Augmented reality: Research agenda for studying the impact of its media characteristics on consumer behaviour

Ana Javornik

Journal of Retailing and Consumer Services, 2016, vol. 30, issue C, 252-261

Abstract: Augmented reality has emerged as a new interactive technology and its unprecedented way of complementing the physical environment with virtual annotations offers innovative modes for accessing commercially-relevant content. However, little is known about how consumers respond to its features. This paper approaches augmented reality (AR) by studying media characteristics of interactive technologies and shows to which extent they are indicative of current AR commercial apps. Based on a literature review about consumer responses to these characteristics, potential media effects of AR on consumer behaviour are discussed. Finally, the article proposes a research agenda for further study of this new phenomenon in marketing.

Keywords: Augmented reality; Interactive technologies; Media effects; Consumer behaviour; Human–computer interaction; Literature review (search for similar items in EconPapers)
Date: 2016
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Citations: View citations in EconPapers (72)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:30:y:2016:i:c:p:252-261

DOI: 10.1016/j.jretconser.2016.02.004

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