Augmented reality as a product presentation tool: focusing on the role of product information and presence in AR

• Published in: Fashion and textiles Vol. 8; no. 1; pp. 1 - 23
• Main Authors: Kim, Terry Haekyung, Choo, Ho Jung
• Format: Journal Article
• Language: English
• Published: Singapore Springer Singapore 25.07.2021; Springer Nature B.V; SpringerOpen; 한국의류학회
• Subjects: Augmented reality; Business and Management; Characterization and Evaluation of Materials; Chemistry; Chemistry and Materials Science; Consumers; Environment; Imagery; Information fulfillment; Life Sciences; Presence; Product information; Psychological ownership; Tactics; Textile Engineering; 생활과학; Information fulfillment; Psychological ownership; Presence; Imagery; Product information; Augmented reality
• ISSN: 2198-0802; 2198-0802
• DOI: 10.1186/s40691-021-00261-w

As augmented reality (AR) technology advances, marketers are eager to adopt the technology for communication to persuade consumers to develop favorable attitudes and behaviors toward their products and services. This study aims to investigate the effect of product information (utilitarian vs. hedonic attributes) and presence on consumers’ product evaluation in AR. Through a quasi experiment, this study demonstrates how product attribute information and presence in AR affect product evaluation by mediating imagery, information fulfillment, and psychological ownership. At the same time, this study identifies the moderating role of consumers’ technological innovativeness in the effect of presence on consumers’ imagery. This research offers new insights into the role of product information in AR, which previous studies lack, to explore and highlight the predictors of positive product experiences in AR. Innovative marketers are likely to benefit from this study in developing product presentation tactics with AR technology.