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Brand Experience via Mobile AR App Marketing Read chapter Read first chapter

2020 | OriginalPaper | Chapter

“I See Myself, Therefore I Purchase”: Factors Influencing Consumer Attitudes Towards m-Commerce AR Apps

Authors : Mafalda Teles Roxo, Pedro Quelhas Brito

Published in: Augmented Reality and Virtual Reality

Publisher: Springer International Publishing

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Abstract

Mobile commerce (m-commerce) is starting to represent a significant share of e-commerce. The use of Augmented Reality (AR) by brands to convey information about their products—within the store and mainly as mobile apps—makes it possible for researchers and managers to understand consumer reactions. Although attitudes towards AR have been studied, the overall effect of distinct aspects such as the influence of others, the imagery, projection and perceived presence, has not been tackled as far as we know. Therefore, we conducted a study on 218 undergraduate students, using a pre-test post-test experimental design to address the following questions: (1) Do AR media characteristics affect consumer attitudes towards the medium in a mobile shopping context? Also, (2) Do the opinion and physical presence of people influence the attitude towards an m-commerce AR app? It found that AR characteristics such as projection and imagery positively influence attitudes towards m-commerce AR apps, whereas social variables did not have any influence.

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previous chapter Enhancing Product Configuration and Sales Processes with Extended Reality
next chapter Consumers’ Emotional Response to the Use of Augmented Reality (AR): An Exploratory Study
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Metadata
Title
“I See Myself, Therefore I Purchase”: Factors Influencing Consumer Attitudes Towards m-Commerce AR Apps
Authors
Mafalda Teles Roxo
Pedro Quelhas Brito
Copyright Year
2020
Publisher
Springer International Publishing
Book
Augmented Reality and Virtual Reality

Print ISBN: 978-3-030-37868-4

Electronic ISBN: 978-3-030-37869-1

Copyright Year: 2020

DOI
https://doi.org/10.1007/978-3-030-37869-1_5

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