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“I am not satisfied with my body, so I like augmented reality (AR)”

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  • Yim, Mark Yi-Cheon
  • Park, Sun-Young

Abstract

Augmented reality (AR)-based virtual try-on product presentations allow consumers to assess how well the displayed products match their actual bodies, unlike traditional Web-based product presentations. This study examines the important role of the consumer's perceived body image in consumer evaluation and intention to adopt AR-based virtual try-on technology. The study compares consumer responses to AR-based and traditional Web-based product presentations. The results reveal that consumers who perceive their body image as unfavorable record more favorable evaluations about AR than about traditional Web-based product presentations, while consumers who perceive their body image as favorable record no differences in their responses to the two presentations. Moreover, the positive and negative impacts of interactivity and media irritation on adoption intention are moderated by body image for AR but not for Web-based product presentations. This study not only has significant implications for researchers but also practical implications for e-tailors.

Suggested Citation

  • Yim, Mark Yi-Cheon & Park, Sun-Young, 2019. "“I am not satisfied with my body, so I like augmented reality (AR)”," Journal of Business Research, Elsevier, vol. 100(C), pages 581-589.
    • Handle: RePEc:eee:jbrese:v:100:y:2019:i:c:p:581-589
    DOI: 10.1016/j.jbusres.2018.10.041
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    Citations

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    Cited by:

    1. Hinsch, Chris & Felix, Reto & Rauschnabel, Philipp A., 2020. "Nostalgia beats the wow-effect: Inspiration, awe and meaningful associations in augmented reality marketing," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    2. Javornik, Ana & Marder, Ben & Pizzetti, Marta & Warlop, Luk, 2021. "Augmented self - The effects of virtual face augmentation on consumers' self-concept," Journal of Business Research, Elsevier, vol. 130(C), pages 170-187.
    3. Ali Yuce & Huseyin Arasli & Ali Ozturen & Mustafa Daskin, 2020. "Feeling the Service Product Closer: Triggering Visit Intention via Virtual Reality," Sustainability, MDPI, vol. 12(16), pages 1-17, August.
    4. Joerß, Tom & Hoffmann, Stefan & Mai, Robert & Akbar, Payam, 2021. "Digitalization as solution to environmental problems? When users rely on augmented reality-recommendation agents," Journal of Business Research, Elsevier, vol. 128(C), pages 510-523.
    5. Jiang, Yi & Wang, Xueqin & Yuen, Kum Fai, 2021. "Augmented reality shopping application usage: The influence of attitude, value, and characteristics of innovation," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    6. Yang, Shuai & Carlson, Jeffrey R. & Chen, Sixing, 2020. "How augmented reality affects advertising effectiveness: The mediating effects of curiosity and attention toward the ad," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    7. Wedel, Michel & Bigné, Enrique & Zhang, Jie, 2020. "Virtual and augmented reality: Advancing research in consumer marketing," International Journal of Research in Marketing, Elsevier, vol. 37(3), pages 443-465.
    8. Kowalczuk, Pascal & Siepmann (née Scheiben), Carolin & Adler, Jost, 2021. "Cognitive, affective, and behavioral consumer responses to augmented reality in e-commerce: A comparative study," Journal of Business Research, Elsevier, vol. 124(C), pages 357-373.
    9. Rauschnabel, Philipp A. & Felix, Reto & Hinsch, Chris, 2019. "Augmented reality marketing: How mobile AR-apps can improve brands through inspiration," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 43-53.
    10. Whang, Jeong Bin & Song, Ji Hee & Choi, Boreum & Lee, Jong-Ho, 2021. "The effect of Augmented Reality on purchase intention of beauty products: The roles of consumers’ control," Journal of Business Research, Elsevier, vol. 133(C), pages 275-284.
    11. Sun, Chunhua & Fang, Yuan & Kong, Meng & Chen, Xiayu & Liu, Yezheng, 2022. "Influence of augmented reality product display on consumers’ product attitudes: A product uncertainty reduction perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    12. Lucia-Palacios, Laura & Pérez-López, Raúl, 2021. "Effects of Home Voice Assistants' Autonomy on Instrusiveness and Usefulness: Direct, Indirect, and Moderating Effects of Interactivity," Journal of Interactive Marketing, Elsevier, vol. 56(C), pages 41-54.

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