Blending the real world and the virtual world: Exploring the role of flow in augmented reality experiences

• Published in: Journal of business research Vol. 122; pp. 423 - 436
• Main Authors: Brannon Barhorst, Jennifer, McLean, Graeme, Shah, Esta, Mack, Rhonda
• Format: Journal Article
• Language: English
• Published: Elsevier Inc 01.01.2021; Elsevier B.V
• Subjects: Analysis; Augmented Reality; Customer satisfaction; Experiential marketing; Flow; AR; Customer satisfaction; Augmented reality; Experiential marketing; Flow

This study examines the ‘sweet spot’ of augmented reality (AR) through the lens of flow theory and has two primary objectives. First, the study seeks to determine whether investment in AR technologies is warranted by exploring flow in both an AR and a traditional shopping context. Second, the study...