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Cognitive, affective, and behavioral consumer responses to augmented reality in e-commerce: A comparative study

机译：对电子商务增强现实的认知，情感和行为消费者反应：比较研究

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摘要

This study explores the relative advantage of augmented reality (AR) over web-based product presentations. We develop a consumer response model and compare consumers' reactions to the IKEA Place app and IKEA mobile website on smartphones. The results reveal that AR outperforms web-based product presentations by generating greater immersion and enjoyment, whereas the opposite is true for media usefulness. The findings further show that behavioral responses (reuse and purchase intention) are formed by affective (immersion, enjoyment, product liking) and cognitive (media usefulness, choice confidence) responses to the AR characteristics (interactivity, system quality, product informativeness, reality congruence). Since the reuse intentions of AR apps result from enjoyment and usefulness, retailers should improve system quality, product informativeness, and reality congruence to enhance media usefulness and interactivity to increase enjoyment. To achieve high purchase intentions, they should also increase interactivity, as it boosts product liking and in turn ensures confidence about the chosen products.
机译：本研究探讨了增强现实（AR）对基于Web的产品演示文稿的相对优势。我们开发了消费者响应模型，并比较消费者对智智智商应用程序和宜家移动网站的消费者的反应。结果表明，AR通过产生更大的浸入和享受来表明基于网络的产品介绍，而相反的是媒体有用性。结果进一步表明，行为响应（重用和购买意图）由情感（浸入，享受，产品喜欢）和认知（媒体有用，选择置信度）对AR特征的反应来形成（交互，系统质量，产品信息性，现实一致性）。由于重用AR应用的意图因享受和有用而导致的，零售商应该提高系统质量，产品信息性和现实同时，以提高媒体的有用性和互动，以增加享受。为了实现高购买意图，他们还应该增加交互性，因为它提高了产品喜欢，而且反过来确保对所选产品的信心。

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