Augmented reality magic mirror in the service sector: experiential consumption and the self

Ahmed, Khaled El-Shamandi; Ambika, Anupama; Belk, Russell W.

doi:10.1108/josm-12-2021-0484

Cited by 23 publications

(23 citation statements)

References 79 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Second, this study contributes to research on the exploration of possible selves in virtual contexts (Ambika et al, 2022;El-Shamandi Ahmed et al, 2023) by showing that self-presence and self-explorative engagement enable consumers to explore their possible selves. This finding extends prior research, which shows that consumers use AR to explore their ideal and true self-presentation (Javornik et al, 2022).…”

Section: Discussionmentioning

confidence: 84%

“…Exploring one’s possible selves ranges from imagining wearing a pair of shoes to imagining being a good student (Belk, 2003; Erikson, 2007), and in many cases, digital environments enable consumers to explore their possible selves (Belk, 2013). For instance, AR for makeup enables consumers to explore possible selves via a lived fantasy experience, such as trying on Rihanna’s makeup style (El-Shamandi Ahmed et al , 2023).…”

Section: Literature Review and Theoretical Backgroundmentioning

confidence: 99%

“…Studies suggest that AR-VTOs motivate consumers to decorate their virtual selves (Huang and Liao, 2017), help discover possible selves and impact consumers’ self-concept (Javornik et al , 2021). Furthermore, the existing studies discuss the possibilities and impossibilities of exploring possible selves virtually and their interconnection to self-concept (El-Shamandi Ahmed et al , 2023). However, little is known about the antecedents of the exploration of possible selves and how it leads to positive brand responses.…”

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

The emperor’s new clothes: self-explorative engagement in virtual try-on service experiences positively impacts brand outcomes

Lavoye

Sipilä

Mero

et al. 2023

JSM

View full text Add to dashboard Cite

Purpose Virtual try-on (VTO) technology offers an opportunity for fashion and beauty brands to provide enriched self-explorative experiences. The increased popularity of VTOs makes it urgent to understand the drivers and consequences of the exploration of styles in VTO contexts (herein called self-explorative engagement). Notably, little is known about the antecedent and outcomes of the personalized self-explorative experience central to VTOs. This paper aims to fill this knowledge gap. Design/methodology/approach An online quasi-experiment (N = 500) was conducted in the context of fashion and beauty VTOs. Participants were asked to virtually try on sunglasses or lipsticks and subsequently answer a questionnaire measuring the key constructs: self-presence (i.e. physical similarity and identification), self-explorative engagement (i.e. exploration of styles in VTO context), brand cognitive processing and brand attitude. The authors analyze the data with structural equation modeling via maximum likelihood estimation in LISREL. Findings The experience of self-presence during consumers’ use of VTOs in augmented reality environments has a positive effect on self-explorative engagement. Furthermore, a mediation analysis reveals that self-explorative engagement improves brand attitude via brand cognitive processing. The results are confirmed for two popular fashion and beauty brands. Originality/value Grounded in extended self theory, to the best of the authors’ knowledge, this is the first study to show that a realistic VTO experience encourages self-extension via a process starting from the exploration of styles and results in increased brand cognitive processing and more positive brand attitudes. The exploration of styles is enabled by self-presence.

show abstract

Section: Discussionmentioning

confidence: 84%

Section: Literature Review and Theoretical Backgroundmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 1 more Smart Citation

The emperor’s new clothes: self-explorative engagement in virtual try-on service experiences positively impacts brand outcomes

Lavoye

Sipilä

Mero

et al. 2023

JSM

View full text Add to dashboard Cite

show abstract

“…In retail, the use of digital technologies as the bases for new services is unfolding as part of the transition to competition based on superior customer experiences as opposed to the traditional transactional models of buying low and selling high. One of the key technologies in this transition is AR, which in laboratory experiments has shown high potential but has frequently been implemented in the real world with disappointing outcomes (El-Shamandi Ahmed et al. , 2022).…”

Section: Discussionmentioning

confidence: 99%

Designing augmented reality services for enhanced customer experiences in retail

Vaidyanathan

Henningsson

2022

JOSM

View full text Add to dashboard Cite

PurposeTo deliver superior customer experiences, retailers are increasingly turning to augmented reality (AR) technologies for new digital services that can enhance their customer interactions. The potential of AR has been validated in lab experiments, but when implemented in real-world contexts, its commercial impact has been limited. Therefore, this paper investigates how to design AR-based services (AR services) that enhance customer experiences in retail.Design/methodology/approachThe paper uses a conceptual research approach to integrate research on AR in the context of retail, combining customer, retailer, and technical perspectives with the design thinking method to demonstrate how the challenge of AR service design can be addressed through design thinking.FindingsThe paper develops propositions that explain how a design thinking method is useful in the design of effective AR services. The paper also articulates principles for how to implement the design thinking method in the specific context of AR for enhanced customer experiences.Practical implicationsThe study documents critical practices for retailers seeking to be competitive with superior customer experiences under the increasing digitalization of retailer-customer interactions.Originality/valueThe study contributes to the service design literature by answering the call to develop moderately abstracted explanations of how different digital technologies can be used to provision new services in different application domains, with the focus here being the design of AR services in the context of retail.

show abstract

“…Aligned with Zarantonello and Schmitt's experiential view of immersive technologies, El-Shamandi et al. (2022) adopted a consumer perspective to examine how consumers defined an AR makeup mirror experience in the service landscape.…”

Section: The Role New-age Technologies Play In Consumption and Servic...mentioning

confidence: 99%

The extended reality technology (ERT) framework for designing customer and service experiences in phygital settings: a service research agenda

Batat

Hammedi

2022

JOSM

View full text Add to dashboard Cite

PurposeBecause new-age technologies are gaining a broader interest among service scholars and practitioners, it is critical to identify these technologies and examine the roles they play. The examination needs to be conducted to design engaging customer and service experiences in new phygital settings that connect physical and digital environments. This review article aims to provide researchers with a new comprehensive and integrative extended reality technology (ERT) framework. The framework serves as the basis for an all-inclusive view of ERT types in order to explore the different types of technology used to design phygital customer and service experiences.Design/methodology/approachThis article reviews prior works on the role technology plays in terms of customer experiences across various fields of research, including consumer, marketing and service literature. Adopting an experiential and phygital perspective as well as considering a consumer standpoint, this article defines the scope of the ERT framework by identifying categories of new-age technologies and their effects related to the design of phygital customer and service experiences.FindingsThe ERT framework proposed in this article offers directions for future research by adopting an experiential approach to technologies in order to categorize additional technological devices, platforms and tools that can be considered in the design of phygital experiences following several extension processes. These processes can enhance the cognitive, social, sensory and contextual dimensions of the phygital experience and thus create a continuum in terms of customer value from physical to digital settings and vice versa.Research limitations/implicationsCompanies and service providers may benefit from a new, comprehensive, focused framework that assembles different types of technology. The technologies can be utilized to design engaging customer and service experiences that deliver customer value from physical to digital spaces and inversely.Originality/valueNo prior works have proposed a comprehensive ERT framework for service research following an experiential perspective and a consumer view of the experience occurring in a new setting: phygital. By embracing the ERT framework provided in this article, future service scholars can examine the dynamics and types of technologies that can positively or negatively affect the design of consumption and service experiences in phygital settings.

show abstract

Augmented reality magic mirror in the service sector: experiential consumption and the self

Cited by 23 publications

References 79 publications

The emperor’s new clothes: self-explorative engagement in virtual try-on service experiences positively impacts brand outcomes

The emperor’s new clothes: self-explorative engagement in virtual try-on service experiences positively impacts brand outcomes

Designing augmented reality services for enhanced customer experiences in retail

The extended reality technology (ERT) framework for designing customer and service experiences in phygital settings: a service research agenda

Contact Info

Product

Resources

About