Augmented Reality as a Tool to Enhance the Experiential Value of Online Shopping

Çadırcı, Tuğçe Ozansoy; Köse, Şirin Gizem

doi:10.4018/978-1-5225-0110-7.ch012

Cited by 6 publications

(2 citation statements)

References 104 publications

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“…Note that traditional online shopping cannot offer consumers sufficient direct information and interactions with digital products. In the new era of retailing, creating a satisfactory online shopping experience has become a critical success factor (Çadırcı and Köse, 2016). With this regard, AR technology supports the future trend of experiential retailing like shopping in the metaverse.…”

Section: Discussionmentioning

confidence: 99%

“…With this regard, AR technology supports the future trend of experiential retailing like shopping in the metaverse. By improving customers' experiential value with multisensory interactions, AR technology provides product information that resembles the information acquired by examining products in the real world, which increases online product reliability in return (Çadırcı and Köse, 2016). Thus, AR managers can search for ways of improving AR devices and satisfying consumers' needs.…”

Section: Discussionmentioning

confidence: 99%

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Augmented reality in the metaverse market: the role of multimodal sensory interaction

Chen,

Zhang,

Chu

et al. 2023

INTR

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PurposeIn the growing information systems (IS) literature on metaverse, augmented reality (AR) technology is regarded as a cornerstone of the metaverse which enables interaction services. Interaction has been identified as a core technology characteristic of metaverse shopping environments. Based on previous human–technology interaction research, the authors further explicate interaction to be multimodal sensory. The purpose of this study is thus to better understand the unique nature of interaction in AR technology and highlight the technology's benefits for shopping in metaverse spaces.Design/methodology/approachAn experiment has been conducted to empirically examine the authors' research model. The authors use the structural equation modeling (SEM) approach to analyze the collected data.FindingsThis study conceptualizes image, motion and touchscreen interactions as the three dimensions of multimodal sensory interaction, which can reflect visual-, kinesthetic- and haptic-based sensation stimulation. The authors' findings show that multimodal sensory interaction of AR activates consumers' intention to purchase via a psychological process. To delineate this psychological process, the authors use feelings-as-information theory to posit that experiential factors can influence cognitive factors. More specifically, multimodal sensory interaction is shown to increase multisensory experience and spatial presence, which can effectively reduce product uncertainty and information overload. The two outcomes have been considered to be key issues in online shopping environments.Originality/valueThis study is one of the first ones that shed light on the multimodal sensory peculiarity of AR interactions in the extant IS literature. The authors further highlight the benefits of AR in addressing major online shopping concerns about product uncertainty and information overload, which are largely overlooked by prior research. This study uses feelings-as-information theory to explain the impacts of AR interactions, which reveal the essential role of the experiential process in sensory-enabling technologies. This study enriches the existing theoretical frameworks that mostly focus on the cognitive process. The authors' findings about AR interactions provide noteworthy guidelines for the design of metaverse environments and extend the authors' understanding of how the metaverse may bring benefits beyond traditional online shopping settings.

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Section: Discussionmentioning

confidence: 99%

Section: Discussionmentioning

confidence: 99%

Augmented reality in the metaverse market: the role of multimodal sensory interaction

Chen,

Zhang,

Chu

et al. 2023

INTR

View full text Add to dashboard Cite

show abstract

Digitale Tools bei Markeninszenierungen auf Messen und Events

Ruetz¹

2018

Events Und Marke

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Augmenting the eye of the beholder: exploring the strategic potential of augmented reality to enhance online service experiences

Hilken

Ruyter

Chylinski

et al. 2017

J. of the Acad. Mark. Sci.

378

549

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Driven by the proliferation of augmented reality (AR) technologies, many firms are pursuing a strategy of service augmentation to enhance customers' online service experiences. Drawing on situated cognition theory, the authors show that AR-based service augmentation enhances customer value perceptions by simultaneously providing simulated physical control and environmental embedding. The resulting authentic situated experience, manifested in a feeling of spatial presence, functions as a mediator and also predicts customer decision comfort. Furthermore, the effect of spatial presence on utilitarian value perceptions is greater for customers who are disposed toward verbal rather than visual information processing, and the positive effect on decision comfort is attenuated by customers' privacy concerns.

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Augmented Reality as a Tool to Enhance the Experiential Value of Online Shopping

Cited by 6 publications

References 104 publications

Augmented reality in the metaverse market: the role of multimodal sensory interaction

Augmented reality in the metaverse market: the role of multimodal sensory interaction

Digitale Tools bei Markeninszenierungen auf Messen und Events

Augmenting the eye of the beholder: exploring the strategic potential of augmented reality to enhance online service experiences

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