate |
2022 |
dc.date.none.fl_str_mv |
2022-01-01T00:00:00Z 2022 2023-03-29T12:14:07Z 2024-02-08T00:00:00Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10071/24675 |
url |
http://hdl.handle.net/10071/24675 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
1470-6423 10.1111/ijcs.12790 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Wiley |
publisher.none.fl_str_mv |
Wiley |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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RCAAP |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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