增强现实购物体验的效果：沉浸感、存在感和满意度

IF 9.6 2区管理学 Q1 BUSINESS

Journal of Research in Interactive Marketing Pub Date : 2023-03-21 DOI:10.1108/jrim-09-2022-0268

M. T. tom Dieck, Eleanor E. Cranmer, Alexandre Luis Prim, D. Bamford

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引用次数: 0

摘要

目的增强现实（AR）正在改变商业和互动营销的格局。这项研究旨在调查消费者的参与程度，以及沉浸感和存在感是否会影响AR购物满意度，比较高沉浸感和低沉浸感的AR体验。设计/方法论/方法本文采用定量方法。进行了两项研究：173名参与者的高沉浸式AR实验和222名参与者的低沉浸式AR体验。使用SmartPLS的偏最小二乘结构方程建模对研究结果进行了分析。结果表明，当涉及到不同的沉浸式AR水平时，沉浸和存在的前因不同。在高度沉浸式AR体验中，流量、信息寻求和新颖性是与沉浸感相关的属性，而享受和个性化则与存在感相关。相比之下，在低沉浸感的AR体验中，只有流量与沉浸感有关，而信息寻求、新颖性和个性化与存在感有关。这些结果突出了沉浸感和在场感作为AR购物满意度体验中介的作用。独创性/价值这项研究的独创性在于使用了一个竞争模型进行分析。研究结果表明，AR体验的视角是偶然的，取决于高或低沉浸体验，因此公司必须关注如何衡量AR体验，以提高参与度和满意度。

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The effects of augmented reality shopping experiences: immersion, presence and satisfaction

PurposeAugmented reality (AR) is transforming the business and interactive marketing landscape. This research aims to investigate consumers' degree of involvement and if a feeling of immersion and presence influences AR shopping satisfaction, comparing high- and low-immersive AR experiences.Design/methodology/approachThis paper uses a quantitative approach. Two studies were carried out: a high-immersive AR experiment with 173 participants and a low-immersive AR experience with 222 participants. Findings were analyzed using partial least square structural equation modeling with SmartPLS.FindingsResults indicate the antecedents of immersion and presence differ when it comes to different immersive AR levels. In a high-immersive AR experience, flow, information seeking and novelty are attributes related to immersion, while enjoyment and personalization are related to presence. Contrastingly, in a low-immersive AR experience, only flow is related to immersion, while information seeking, novelty and personalization are related to presence. These results highlight the role of immersion and presence as mediators for AR shopping satisfaction experience.Originality/valueThis study's originality lies in the use of a rival model for analysis. Findings suggest a contingent perspective of AR experience, depending on high- or low-immersion experience, so companies must pay attention for how to measure AR experiences to increase involvement and satisfaction.

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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.