增强现实体验在消费者新产品购买意愿中的作用

IF 4.4 3区 管理学 Q2 BUSINESS
Anupama Ambika, Varsha Jain, Russell Belk, Dharun Kasilingam, Rajneesh Krishna
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引用次数: 0

摘要

增强现实营销(ARM)正迅速成为增强消费者体验的重要营销渠道。过去,研究人员主要关注ARM的各种前因、机制和结果。然而,这项研究旨在通过探索ARM体验如何推动独特的结果来深化知识。基于消费体验的TEAV模型,我们采用混合方法,利用22名访谈参与者和711名调查对象的数据,通过PLS-SEM进行分析。研究结果表明,ARM促进了认知体验、情感体验和共同创造体验,影响了消费者对熟悉产品新变体的购买意愿。该研究的见解确立了技术在实现新体验和影响消费行为方面的作用。这些发现扩大了对ARM体验独特结果的学术理解。品牌、零售商和营销人员可以利用这项研究,通过鼓励支持arm的体验和购买来提高收入和形象。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
The Role of Augmented Reality Experiences in Consumers' Purchase Intention Toward New Products

Augmented reality marketing (ARM) is rapidly emerging as a critical marketing channel to enhance consumer experiences. In the past, researchers have focused on ARM's varied antecedents, mechanisms, and outcomes. However, this study aims to deepen the knowledge by exploring how ARM experiences can drive unique outcomes. Based on the TEAV model of consumption experience, we followed a mixed methods approach, utilizing the data from 22 interview participants and 711 survey respondents, analyzed through PLS-SEM. The findings indicate that ARM facilitates cognitive, affective, and co-creation experiences, influencing the purchase intention toward new variants of familiar products. The study's insights establish the role of technology in enabling new experiences and influencing consumption behaviors. The findings expand the academic understanding of the unique outcomes of ARM experiences. Brands, retailers, and marketers can use this research to boost revenue and image by encouraging ARM-enabled experiences and purchases.

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来源期刊
CiteScore
7.30
自引率
11.60%
发文量
99
期刊介绍: The Journal of Consumer Behaviour aims to promote the understanding of consumer behaviour, consumer research and consumption through the publication of double-blind peer-reviewed, top quality theoretical and empirical research. An international academic journal with a foundation in the social sciences, the JCB has a diverse and multidisciplinary outlook which seeks to showcase innovative, alternative and contested representations of consumer behaviour alongside the latest developments in established traditions of consumer research.
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