Augmented reality (AR) marketing and consumer responses: A study of cue-utilization and habituation

While Augmented reality (AR) enables consumers to experience a more vivid and entertaining shopping experience, there is limited empirical knowledge on how this technology influences behavioral consumer responses, particularly over time. This study builds on cue-utilization and habituation theories...

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Bibliographic Details
Published inJournal of business research Vol. 182; p. 114813
Main Authors Söderström, Charlotte, Mikalef, Patrick, Dypvik Landmark, Andreas, Gupta, Shivam
Format Journal Article
LanguageEnglish
Published Elsevier Inc 01.09.2024
Subjects
Augmented Reality Marketing
Marketing management
Purchase Intention
SOR model
AR
Marketing management
Augmented Reality Marketing
SOR model
Purchase Intention
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Summary:While Augmented reality (AR) enables consumers to experience a more vivid and entertaining shopping experience, there is limited empirical knowledge on how this technology influences behavioral consumer responses, particularly over time. This study builds on cue-utilization and habituation theories to understand if the proposed effects are subject to erosion over repeated use of AR applications. To evaluate the hypotheses, we conducted a study with users of an AR marketing app in the USA. Perceptions of usefulness are most important for first-time users when it comes to purchase intention. Contrarily, for habitual users’, enjoyment was found to be the most important factor. In addition, we find that vividness has a stronger effect on affective responses for first-time users compared to habitual users, and augmentation exerts a stronger effect for habitual users on their cognitive and affective responses.
ISSN:0148-2963
1873-7978
DOI:10.1016/j.jbusres.2024.114813