The playground effect: How augmented reality drives creative customer engagement

Alexander Jessen, Tim Hilken, Mathew Chylinski, Dominik Mahr, Jonas Heller, Debbie Isobel Keeling and Ko de Ruyter

Journal of Business Research, 2020, vol. 116, issue C, 85-98

Abstract: Across various customer experiences, Augmented Reality (AR) is emerging as a strategic experience design tool. This study contributes to an emerging body of research on the use of AR in the early stages of customers’ purchase journeys. Extending previous research, we propose that AR enables a unique form of customer creativity that is distinct from prior conceptualizations of creativity through its association with customer engagement. Specifically, we propose a sequential process of creative customer engagement, in which AR-enabled customer creativity stems from heightened customer engagement and, in turn, offers a source of intrinsic satisfaction for customers. In an experiment with a customer-facing AR application, we empirically demonstrate this sequential mediation process connecting the use of AR with customer engagement, customer creativity, and anticipated satisfaction. We also identify an important boundary condition based on a customer’s assessment orientation, suggesting a novel behavioral effect in the context of regulatory mode theory.

Keywords: Augmented Reality; Customer creativity; Purchase journey; Customer engagement; Regulatory mode (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (24)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:116:y:2020:i:c:p:85-98

DOI: 10.1016/j.jbusres.2020.05.002

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