基于算法的增强现实增加了网站访问时间和总在线购买金额：正念的作用

IF 11 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services Pub Date : 2024-12-28 DOI:10.1016/j.jretconser.2024.104201

Tseng-Lung Huang , Ben S. Liu

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引用次数: 0

摘要

本研究结合嵌入式认知理论和正念理论，探讨基于算法的AR （AAR）零售服务在跨零售环境下无缝购物体验中的作用。采用混合研究方法（实验操作和基于场景的调查），结果表明AAR零售服务的两个要素（人-算法交互和活动相关真实性）间接提高了官方网站的购物时间和购物车数量。正念是一种心理机制，通过这种机制，消费者可以感知到AR组件与在线零售服务官方网站之间的无缝体验。即便如此，零售商和品牌应该根据消费者的技术准备程度（TR）来开发AR/网站界面。这是一项关于AAR在跨零售环境下影响的开创性研究。

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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Algorithm-based augmented reality increases website visit duration and total online purchase amount: Role of mindfulness

This study integrates embedded cognition theory and mindfulness theory to investigate the role of algorithm-based AR (AAR) retail services in seamless shopping experiences in a cross-retail context. After using mixed research methods (experimental manipulation and a scenario-based survey), the results reveal that two elements of AAR retail services (human–algorithm interaction and activity-related authenticity) indirectly improve shopping duration and shopping cart amount at the official website. Mindfulness is the psychological mechanism through which consumers may perceive a seamless experience between the AR component and the official website of an online retail service. Even so, retailers and brands should develop AR/website interfaces based on the degree of the technology readiness (TR) of their consumers. This is a pioneer study on the impact of AAR in a cross-retail context.

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来源期刊

Journal of Retailing and Consumer Services BUSINESS-

CiteScore

20.40

自引率

14.40%

发文量

340

审稿时长

20 days

期刊介绍： The Journal of Retailing and Consumer Services is a prominent publication that serves as a platform for international and interdisciplinary research and discussions in the constantly evolving fields of retailing and services studies. With a specific emphasis on consumer behavior and policy and managerial decisions, the journal aims to foster contributions from academics encompassing diverse disciplines. The primary areas covered by the journal are: Retailing and the sale of goods The provision of consumer services, including transportation, tourism, and leisure.