Influence of Augmented Reality on Consumer Behaviour in Online Retailing

Schmidt, Jan Philipp; Reichstein, Christopher; Härting, Ralf-Christian

doi:10.1007/978-3-031-04216-4_14

Cited by 3 publications

(1 citation statement)

References 26 publications

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“…Studies on AR and consumer interaction have mostly been carried out in the following areas: the attractiveness of AR applications for consumers (Grzegorczyk et al, 2019;Scholz & Smith, 2016), the effect of AR applications on consumer behavior (De Amorim et al, 2022;Hassan et al, 2018;Lavoye et al, 2021;Mocanu, 2016;Smink et al, 2022), segmenting consumer attitudes towards AR (Romano et al, 2022), consumer AR systems (Azuma, 2019;Stoyanova et al, 2013), AR ads and consumer engagement (Han et al, 2022;Martin, 2019;Saleem et al, 2022), mobile AR adoption in a consumer context (Aw et al, 2023;Chen et al, 2022;Paulo et al, 2018), use of AR in consumer marketing (Wedel et al, 2020), use of AR during the COVID-19 pandemic period (Medina-Robalino et al, 2022;Riar et al, 2022), and use of AR in online retailing (Fan et al, 2020;Schmidt et al, 2022).…”

Section: Literature Review Phygital Marketing and Ar Applicationsmentioning

confidence: 99%

Consumer Involvement in Augmented Reality Applications in the Context of Phygital Marketing Communications

Çakirkaya,

Koçyiğit

2024

CMUJASR

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Augmented reality (AR) refers to the integration of the real world with digital information. This article studies the relationship between consumer involvement in AR applications, in the context of phygital marketing communications, and consumer purchasing decision involvement. Online surveys were conducted with 420 retail customers using the purposeful sampling method, a non-probability sampling type. In the analysis of the data, descriptive statistics, correlation analysis and multiple linear regression analysis were performed using a statistical package program. We found that there is a moderate and significant relationship between the “perception towards the brand” independent variable, which is a sub-dimension of consumer involvement in AR applications, and the purchasing decision involvement dependent variable (r = 0.538; P = 0). On the other hand, we found no significant relationship between the “hedonic value” independent variable, also a sub-dimension of consumer involvement in AR applications, and the purchasing decision involvement dependent variable (P > 0.05). Keywords: Phygital marketing, Augmented reality, Consumer involvement, Purchasing decision involvement

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