“Yes, we do. Why not use augmented reality?” customer responses to experiential presentations of AR-based applications

Augmented Reality Marketing: A Systematic Literature Review and an Agenda for Future Inquiry

“…First, AR engages consumers in online settings by providing real-time direct product/service experiences in various aspects of marketing ( Chung et al, 2018 ). Specifically, it overcomes the limitations of online shopping by allowing prospects to try on products, such as makeup ( Smink et al, 2019 ; Hsu et al, 2021 ; Javornik et al, 2021 ), eyewear ( Pantano et al, 2017 ; Yim et al, 2017 ; Yim and Park, 2019 ), clothing ( Huang and Liu, 2014 ; Huang and Liao, 2017 ; Plotkina and Saurel, 2019 ), shoes ( Hilken et al, 2018 ; Plotkina et al, 2021 ), and furniture ( Rauschnabel et al, 2019 ; Kowalczuk et al, 2021 ; Qin et al, 2021b ) virtually without having to interact physically with them. Major online retailing platforms, such as Amazon ( McLean and Wilson, 2019 ), JingDong ( Fan et al, 2020 ), Alibaba ( Fan et al, 2020 ), and eBay ( Banerjee and Longstreet, 2016 ), as well as leading brands, such as Tiffany & Co. ( Whang et al, 2021 ), L’Oréal ( Hilken et al, 2017 ), Sephora ( Smink et al, 2019 ), Nike ( Hilken et al, 2018 ), Converse ( Whang et al, 2021 ), Zara ( Yuan et al, 2021 ), IKEA ( McLean and Wilson, 2019 ; Qin et al, 2021b ), Mini ( Carmigniani et al, 2011 ), and Lego ( Hinsch et al, 2020 ), have devoted lots of efforts to introduce various forms of AR.…”

“…Consumers’ adoption/use intention of AR technology/AR retail application refers to their willingness to adopt/use it ( Pantano et al, 2017 ; Rese et al, 2017 ; Yim and Park, 2019 ; Bonnin, 2020 ; Park and Yoo, 2020 ; Qin et al, 2021b ). Consumers’ continued use/reuse intention of AR technology/AR retail application describes their willingness to use it again in the future ( Javornik, 2016 ; Pantano et al, 2017 ; Chiu et al, 2021 ; Daassi and Debbabi, 2021 ; Hsu et al, 2021 ; Kowalczuk et al, 2021 ; Nikhashemi et al, 2021 ). Consumers’ recommendation intention for AR technology/AR retail application refers to their willingness to share the information about it with friends privately or on social media publicly ( Javornik, 2016 ; Pantano et al, 2017 ; Park and Yoo, 2020 ; Smink et al, 2020 ).…”

“…Second, extant literature examines the impacts of specific AR characteristics such as interactivity, augmentation, informativeness, vividness, novelty, and aesthetics on consumers’ attitudes toward ( Pantano et al, 2017 ; Rese et al, 2017 ; Yim et al, 2017 ; Park and Yoo, 2020 ; Qin et al, 2021b ), satisfaction with ( Chiu et al, 2021 ), adoption/use intention of ( Pantano et al, 2017 ; Rese et al, 2017 ; Park and Yoo, 2020 ; Qin et al, 2021b ), reuse/continued use intention of ( Javornik, 2016 ; Pantano et al, 2017 ; Chiu et al, 2021 ; Hsu et al, 2021 ; Kowalczuk et al, 2021 ; Nikhashemi et al, 2021 ), and recommendation intention of ( Javornik, 2016 ; Hilken et al, 2017 ; Pantano et al, 2017 ; Park and Yoo, 2020 ) the AR technology/AR retail application.…”

“…Furthermore, compared with the studies focused on the effects of AR use, research on the impacts of AR characteristics delves deeper into the underlying mechanisms of how AR characteristics influence consumers’ responses to the AR technology/AR retail application. Except for the evaluation of the utilitarian value and hedonic value ( Hilken et al, 2017 ; Pantano et al, 2017 ; Rese et al, 2017 ; Yim et al, 2017 ; Hsu et al, 2021 ; Nikhashemi et al, 2021 ; Qin et al, 2021b ), this stream of literature also proposes and validates a variety of psychological mechanisms, such as affective responses and cognitive responses ( Kowalczuk et al, 2021 ), flow ( Javornik, 2016 ), inspiration ( Rauschnabel et al, 2019 ; Nikhashemi et al, 2021 ), and mental image ( Park and Yoo, 2020 ).…”

“…Furthermore, most existing AR research examined consumers’ immediate experiences and behavioral intentions toward AR. Future research can explore the persistent impacts of AR adoption and design features on consumers’ motivation, experiences, responses, and behavior in various contexts using longitudinal approaches ( He et al, 2018 ; Carrozzi et al, 2019 ; Huang et al, 2019 ; Zhang et al, 2019 ; Barhorst et al, 2021 ; Batat, 2021 ; Hsu et al, 2021 ; Javornik et al, 2021 ; Uribe et al, 2021 ). Overall, a more comprehensive understanding of what AR brings to various fields of marketing will enable us to better incorporate this novel and potentially disruptive technology in the service frontline design and operation.…”