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Enhanced Product Presentation with Augmented Reality: The Role of Affective Reactions and Authenticity

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HCI in Business, Government and Organizations (HCII 2021)

Part of the book series: Lecture Notes in Computer Science ((LNISA,volume 12783))

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Abstract

When shopping online, it is usually not possible to view products in the same way as you are used to when shopping offline. With augmented reality (AR), it is not only possible to view the product in detail, but also to view it at home in the real environment. Such an AR application sets stimuli that can affect the users and their purchase decision and Word-of-mouth intention. In this work, we assume that when viewing a product in AR, not only affective internal states but also cognitive perception processes have an impact on purchase decision and Word-of-mouth intention. While positive affective reactions have already been studied in the context of AR, this paper will also describe inner cognitive perception processes, using the construct of AR authenticity. To test these assumptions, a study was conducted with 155 participants. The results show that both the purchase intention and the Word-of-mouth intention are influenced by the constructs of positive affective reactions and AR authenticity.

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Authors and Affiliations

  1. Offenburg University, Badstraße 24, 77652, Offenburg, Germany

    Joschka C. Firnkes, Christopher Zerres & Kai Israel

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  1. Joschka C. Firnkes
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  2. Christopher Zerres
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  3. Kai Israel
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Correspondence to Christopher Zerres .

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Editors and Affiliations

  1. Missouri University of Science and Technology, Rolla, MO, USA

    Fiona Fui-Hoon Nah

  2. Missouri University of Science and Technology, Rolla, MO, USA

    Keng Siau

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Firnkes, J.C., Zerres, C., Israel, K. (2021). Enhanced Product Presentation with Augmented Reality: The Role of Affective Reactions and Authenticity. In: Nah, F.FH., Siau, K. (eds) HCI in Business, Government and Organizations. HCII 2021. Lecture Notes in Computer Science(), vol 12783. Springer, Cham. https://doi.org/10.1007/978-3-030-77750-0_4

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  • DOI: https://doi.org/10.1007/978-3-030-77750-0_4

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