The mediation effect of marketing activities toward augmented reality: the perspective of extended customer experience

Abstract

Purpose In this era of smartphone applications, brands are actively developing applications to occupy the consumer’s mobile phone space, adding many practical functions to their applications to increase brand exposure or consumer interest in the brand. Augmented reality (AR) has evolved rapidly in the past decade because of technological breakthroughs, making AR no longer an untouchable technology, but one that can be easily used on almost every phone. Therefore, this study aims to combine extended customer experience with AR marketing activities to explain and predict usage and purchase intention. Design/methodology/approach The eight key factors integrated into the extended customer experience are used as environmental stimulation factors, and Wanna Kicks and FitGlasses are used as experimental environments. A total of 193 valid samples were collected from users with AR experience. The empirical data is processed and verified by partial least squares in this study. Findings Customer experience has received increasing attention in the field of marketing research. This study developed a model to evaluate the antecedents and consequences of AR marketing activities by systematically adding customer experience, continuance intention, purchase intention and customer engagement, and then linking them to the AR application environment. This study presents the academic and practical implications, which can provide future research directions and references for brand marketing strategies and AR applications. Originality/value This study adds interactivity, vividness, perceived usefulness and novelty to the extended concept of customer experience. Therefore, the authors proposed that the extended customer experience can be used to measure the perceptions related to AR applications. This study is expected to provide scholars and practitioners in AR fields with a better understanding of the causes and consequences of customer experience with innovative technologies and to suggest effective marketing recommendations.

How Augmented Reality Increases Engagement Through Its Impact on Risk and the Decision Process

“…This satisfaction results in engagement with the online website. Engagement results in a pleasurable shopping experience, which is likely to lead to increased usage and adoption of the AR 14,21 . The greater product knowledge increases risk perception when buying online.…”

“…Previous research has shown how AR favours the engagement generated with the online shop [11][12][13][14] . These studies have focused on explaining how these consequences are generated through aspects such as interactivity, vividness, utilitarian and hedonic benefits, usefulness or customisation.…”

Augmented reality in marketing: Conceptualization and systematic review

“…Authors Example of research question TAM 15 Butt et al, 2022;Chen et al, 2022;Cuomo et al, 2020;de Silva et al, 2019;Do et al, 2020;Erra et al, 2018;Jiang et al, 2019;Lee et al, 2017;McLean & Wilson, 2019;Park & Stangl, 2020;Phuthong, 2022;Perannagari & Chakrabarti, 2019;Plotkina & Saurel, 2019;Watson et al, 2020 "Investigate whether AR-based VTO tools are more effective than pictures of human models in the m-commerce setting." (Plotkina & Saurel, 2019, p. 363) Experience economy (four realms) 10…”

Guest editorial: Challenges and prospects of AIoT application in hospitality and tourism marketing

“…The third theme is based on extended reality (XR), which covers VR, AR, and mixed reality (MR). XR technology moves the human interaction into a virtual and/or hybrid mode, and the applications in hospitality situations include labour training, tourism destination simulation and commercial marketing (Chang and Chiang, 2022; Chen et al , 2022; Leung et al , 2022; Lui and Goel, 2022; Santoso et al , 2022). The fourth theme is marketing technology (MarTech) which is important in the hospitality industry and will help the firms to use social media, online reviews and other similar range of software and tools to achieve marketing goals (Zhuo and Wang, 2022).…”