 Is Augmented Reality Technology an Effective Tool for E-commerce? An Interactivity and Vividness PerspectiveMark Yi-Cheon Yim, Shu-Chuan Chu and Paul L. Sauer Journal of Interactive Marketing, 2017, vol. 39, issue C, 89-103 Abstract: This study evaluates the effectiveness of augmented reality (AR) as an e-commerce tool using two products — sunglasses and watches. Study 1 explores the effectiveness of AR by comparing it to a conventional website. The results show that AR provides effective communication benefits by generating greater novelty, immersion, enjoyment, and usefulness, resulting in positive attitudes toward medium and purchase intention, compared to the web-based product presentations. Study 2 compares the paths by which consumers evaluate products through AR versus web with a focus on interactivity and vividness. It is revealed that immersion mediates the relationship between interactivity/vividness and two outcome variables — usefulness and enjoyment in the AR condition compared to the web condition where no significant paths between interactivity and immersion and between previous media experience and media novelty are found. Participants' subjective opinions about AR are examined through opinion mining to better understand consumer responses to AR. Keywords: Augmented reality; Interactivity; Vividness; Immersion; Novelty; Previous media experience (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:joinma:v:39:y:2017:i:c:p:89-103 DOI: 10.1016/j.intmar.2017.04.001 Access Statistics for this article Journal of Interactive Marketing is currently edited by B. T. Ratchford More articles in Journal of Interactive Marketing from Elsevier |
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