{"title":"现实增强技术中的模拟反应:规模开发和验证","authors":"Erol Pala , Sommer Kapitan , Patrick van Esch","doi":"10.1016/j.ijinfomgt.2025.102927","DOIUrl":null,"url":null,"abstract":"<div><div>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.</div></div>","PeriodicalId":48422,"journal":{"name":"International Journal of Information Management","volume":"84 ","pages":"Article 102927"},"PeriodicalIF":27.0000,"publicationDate":"2025-05-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Simulated responses in reality-enhancing technologies: Scale development and validation\",\"authors\":\"Erol Pala , Sommer Kapitan , Patrick van Esch\",\"doi\":\"10.1016/j.ijinfomgt.2025.102927\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"<div><div>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.</div></div>\",\"PeriodicalId\":48422,\"journal\":{\"name\":\"International Journal of Information Management\",\"volume\":\"84 \",\"pages\":\"Article 102927\"},\"PeriodicalIF\":27.0000,\"publicationDate\":\"2025-05-19\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"International Journal of Information Management\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://www.sciencedirect.com/science/article/pii/S0268401225000593\",\"RegionNum\":1,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q1\",\"JCRName\":\"INFORMATION SCIENCE & LIBRARY SCIENCE\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Journal of Information Management","FirstCategoryId":"91","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S0268401225000593","RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"INFORMATION SCIENCE & LIBRARY SCIENCE","Score":null,"Total":0}
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.
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.