Effects of perceived interactivity of augmented reality on consumer responses: A mental imagery perspective
- 주제(키워드) Augmented reality , Behavioral intention , Digital marketing , Interactivity , Mental imagery , Mobile retailing
- 관리정보기술 faculty
- 등재 SSCI, SCOPUS
- 발행기관 Elsevier Ltd
- 발행년도 2020
- URI http://www.dcollection.net/handler/ewha/000000162271
- 본문언어 영어
- Published As http://dx.doi.org/10.1016/j.jretconser.2019.101912
- 저작권 이화여자대학교 논문은 저작권에 의해 보호받습니다.
초록/요약
As the use of technological features is becoming more common in digital retailing, retailers have adopted augmented reality (AR) solutions to help consumers browse their products. This study examines dimensions of perceived interactivity after experiencing shopping with AR and investigates the relationships between perceived interactivity and mental imagery and between mental imagery and other consumer responses in a mobile shopping context. A total of 302 female online consumers in South Korea participated in a survey. After shopping cosmetic products with the AR function in a mobile app, participants completed the questionnaire. The findings reveal that the controllability and playfulness dimensions of perceived interactivity influence mental imagery, which, in turn, affects consumers' attitudes toward a product and their behavioral intentions. The relationship between perceived interactivity and mental imagery differs based on an individual's involvement level. These results provide practical insights for digital retailers in creating effective mobile shopping environments. © 2019 Elsevier Ltd
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