How augmented reality affects advertising effectiveness: The mediating effects of curiosity and attention toward the ad

Yang, Shuai; Carlson, Jeffrey R.; Chen, Sixing

doi:10.1016/j.jretconser.2019.102020

Cited by 115 publications

(65 citation statements)

References 67 publications

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“…These studies are mostly based on the developed countries such as the US [10,14], UK [15], Spain [13], and Germany [16]. Only a few studies [17][18][19][20] on developing countries and the retail store context are available. Perannagari et al [17], in their thematic analysis, examined the factor of behavioral intention and identified eight themes: augmentation quality, media characteristics, value, flow concept, psychological factors, use motivation, etc.…”

Section: Introductionmentioning

confidence: 99%

Factors Affecting Augmented Reality Adoption in the Retail Industry

Alam

Susmit

Lin

et al. 2021

Journal of Open Innovation: Technology, Market, and Complexity

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Augmented reality (AR) technology is a computer-generated object that allows users to enrich the experience of products virtually with graphics, images, etc. Due to a lack of studies in developing countries like Malaysia, more studies are necessary to understand the pressing factors of diffusing AR technology for the flourishing retail industry. This research aimed to explore the factors affecting the adoption of AR technology in the retail sector through an extension of the technology acceptance model (TAM). The conceptual model was developed based on additional open-innovation-related constructs to the existing TAM constructs. To test the model, data were collected from 233 retail stores in Malaysia using a structured questionnaire survey. The PLS-based structural equation modeling technique was used to analyze the data. The empirical results confirmed that, except for external support and trading partner pressure, other factors, including perceived usefulness, attitude, competitive pressure, customer pressure, perceived cost, and technological knowledge have significant influences on the intention to use AR technology in retail stores. The attitude mediates the relationship between perceived usefulness and behavioral intention and the relationship between self-efficacy and behavioral intention. As operating cost was a critical factor, managers are advised to deliver various packages of after-sales services and free installation charges to curb expenses. This study improved TAM by offering a comprehensive model with cognitive and open innovation factors and provided suggestions for retail stores when they attempt to adopt AR technology to develop an open business model.

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Section: Introductionmentioning

confidence: 99%

Factors Affecting Augmented Reality Adoption in the Retail Industry

Alam

Susmit

Lin

et al. 2021

Journal of Open Innovation: Technology, Market, and Complexity

View full text Add to dashboard Cite

show abstract

“…Recent studies on AR suggest that the combination of virtual and real environments, which is a peculiar characteristic of AR technology, is capable of providing unique sensory experiences (Yang et al, 2020). Unlike traditional 2D advertising, AR advertisements allow the viewer to live a more interactive, lifelike experience, which increases processing fluency (Lee & Labroo, 2004) and possibly leads to more favorable attitudes and behavioral responses (Hilken et al, 2017).…”

Section: Ar In Extant Marketing and Communication Researchmentioning

confidence: 99%

“…Only recently have researchers started recognizing the potential of AR to enhance customer emotional responses (Tsai et al, 2020). For example, recent research suggests that AR is able to provide customers with a compelling experience (Yang et al, 2020), in line with the idea that AR could produce positive affective responses and enhance customer satisfaction (Poncin & Mimoun, 2014).…”

Section: Self-reported Arousal and Advertising Outcomesmentioning

confidence: 99%

The effect of augmented reality versus traditional advertising: a comparison between neurophysiological and self-reported measures

2021

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Despite the growing application of augmented reality in advertising, there is limited understanding about how customers respond to their interaction with the augmented reality advertising and how it differs from a standard paper-based advertising. Augmented reality ads are immersive, interactive, and lifelike, which means they may help companies create an emotional connection with their customers. The authors test if customers would respond in terms of emotional and affective intensity differently to augmented reality versus standard paper-based advertising. The results of two laboratory studies that consider physiological measures of arousal (galvanic skin response), self-reported measure of affect intensity and willingness to pay show that the higher willingness to pay for customers exposed to augmented reality as opposed to standard paper-based ads is driven by the physiological arousal, but not by the self-reported affect intensity and that processing fluency possibly underlies consumer’s enhanced emotional responses toward AR. These results suggest that replacing traditional advertisements with augmented reality advertisements enhances customer physiological responses and willingness to pay, with possible implications on customer segmentation and marketing communication.

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“…Nevertheless, these studies also reflect on the various aspects of consumer personality that influence their attitudes towards AR advertising. For instance, consumer curiosity and attention (Yang et al, 2020), informative and aware consumers who like interaction with the virtual product (Tsai et al, 2020;Yaoyuneyong et al, 2016), innovation resistance (Lee and Cho, 2019), consumer inspiration (Rauschnabel et al, 2019) and anthropomorphism [1] ( Van-Esch et al, 2019). Following this literature, the study's contribution lies in presenting insights on the role of the Big Five AJIM 73,6 consumer personality traits on their attitude towards AR advertising.…”

Section: Introductionmentioning

confidence: 99%

Relationships between the “Big Five” personality types and consumer attitudes in Indian students toward augmented reality advertising

Srivastava

Dasgupta

Ray

et al. 2021

AJIM

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PurposeThe purpose of this paper is to investigate the role of the “Big Five” personality traits (extraversion, openness, agreeableness, conscientiousness and neuroticism) on the adoption of augmented reality (AR), with a particular focus on the role AR may play in interactive marketing.Design/methodology/approachA quantitative-based approach was followed by a questionnaire survey, which was completed by 230 respondents comprising graduate and postgraduate students, using structural equation modelling.FindingsWhile the trait of openness was positively associated with the perceived ease of use of AR, the usefulness of AR and subjective norms, the trait of neuroticism was negatively associated with the perceived ease of use of AR. Extraversion was positively associated with subjective norms. Perceived ease of use of AR, the usefulness of AR and subjective norms were positively associated with attitudes toward AR.Practical implicationsThe data gathered will add a valuable contribution to the currently limited data available on empirical consumer behaviour research, particularly in relation to the adoption of AR for interactive marketing.Originality/valueThe findings of this study will benefit academics working on the adoption of technology in rapidly developing fields such as automation and artificial intelligence; the study also contributes to the emerging interdisciplinary domain of psychology, information systems, marketing and human behaviour.

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How augmented reality affects advertising effectiveness: The mediating effects of curiosity and attention toward the ad

Cited by 115 publications

References 67 publications

Factors Affecting Augmented Reality Adoption in the Retail Industry

Factors Affecting Augmented Reality Adoption in the Retail Industry

The effect of augmented reality versus traditional advertising: a comparison between neurophysiological and self-reported measures

Relationships between the “Big Five” personality types and consumer attitudes in Indian students toward augmented reality advertising

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