I’m my own mannequin: The impact of AR on self-concept

• Autor(a) principal: Martinho, Jéssica Francisco
• Data de Publicação: 2022
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/27047
• topic: Autoconceito -- Self-concept; Auto-estima -- Self esteem; Self-congruence; Appearance; Testimonials; Reviews; Review diagnosticity; Purchase intention; Auto congruência; Aparência; Testemunhos; Diagnosticidade de reviews; Intenção de compra

Augmented reality (AR) is becoming an important technology for marketeers. Covid-19 pandemic triggered e-commerce and nowadays virtual try-on apps presents a lot of advantages in relation to physical try-on. These try on apps involve the attention on the ‘self’. This research examines the impact of AR try on apps on consumers self-concept, such as the ideal self-congruence. Through an online survey, consumers are exposed to two of four scenarios: AR app or website experience, and positive review vs negative review. Furthermore, we uncover that low self-esteem consumers presence higher ideal self-congruence when using AR (vs normal website) while high self-esteem consumers experienced lower ideal self-congruence when comparing to low self-esteem. Also, results indicate that ideal self-congruence indeed impacts purchase intention and confidence in fit whereas confidence in fit moderates the relationship between ideal self-congruence and purchase intention. Testimonials diagnosticity are important to consumers responses, they moderate the relation between ideal self-congruence and purchase intention, the higher the diagnosticity of reviews the higher the purchase intention and positive one’s impact positively product attitude. The present dissertation positively contributes to the literature on AR and the self-concept as well as reviews valence.