现实增强技术中的模拟反应:规模开发和验证

IF 27 1区 管理学 Q1 INFORMATION SCIENCE & LIBRARY SCIENCE
Erol Pala , Sommer Kapitan , Patrick van Esch
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引用次数: 0

摘要

增强现实技术会影响消费者的决策,但我们对消费者如何使用此类技术对营销内容做出反应的理解还处于初级阶段。我们开发了一个量表来衡量消费者在增强现实技术体验中的模拟反应,从而创建了一个12项模拟反应量表,包括两个维度,模拟饱足(6项)和模拟沉浸(6项)。分析表明,模拟反应是一个多维结构,每个维度都被认为是一个独立的尺度。因此,模拟饱足降低了对增强现实工具和购买意图的评价,而模拟沉浸提高了这两种反应。结果揭示了内容多样性和曝光时间如何与模拟饱足感和模拟沉浸感相互作用,从而影响消费者的评价和决策。通过采用模拟反应量表,营销从业者可以评估其现实增强技术策略的有效性。目标是优化内容种类和曝光时间,以便在启动营销活动之前取得更好的效果。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Simulated responses in reality-enhancing technologies: Scale development and validation
Reality-enhancing technologies influence consumer decisions, yet our understanding of how consumers respond to marketing content using such technologies is nascent. We develop a scale to measure consumers’ simulated responses in reality-enhancing technology experiences, resulting in the creation of a 12-item simulated responses scale with two dimensions, simulated satiation (6 items) and simulated immersion (6 items). The analyses revealed that simulated responses is a multidimensional construct, with each dimension considered an independent scale. Consequently, simulated satiation lowers evaluations of augmented reality tools and purchase intent, yet simulated immersion raises both responses. The results reveal how content variety and exposure duration interact with simulated satiation and simulated immersion to influence consumers’ evaluations and decisions. By employing the simulated responses scale, marketing practitioners can assess the effectiveness of their reality-enhancing technology strategies. The goal is to optimize content variety and exposure duration to achieve better outcomes prior to launching a marketing campaign.
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来源期刊
International Journal of Information Management
International Journal of Information Management INFORMATION SCIENCE & LIBRARY SCIENCE-
CiteScore
53.10
自引率
6.20%
发文量
111
审稿时长
24 days
期刊介绍: The International Journal of Information Management (IJIM) is a distinguished, international, and peer-reviewed journal dedicated to providing its readers with top-notch analysis and discussions within the evolving field of information management. Key features of the journal include: Comprehensive Coverage: IJIM keeps readers informed with major papers, reports, and reviews. Topical Relevance: The journal remains current and relevant through Viewpoint articles and regular features like Research Notes, Case Studies, and a Reviews section, ensuring readers are updated on contemporary issues. Focus on Quality: IJIM prioritizes high-quality papers that address contemporary issues in information management.
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