Augmenting the eye of the beholder: exploring the strategic potential of augmented reality to enhance online service experiences
Open accessAbstract
Driven by the proliferation of augmented reality (AR) technologies, many firms are pursuing a strategy of service augmentation to enhance customers’ online service experiences. Drawing on situated cognition theory, the authors show that AR-based service augmentation enhances customer value perceptions by simultaneously providing simulated physical control and environmental embedding. The resulting authentic situated experience, manifested in a feeling of spatial presence, functions as a mediator and also predicts customer decision comfort. Furthermore, the effect of spatial presence on utilitarian value perceptions is greater for customers who are disposed toward verbal rather than visual information processing, and the positive effect on decision comfort is attenuated by customers’ privacy concerns.
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References 89 · Cited by 693
Research works printed but not linked: 5
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- Authors
- Hilken, T., de Ruyter, K., Chylinski, M., Mahr, D., & Keeling, D. I.
- Affiliations
- Maastricht University (NL)
- UNSW Sydney (AU)
- Loughborough University (GB)
- Corresponding author
- Hilken, Tim
- Venue
- Journal of the Academy of Marketing Science
- Published
- 2017-05-18
- Volume
- 45
- Issue
- 6
- Pages
- 884-905
- ISSN
- 0092-0703 (ISSN-L)
- 1552-7824
- OpenAlex
- W2616509004
- Cited by
- 693
- References
- 89
- Citations by year
- 2026: 100 · 2025: 122 · 2024: 108 · 2023: 95 · 2022: 80 · 2021: 90 · 2020: 46 · 2019: 39 · 2018: 10 · 2017: 3
- FWCI
- 11.12
- Type
- journal article
- Language
- en
- Open access
- hybrid
- doi.org
- Locations
- Journal of the Academy of Marketing Science (publishedVersion, cc-by)
- Research Publications (Maastricht University) (publishedVersion, cc-by)
- City Research Online (City University London) (acceptedVersion)
- Sussex Research Online (University of Sussex) (submittedVersion, cc-by)
- RePEc: Research Papers in Economics (submittedVersion)
- Figshare (submittedVersion, cc-by)
- Research Portal (King's College London) (submittedVersion)
- Research Publications (Maastricht University) (submittedVersion, other-oa)
- Funders
- Maastricht University
- Topics
- Physical Sciences › Computer Science › Computer Vision and Pattern Recognition › Augmented Reality Applications
- Physical Sciences › Computer Science › Artificial Intelligence › AI in Service Interactions
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Retail Behavior Studies
- Keywords
- augmented reality, customer perceived value, situated cognition, spatial presence, utilitarian value, privacy concerns, information processing style, customer experience
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