The effects of augmented reality shopping experiences: immersion, presence and satisfaction

Abstract

PurposeAugmented reality (AR) is transforming the business and interactive marketing landscape. This research aims to investigate consumers' degree of involvement and if a feeling of immersion and presence influences AR shopping satisfaction, comparing high- and low-immersive AR experiences.Design/methodology/approachThis paper uses a quantitative approach. Two studies were carried out: a high-immersive AR experiment with 173 participants and a low-immersive AR experience with 222 participants. Findings were analyzed using partial least square structural equation modeling with SmartPLS.FindingsResults indicate the antecedents of immersion and presence differ when it comes to different immersive AR levels. In a high-immersive AR experience, flow, information seeking and novelty are attributes related to immersion, while enjoyment and personalization are related to presence. Contrastingly, in a low-immersive AR experience, only flow is related to immersion, while information seeking, novelty and personalization are related to presence. These results highlight the role of immersion and presence as mediators for AR shopping satisfaction experience.Originality/valueThis study's originality lies in the use of a rival model for analysis. Findings suggest a contingent perspective of AR experience, depending on high- or low-immersion experience, so companies must pay attention for how to measure AR experiences to increase involvement and satisfaction.

Transforming metaverse marketing into strategic agility in SMEs through mediating roles of IMT and CI: theoretical framework and research propositions

“…IMT-enabled CI promotes customer interactions, consumer absorption and presence/telepresence by actively encouraging interactivity and vividness in MVM (Fan et al, 2022). This results in value cocreation, improved customer experience management strategies and the development of novel MVM procedures (tom Dieck et al, 2023). The study by Lee et al (2020), for example, demonstrates that CI factors including engagement, (interactivity), vividness and presence have a favourable impact on tourism experience.…”

“…IMT-enabled CI promotes customer interactions, consumer absorption and presence/telepresence by actively encouraging interactivity and vividness in MVM (Fan et al ., 2022). This results in value co-creation, improved customer experience management strategies and the development of novel MVM procedures (tom Dieck et al. , 2023).…”

“…According to Mystakidis and Lympouridis (2023), this encourages speedy customer assimilation of marketing content, which has an effect on CI in MVM activities. Suk and Laine (2023) and tom Dieck et al (2023) assert that the use of MVM in conjunction with VR, AR and MR technology enables customers to have realistic experiences, generating the psychological state of "presence" that has an effect on CI. The condition of a customer's presence enables them to be immersed in marketing activities in the metaverse, which helps them make better purchasing decisions.…”

“…These three psychological states directly induce multisensory factors (sense of self-location and haptic imagery), which then mediate the multisensory flow experience through these three enhancing psychological states. The use of IMT, according to studies in the field of marketing (Gong and Park, 2023;Ambika et al, 2023;tom Dieck et al, 2023), improves CI determinants like learning experience (customer absorption), fosters participation in collaborative marketing activities and boosts creativity and engagement. According to Heller et al (2021), the key component of IMT is the affordances that draw customers into the virtual worlds and so create an immersive experience.…”

How Social Presence Influences Consumer Well-Being in Live Video Commerce: The Mediating Role of Shopping Enjoyment and the Moderating Role of Familiarity

“…Satisfaction in the field of consumer life originates from satisfaction with specific events and experiences in consumer life [2,3]. Along with the rapid development of mobile Internet technology, which marks a shift from offline to online consumer life, the daily activities of consumers are becoming more and more dependent on interactive devices and social media services [4,5]. In recent years, Internet celebrity video marketing, represented by short online video platforms such as TikTok, Kwai, and Weibo, has emerged as a new commercial form.…”