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

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. hedoni...

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Published inFashion and textiles Vol. 8; no. 1; pp. 1 - 23
Main Authors Kim, Terry Haekyung, Choo, Ho Jung
Format Journal Article
LanguageEnglish
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
Online AccessGet full text
ISSN2198-0802
2198-0802
DOI10.1186/s40691-021-00261-w

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Abstract 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.
AbstractList 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. KCI Citation Count: 0
Abstract 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.
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.
ArticleNumber 29
Author Choo, Ho Jung
Kim, Terry Haekyung
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  organization: Professor, Dept. of Textiles, Merchandising, and Fashion Design, Seoul National University
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Keywords Information fulfillment
Psychological ownership
Presence
Imagery
Product information
Augmented reality
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Snippet As augmented reality (AR) technology advances, marketers are eager to adopt the technology for communication to persuade consumers to develop favorable...
Abstract As augmented reality (AR) technology advances, marketers are eager to adopt the technology for communication to persuade consumers to develop...
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SubjectTerms 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
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Title Augmented reality as a product presentation tool: focusing on the role of product information and presence in AR
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