Augmenting the eye of the beholder: exploring the strategic potential of augmented reality to enhance online service experiences

Tim Hilken*, Ko de Ruyter, Mathew Chylinski, Dominik Mahr, Debbie I. Keeling

*Motsvarande författare för detta arbete

Forskningsoutput: TidskriftsbidragArtikelVetenskapligPeer review

341 Citeringar (Scopus)

Sammanfattning

Driven by the proliferation of augmented reality (AR) technologies, many firms are pursuing a strategy of service augmentation to enhance customers’ online service experiences. Drawing on situated cognition theory, the authors show that AR-based service augmentation enhances customer value perceptions by simultaneously providing simulated physical control and environmental embedding. The resulting authentic situated experience, manifested in a feeling of spatial presence, functions as a mediator and also predicts customer decision comfort. Furthermore, the effect of spatial presence on utilitarian value perceptions is greater for customers who are disposed toward verbal rather than visual information processing, and the positive effect on decision comfort is attenuated by customers’ privacy concerns.

OriginalspråkEngelska
Referentgranskad vetenskaplig tidskriftJournal of the Academy of Marketing Science
Volym45
Nummer6
Sidor (från-till)884-905
Antal sidor22
ISSN0092-0703
DOI
StatusPublicerad - 2017
MoE-publikationstypA1 Originalartikel i en vetenskaplig tidskrift

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