 Influence of augmented reality product display on consumers’ product attitudes: A product uncertainty reduction perspectiveChunhua Sun, Yuan Fang, Meng Kong, Xiayu Chen and Yezheng Liu Journal of Retailing and Consumer Services, 2022, vol. 64, issue C Abstract: In the online retail market, consumers' uncertainty about products caused by the physical separation between consumers and products has long been an obstacle. In recent years, online retailers have begun to display their products by using augmented reality technology. However, whether and how the features of augmented reality influence consumers’ product uncertainty remains unclear. In this study, we explore the effects of augmented reality features on product uncertainty reduction and product attitude. The results show that augmented reality can reduce product quality and fit uncertainty by increasing perceived informativeness, sense of presence, and mental imagery. The relationship between augmented reality features and product uncertainty reduction are moderated by product involvement, need for sensory richness and self-brand connection. Ultimately, the reduction of product uncertainty leads to positive product attitude. Keywords: Augmented reality; Product uncertainty reduction; Product attitude (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:joreco:v:64:y:2022:i:c:s0969698921003945 DOI: 10.1016/j.jretconser.2021.102828 Access Statistics for this article Journal of Retailing and Consumer Services is currently edited by Harry Timmermans More articles in Journal of Retailing and Consumer Services from Elsevier |
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