The Influence of Mixed Reality on Satisfaction and Brand Loyalty: A Brand Equity Perspective

Abstract

Mixed reality technology is being increasingly used in cultural heritage attractions to enhance visitors’ experience. However, how the characteristics of mixed reality affect satisfaction and brand loyalty has not been explored in previous research. The purpose of this study is to identify factors affecting satisfaction with mixed reality experiences at cultural and artistic visitor attractions and their influence on brand loyalty, which is connected with management performance. We propose a theoretical model based on brand equity theory in the context of mixed reality experience. Survey data were gathered from 251 respondents visiting a cultural and artistic visitor attraction in Seoul, Korea using a stratified sampling method. PLS-SEM was employed for the data analysis. The results suggest that the characteristics of mixed reality (interactivity, vividness) not only influence the affective aspects (perceived immersion, perceived enjoyment) of visitors’ experience, but also positively affect brand awareness, brand association, and brand loyalty.

Antecedents and moderators of consumer adoption toward AR‐enhanced virtual try‐on technology: A stimulus‐organism‐response approach

“…Similarly, previous researchers argued that the stimulating experience of trying VR/AR technology features taps individuals’ desired value, derived from their positive and immersive experience (Fiore et al., 2005; Kolesova & Singh, 2019). For example, in their study of mobile AR‐enhanced App (Do et al., 2020) and mixed reality App (Bae et al., 2020), technology attributes of graphic simulation technology (e.g., perceived interactivity, vividness) were found to induce immersive experiences such as telepresence. AR‐enhanced technology is characterized by the technically mixed nature combining both augmentation and 3D interactive features to portray objects, users, and their surrounding environment (Do et al., 2020; Fan et al., 2020; Javornik, 2016).…”

“…In the VR/AR literature, researchers argued that technology attributes that are derived from the unique technologic structure and interactive properties of technology can explain consumers’ cognitive and affective experiences and subsequent technology use (adoption) behavior (Do et al., 2020; Kolesova & Singh, 2019; Zhao et al., 2020). From the perspective of the stimulus–organism–response (SOR) framework (Mehrabian & Russell, 1974), technology attributes can serve as the environmental stimuli that affect consumers’ internal cognition and emotional state and subsequent approach (e.g., adoption/use) behavior (Bae et al., 2020; Do et al., 2020). Fiore and Kim (2007) also emphasized the integrative nature of consumers’ shopping experiences, suggesting that consumers process shopping‐related environment stimuli through their organism, which includes their experiential feelings (e.g., immersion) and value perceptions.…”