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Augmented reality (AR) marketing and consumer responses: A study of cue-utilization and habituation

Charlotte Söderström, Patrick Mikalef, Andreas Dypvik Landmark and Shivam Gupta

Journal of Business Research, 2024, vol. 182, issue C

Abstract: While Augmented reality (AR) enables consumers to experience a more vivid and entertaining shopping experience, there is limited empirical knowledge on how this technology influences behavioral consumer responses, particularly over time. This study builds on cue-utilization and habituation theories to understand if the proposed effects are subject to erosion over repeated use of AR applications. To evaluate the hypotheses, we conducted a study with users of an AR marketing app in the USA. Perceptions of usefulness are most important for first-time users when it comes to purchase intention. Contrarily, for habitual users’, enjoyment was found to be the most important factor. In addition, we find that vividness has a stronger effect on affective responses for first-time users compared to habitual users, and augmentation exerts a stronger effect for habitual users on their cognitive and affective responses.

Keywords: Augmented Reality Marketing; AR; Purchase Intention; SOR model; Marketing management (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:182:y:2024:i:c:s0148296324003175

DOI: 10.1016/j.jbusres.2024.114813

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