Abstract
Mobile Augmented Reality (MAR) technology offers a new and unique way for consumers to interact with products, increasing their desire to buy. Despite the popularity of MAR apps in the retail industry, the examination of the consumers’ emotional states, and the reasons evoking increased purchase intention are still under researched. To this end, this study seeks to explore the users’ emotional states and the design elements that affect their intention to buy a MAR viewed product, and use the app. A prototype MAR iOS app was developed, and a user test was conducted on 21 participants. The methodology was based on a mixed design approach, combining quantitative and qualitative data emerged from scaled questionnaire items, interviews, and open-ended questions. The thematic analysis revealed eight emotional codes, and six codes of perceived usefulness. Both analyses showed that the interaction with the app triggered positive emotions of enjoyment and fascination, as well as an increased desire to use the app and buy the product. The ability to test the product in the real space and the facility to combine different objects in space before the actual purchase were the strongest indicators of purchase intention. A set of specific functionality elements caused negative emotions of confusion and disappointment. Overall, the research findings provide useful insights on the MAR elements that can positively affect the consumers’ purchase intention.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Chen, C.-A., Lai, H.-I.: Application of augmented reality in museums – factors influencing the learning motivation and effectiveness. Sci. Prog. (2021). https://doi.org/10.1177/00368504211059045
Chen, Y., et al.: An overview of augmented reality technology. J. Phys. Confer. Ser. 1237(2), 022082 (2019). https://doi.org/10.1088/1742-6596/1237/2/022082
Dirin, A., Laine, T.H.: User experience in mobile augmented reality: emotions, challenges, opportunities and best practices. Computers 7(2), 33 (2018). https://doi.org/10.3390/computers7020033
Hilken, T., de Ruyter, K., Chylinski, M., Mahr, D., Keeling, D.I.: Augmenting the eye of the beholder: exploring the strategic potential of augmented reality to enhance online service experiences. J. Acad. Mark. Sci. 45(6), 884–905 (2017). https://doi.org/10.1007/s11747-017-0541-x
Hilken, T., Heller, J., Chylinski, M., Keeling, D.I., Mahr, D., de Ruyter, K.: Making omnichannel an augmented reality: the current and future state of the art. J. Res. Interact. Mark. 12(4), 509–523 (2018). https://doi.org/10.1108/JRIM-01-2018-0023
Hinsch, C., Felix, R., Rauschnabel, P. A.: Nostalgia beats the wow-effect: inspiration, awe and meaningful associations in augmented reality marketing. J. Retail. Consum. Serv. 53 (2020). https://doi.org/10.1016/j.jretconser.2019.101987
Javornik, A.: AR: research agenda for studying the impact of its media characteristics on consumer behaviour. Retail. Consum. Serv. 30, 252–261 (2016). https://doi.org/10.1016/j.jretconser.2016.02.004
Jessen, A., et al.: The playground effect: how augmented reality drives creative customer engagement. J. Bus. Res. 116, 85–98 (2020).https://doi.org/10.1016/j.jbusres.2020.05.002
Kowalczuk, P., Siepmann (née Scheiben), C., Adler, J.: Cognitive, affective, and behavioral consumer responses to augmented reality in e-commerce: a comparative study. J. Bus. Res. 124, 357–373 (2021). https://doi.org/10.1016/j.jbusres.2020.10.050
Lim, S.H., Kim, D.J.: Does emotional intelligence of online shoppers affect their shopping behavior? From a cognitive-affective-conative framework perspective. Int. J. Hum.–Comput. Interact. 36(14), 1304–1313 (2020). https://doi.org/10.1080/10447318.2020.1739882
Overmars, S., Poels, K.: Online product experiences: the effect of simulating stroking gestures on product understanding and the critical role of user control. Comput. Hum. Behav. 51(PA), 272–284 (2015). https://doi.org/10.1016/j.chb.2015.04.033
Pantano, E., Rese, A., Baier, D.: Enhancing the online decision-making process by using augmented reality: a two country comparison of youth markets. J. Retail. Consum. Serv. 38, 81–95 (2017). https://doi.org/10.1016/j.jretconser.2017.05.011
Poushneh, A., Vasquez-Parraga, A.Z.: Discernible impact of augmented reality on retail customer’s experience, satisfaction and willingness to buy. J. Retail. Consum. Services, 34, 229–234 (2017) https://doi.org/10.1016/j.jretconser.2016.10.005
Qin, H., Osatuyi, B., Xu, L.: How mobile augmented reality applications affect continuous use and purchase intentions: a cognition-affect-conation perspective. J. Retail. Consum. Serv. 63(June), 102680 (2021a). https://doi.org/10.1016/j.jretconser.2021a.102680
Qin, H., Peak, D.A., Prybutok, V.: A virtual market in your pocket: How does mobile augmented reality (MAR) influence consumer decision making? J. Retail. Consum. Serv. 58, 102337 (2021b), (August 2020). https://doi.org/10.1016/j.jretconser.2020.102337
Rauschnabel, P.A., Felix, R., Hinsch, C.: Augmented reality marketing: how mobile AR-apps can improve brands through inspiration. J. Retail. Consum. Serv. 49, 43–53 (2019). https://doi.org/10.1016/j.jretconser.2019.03.004
Smink, A.R., Frowijn, S., van Reijmersdal, E.A., van Noort, G., Neijens, P.C.: Try online before you buy: how does shopping with augmented reality affect brand responses and personal data disclosure. Electron. Commer. Res. Appl. 35(1), 1–10 (2019)
Yavuz, M., Çorbacıoğlu, E., Başoğlu, A.N., Daim, T.U., Shaygan, A.: Augmented reality technology adoption: case of a mobile application in Turkey. Technol. Soc. 66, 101598 (2021). https://doi.org/10.1016/j.techsoc.2021.101598
Yim, M.Y.C., Chu, S.C., Sauer, P.L.: Is augmented reality technology an effective tool for E-commerce? an interactivity and vividness perspective. J. Interact. Mark. 39, 89–103 (2017). https://doi.org/10.1016/j.intmar.2017.04.001
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2022 The Author(s), under exclusive license to Springer Nature Switzerland AG
About this paper
Cite this paper
Papalazaridis, G., Tzafilkou, K., Economides, A.A. (2022). Mobile Augmented Reality and Consumer Experience: A Mixed-Methods Analysis on Emotional Responses and Intention to Buy Household Items. In: Stephanidis, C., Antona, M., Ntoa, S. (eds) HCI International 2022 Posters. HCII 2022. Communications in Computer and Information Science, vol 1582. Springer, Cham. https://doi.org/10.1007/978-3-031-06391-6_65
Download citation
DOI: https://doi.org/10.1007/978-3-031-06391-6_65
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-031-06390-9
Online ISBN: 978-3-031-06391-6
eBook Packages: Computer ScienceComputer Science (R0)