从技术到触摸:AR试戴与网站的自我概念和推荐

IF 9.6 2区管理学 Q1 BUSINESS

Journal of Research in Interactive Marketing Pub Date : 2023-10-05 DOI:10.1108/jrim-07-2023-0222

Aihoor Aleem, Sandra Maria Correia Loureiro, Jéssica Martinho

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引用次数: 0

摘要

品牌面临的主要挑战之一是通过在线平台提供真实体验的能力。本研究的目的是通过一个增强现实(AR)试戴应用程序和一个网站来分析消费者的自我概念和评价。设计/方法/方法对222名参与者进行了一项在线调查，其中他们随机暴露在两种场景中:AR应用程序或网站的试用体验以及正面和负面评论。结果发现理想自我一致性对购买意愿和契合度信心有正向影响。与网站相比，低自尊的消费者使用AR体验到更理想的自我一致性。理想自我一致与购买意愿之间存在部分中介关系。评论的诊断水平越高，购买意愿的水平就越高。原创性/价值本研究通过探索外观自尊在AR应用程序与网站和理想自我一致性之间的关系中的作用，以及它如何影响消费者行为，为互动营销做出贡献。此外，该研究还强调了推荐在塑造消费者意向方面的作用。

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From tech to touch: self-concept and testimonials in AR try-on versus website

Purpose

One of the main challenges that brands face is the ability to provide a real-life experience through online platforms. The aim of this study is to analyze consumers' self-concept and testimonials through an augmented reality (AR) try-on app versus a website.

Design/methodology/approach

An online survey was conducted with 222 participants, in which they were randomly exposed to two scenarios: AR try-on app or website experience and positive versus negative reviews presence.

Findings

The findings indicate positive effects of ideal self-congruence on purchase intention and confidence in fit. Low self-esteem consumers experience greater ideal self-congruence using AR when compared to the website. Confidence in fit partially mediates between ideal self-congruence and purchase intention. Higher levels of diagnosticity of reviews conduct to higher levels of purchase intention.

Originality/value

This study contributes to interactive marketing by exploring the effect of appearance self-esteem in the relationship between AR app versus website and ideal self-congruence and how this influences consumer behavior. In addition, the study also emphasizes the role of testimonials in shaping consumer intentions.

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来源期刊

Journal of Research in Interactive Marketing BUSINESS-

CiteScore

17.80

自引率

17.10%

发文量

期刊介绍： The mission of the Journal of Research in Interactive Marketing is to address substantive issues in interactive, relationship, electronic, direct and multi-channel marketing and marketing management. ISSN: 2040-7122 eISSN: 2040-7122 With its origins in the discipline and practice of direct marketing, the Journal of Research in Interactive Marketing (JRIM) aims to publish progressive, innovative and rigorous scholarly research for marketing academics and practitioners.