The DOI matches its Crossref record; 11 of the 11 references it cites were found in a registry or an index.
‘It’s an illusion, but it looks real!’ Consumer affective, cognitive and behavioural responses to augmented reality applications
Open accessAbstract
The paper investigates two augmented reality (AR) applications and corresponding consumer responses to their media characteristics. Firstly, it discusses the role of interactivity with AR technology. Secondly, it introduces augmentation as a salient media characteristic of AR applications and tests measurement items of perceived augmentation. Two experimental studies replicate the research design of Van Noort et al. [Van Noort, G., Voorveld, H. A. M., & van Reijmersdal, E. A. (2012). Interactivity in brand web sites: cognitive, affective, and behavioral responses explained by consumers’ online flow experience. Journal of Interactive Marketing, 26, 223–234], applying it in the context of AR. The results show that perceived augmentation represents a fitting concept for understanding consumer responses to AR features and, furthermore, that flow mediates effects of perceived augmentation on consumers’ affective responses and behavioural intentions. AR features on the other hand do not increase perception of interactivity. Finally, implications of the study and further research directions are discussed.
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Cites
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BackgroundSPSS and SAS procedures for estimating indirect effects in simple mediation models
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Interactivity: a concept explication
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Cited by
Augmented reality marketing: How mobile AR-apps can improve brands through inspiration
Rauschnabel, P. A., Felix, R., & Hinsch, C. (2019) · Journal of Retailing and Consumer Services · doi:10.1016/j.jretconser.2019.03.004 · Cited by 747
Hilken, T., de Ruyter, K., Chylinski, M., Mahr, D., & Keeling, D. I. (2017) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-017-0541-x · Cited by 693
Loureiro, S. M. C., Guerreiro, J., & Ali, F. (2020) · Tourism Management · doi:10.1016/j.tourman.2019.104028 · Cited by 659
Rese, A., Baier, D., Geyer-Schulz, A., & Schreiber, S. (2017) · Technological Forecasting and Social Change · doi:10.1016/j.techfore.2016.10.010 · Cited by 470
We ARe at home: how augmented reality reshapes mobile marketing and consumer-brand relationships.
Scholz, J., & Duffy, K. (2018) · Journal of Retailing and Consumer Services · doi:10.1016/j.jretconser.2018.05.004 · Cited by 397
Metadata
- Authors
- Javornik, A.
- Venue
- Journal of Marketing Management
- Publisher
- Informa UK Limited
- Published
- 2016-05-11
- Volume
- 32
- Issue
- 9-10
- Pages
- 987-1011
- ISSN
- 0267-257X (ISSN-L)
- 1472-1376
- OpenAlex
- W2387008200
- Cited by
- 408
- References
- 11
- FWCI
- 10.27
- Type
- journal article
- Language
- en
- Open access
- green
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- Javornik, A. (2016). ‘It’s an illusion, but it looks real!’ Consumer affective, cognitive and behavioural responses to augmented reality applications. Journal of Marketing Management. https://doi.org/10.1080/0267257x.2016.1174726
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Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
