The DOI matches its Crossref record; 68 of the 68 references it cites were found in a registry or an index.
Effects of perceived interactivity of augmented reality on consumer responses: A mental imagery perspective
Abstract
As the use of technological features is becoming more common in digital retailing, retailers have adopted augmented reality (AR) solutions to help consumers browse their products. This study examines dimensions of perceived interactivity after experiencing shopping with AR and investigates the relationships between perceived interactivity and mental imagery and between mental imagery and other consumer responses in a mobile shopping context. A total of 302 female online consumers in South Korea participated in a survey. After shopping cosmetic products with the AR function in a mobile app, participants completed the questionnaire. The findings reveal that the controllability and playfulness dimensions of perceived interactivity influence mental imagery, which, in turn, affects consumers' attitudes toward a product and their behavioral intentions. The relationship between perceived interactivity and mental imagery differs based on an individual's involvement level. These results provide practical insights for digital retailers in creating effective mobile shopping environments.
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Cited by
Marketing in the Metaverse: Conceptual understanding, framework, and research agenda
Giang Barrera, K., & Shah, D. (2023) · Journal of Business Research · doi:10.1016/j.jbusres.2022.113420 · Cited by 674
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Daassi, M., & Debbabi, S. (2021) · Information & Management · doi:10.1016/j.im.2021.103453 · Cited by 239
Kim, J.-H., Kim, M., Park, M., & Yoo, J. (2023) · Telematics and Informatics · doi:10.1016/j.tele.2022.101936 · Cited by 188
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Metadata
- Authors
- Park, M., & Yoo, J.
- Venue
- Journal of Retailing and Consumer Services
- Publisher
- Elsevier BV
- Published
- 2020-01
- Volume
- 52
- Pages
- 101912
- ISSN
- 0969-6989 (ISSN-L)
- OpenAlex
- W2968846733
- Cited by
- 411
- References
- 68
- FWCI
- 36.54
- Type
- journal article
- Language
- en
- Open access
- closed
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