Is Augmented Reality Technology an Effective Tool for E-commerce? An Interactivity and Vividness Perspective
Abstract
This study evaluates the effectiveness of augmented reality (AR) as an e-commerce tool using two products — sunglasses and watches. Study 1 explores the effectiveness of AR by comparing it to a conventional website. The results show that AR provides effective communication benefits by generating greater novelty, immersion, enjoyment, and usefulness, resulting in positive attitudes toward medium and purchase intention, compared to the web-based product presentations. Study 2 compares the paths by which consumers evaluate products through AR versus web with a focus on interactivity and vividness. It is revealed that immersion mediates the relationship between interactivity/vividness and two outcome variables — usefulness and enjoyment in the AR condition compared to the web condition where no significant paths between interactivity and immersion and between previous media experience and media novelty are found. Participants’ subjective opinions about AR are examined through opinion mining to better understand consumer responses to AR.
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Relative to static online displays, AR raises product attitudes, purchase intention, and willingness to pay, with gains large enough to register in real sales data.
“A substantial body of work confirms that, relative to static online displays, AR raises product attitudes, purchase intention, and willingness to pay, and that these gains are large enough to register in real sales data (Heller et al. 2019;Yim et al. 2017).”
From Seeing Is Believing, Experiencing Is Deciding: How Augmented Reality Attributes Drive Confidence in Choice and Willingness to Pay (2026) · cites this paper as Yim et al. 2017
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- Authors
- Yim, M. Y.-C., Chu, S.-C., & Sauer, P. L.
- Affiliations
- University of Massachusetts Lowell (US)
- DePaul University (US)
- Canisius College (US)
- Corresponding author
- Yim, Mark Yi-Cheon
- Chu, Shu-Chuan
- Sauer, Paul L.
- Venue
- Journal of Interactive Marketing
- Publisher
- SAGE Publications
- Published
- 2017-08
- Volume
- 39
- Issue
- 1
- Pages
- 89-103
- ISSN
- 1094-9968 (ISSN-L)
- 1520-6653
- OpenAlex
- W2724987513
- Cited by
- 1,142
- References
- 12
- Citations by year
- 2026: 169 · 2025: 234 · 2024: 215 · 2023: 161 · 2022: 141 · 2021: 97 · 2020: 67 · 2019: 39 · 2018: 18 · 2017: 1
- FWCI
- 13.61
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Journal of Interactive Marketing (publishedVersion)
- RePEc: Research Papers in Economics (submittedVersion)
- Topics
- Physical Sciences › Computer Science › Computer Vision and Pattern Recognition › Augmented Reality Applications
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Retail Behavior Studies
- Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
- Keywords
- augmented reality, e-commerce, interactivity, vividness, immersion, purchase intention, consumer attitudes, product presentation, sunglasses, watches, sentiment analysis
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