Journal of Interactive Marketing· 2017Q1
Is Augmented Reality Technology an Effective Tool for E-commerce? An Interactivity and Vividness Perspective
- 1,016citations
- Q1SCImago
- 2017year
Short summary
Augmented reality (AR) significantly enhances e-commerce effectiveness for products like sunglasses and watches, leading to greater novelty, immersion, enjoyment, and usefulness, and ultimately increasing positive attitudes and purchase intentions compared to traditional websites.
AI-generated from the title and abstract; the full text is not read.
Key points
- AR increases novelty, immersion, enjoyment, and usefulness compared to traditional web presentations.
- AR positively impacts attitudes toward the medium and purchase intention.
- Immersion mediates the relationship between interactivity/vividness and usefulness/enjoyment in AR.
- Web-based product presentations showed no significant paths between interactivity and immersion.
AI-generated from the title and abstract; the full text is not read.
Abstract
This study evaluates the effectiveness of augmented reality (AR) as an e-commerce tool using two products — sunglasses and watches. Study 1 explores the effectiveness of AR by comparing it to a conventional website. The results show that AR provides effective communication benefits by generating greater novelty, immersion, enjoyment, and usefulness, resulting in positive attitudes toward medium and purchase intention, compared to the web-based product presentations. Study 2 compares the paths by which consumers evaluate products through AR versus web with a focus on interactivity and vividness. It is revealed that immersion mediates the relationship between interactivity/vividness and two outcome variables — usefulness and enjoyment in the AR condition compared to the web condition where no significant paths between interactivity and immersion and between previous media experience and media novelty are found. Participants’ subjective opinions about AR are examined through opinion mining to better understand consumer responses to AR.
The authors' abstract, as published at the source. Journal of Interactive Marketing, 2017 · DOI ↗
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Field: Human-Computer Interaction
Human-Computer InteractionComputer Science