Bridging Imagination Gaps on the Path to Purchase with Augmented Reality: Field and Experimental Evidence

IF 6.8 1区 管理学 Q1 BUSINESS
Tim Hilken, Jonas Heller, D. Keeling, Mathew B. Chylinski, D. Mahr, Ko de Ruyter
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引用次数: 9

Abstract

Many firms use augmented reality (AR) that projects lifelike product holograms into the physical environment to assist customers in bridging so-called “imagination gaps,” which can arise on their path to purchase. However, research has not yet studied whether and how AR might help customers address two pertinent sources of such imagination gaps: (1) increased cognitive load when evaluating multiple products together (e.g., in a bundle) and (2) extended physical distance to the point-of-sale (e.g., out-of-store, at home). Building on mental imagery theorizing, we explain how AR supports customers in bridging these gaps, and, through a series of field and experimental studies, we evidence effects on customer purchase intentions and behavior. Specifically, we show that AR-generated imagery of bundled (versus individual) products enhances intended and actual purchases at the point-of-sale. Furthermore, when deployed at distant points in the purchase funnel (out-of-store, at-home), AR increases purchases through improved self-projection, which we describe as the psychological mechanism customers use to mentally bridge distance to the point-of-sale. We qualify this mediating mechanism through an important moderating process, where the effect of AR-generated imagery on self-projection is suppressed for customers with a holistic (versus analytic) thinking style.
用增强现实弥合购买道路上的想象差距:实地和实验证据
许多公司使用增强现实技术(AR),将逼真的产品全息图投射到物理环境中,以帮助客户弥合他们在购买过程中可能出现的所谓“想象差距”。然而,研究尚未研究增强现实是否以及如何帮助客户解决这种想象差距的两个相关来源:(1)在一起评估多个产品(例如,捆绑在一起)时增加认知负荷;(2)延长到销售点的物理距离(例如,在商店外,在家)。在心理意象理论的基础上,我们解释了AR如何支持客户弥合这些差距,并通过一系列实地和实验研究,我们证明了对客户购买意图和行为的影响。具体来说,我们展示了ar生成的捆绑(相对于单个)产品图像增强了销售点的预期和实际购买。此外,当部署在购买渠道中的遥远点(店外、在家)时,增强现实通过改进的自我投射增加了购买量,我们将其描述为客户使用的心理机制,以在心理上弥合与销售点的距离。我们通过一个重要的调节过程来限定这种中介机制,在这个过程中,ar生成的图像对自我投射的影响对于具有整体(相对于分析)思维风格的客户是被抑制的。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
20.20
自引率
5.90%
发文量
39
期刊介绍: The Journal of Interactive Marketing aims to explore and discuss issues in the dynamic field of interactive marketing, encompassing both online and offline topics related to analyzing, targeting, and serving individual customers. The journal seeks to publish innovative, high-quality research that presents original results, methodologies, theories, and applications in interactive marketing. Manuscripts should address current or emerging managerial challenges and have the potential to influence both practice and theory in the field. The journal welcomes conceptually rigorous approaches of any type and does not favor or exclude specific methodologies.
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