IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v118y2020icp474-485.html
   My bibliography  Save this article

Shopping in augmented reality: The effects of spatial presence, personalization and intrusiveness on app and brand responses

Author

Listed:
  • Smink, Anne R.
  • van Reijmersdal, Eva A.
  • van Noort, Guda
  • Neijens, Peter C.

Abstract

Augmented reality (AR) applications add a new dimension to the consumer experience by overlaying the consumer’s face or surroundings with virtual products. The aim of this study was to examine three underlying processes (spatial presence, perceived personalization, and perceived intrusiveness) that could explain the persuasiveness of AR apps. In two experiments, we compared an AR app to a non-AR app. Study 1 used an app that augmented the user’s face with virtual products (make-up), while Study 2 used an app that showed virtual products within one’s surroundings (furniture). The results showed that spatial presence and perceived personalization can explain positive persuasive responses towards AR apps. For the app that augmented the user’s face with virtual products, perceived personalization enhanced purchase intentions, while perceived intrusiveness had negative persuasive consequences. For the app that showed virtual products in one’s surroundings, spatial presence enhanced purchase intentions, and no negative persuasive consequences were found.

Suggested Citation

  • Smink, Anne R. & van Reijmersdal, Eva A. & van Noort, Guda & Neijens, Peter C., 2020. "Shopping in augmented reality: The effects of spatial presence, personalization and intrusiveness on app and brand responses," Journal of Business Research, Elsevier, vol. 118(C), pages 474-485.
    • Handle: RePEc:eee:jbrese:v:118:y:2020:i:c:p:474-485
    DOI: 10.1016/j.jbusres.2020.07.018
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296320304586
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2020.07.018?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. van Noort, Guda & Voorveld, Hilde A.M. & van Reijmersdal, Eva A., 2012. "Interactivity in Brand Web Sites: Cognitive, Affective, and Behavioral Responses Explained by Consumers' Online Flow Experience," Journal of Interactive Marketing, Elsevier, vol. 26(4), pages 223-234.
    2. Rese, Alexandra & Schreiber, Stefanie & Baier, Daniel, 2014. "Technology acceptance modeling of augmented reality at the point of sale: Can surveys be replaced by an analysis of online reviews?," Journal of Retailing and Consumer Services, Elsevier, vol. 21(5), pages 869-876.
    3. Jenny Doorn & Janny Hoekstra, 2013. "Customization of online advertising: The role of intrusiveness," Marketing Letters, Springer, vol. 24(4), pages 339-351, December.
    4. Tim Hilken & Ko de Ruyter & Mathew Chylinski & Dominik Mahr & Debbie I. Keeling, 2017. "Augmenting the eye of the beholder: exploring the strategic potential of augmented reality to enhance online service experiences," Journal of the Academy of Marketing Science, Springer, vol. 45(6), pages 884-905, November.
    5. Rauschnabel, Philipp A. & He, Jun & Ro, Young K., 2018. "Antecedents to the adoption of augmented reality smart glasses: A closer look at privacy risks," Journal of Business Research, Elsevier, vol. 92(C), pages 374-384.
    6. 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).
    7. Zaichkowsky, Judith Lynne, 1985. "Measuring the Involvement Construct," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 12(3), pages 341-352, December.
    8. Rese, Alexandra & Baier, Daniel & Geyer-Schulz, Andreas & Schreiber, Stefanie, 2017. "How augmented reality apps are accepted by consumers: A comparative analysis using scales and opinions," Technological Forecasting and Social Change, Elsevier, vol. 124(C), pages 306-319.
    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. Yim, Mark Yi-Cheon & Chu, Shu-Chuan & Sauer, Paul L., 2017. "Is Augmented Reality Technology an Effective Tool for E-commerce? An Interactivity and Vividness Perspective," Journal of Interactive Marketing, Elsevier, vol. 39(C), pages 89-103.
    11. Garbarino, Ellen & Strahilevitz, Michal, 2004. "Gender differences in the perceived risk of buying online and the effects of receiving a site recommendation," Journal of Business Research, Elsevier, vol. 57(7), pages 768-775, July.
    12. Poushneh, Atieh, 2018. "Augmented reality in retail: A trade-off between user's control of access to personal information and augmentation quality," Journal of Retailing and Consumer Services, Elsevier, vol. 41(C), pages 169-176.
    13. Poushneh, Atieh & Vasquez-Parraga, Arturo Z., 2017. "Discernible impact of augmented reality on retail customer's experience, satisfaction and willingness to buy," Journal of Retailing and Consumer Services, Elsevier, vol. 34(C), pages 229-234.
    14. Mollen, Anne & Wilson, Hugh, 2010. "Engagement, telepresence and interactivity in online consumer experience: Reconciling scholastic and managerial perspectives," Journal of Business Research, Elsevier, vol. 63(9-10), pages 919-925, September.
    15. Campbell, Margaret C & Keller, Kevin Lane, 2003. "Brand Familiarity and Advertising Repetition Effects," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 30(2), pages 292-304, September.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Xu, Xiao-Yu & Jia, Qing-Dan & Tayyab, Syed Muhammad Usman, 2024. "Exploring the stimulating role of augmented reality features in E-commerce: A three-staged hybrid approach," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    2. Nikhashemi, S.R. & Knight, Helena H. & Nusair, Khaldoon & Liat, Cheng Boon, 2021. "Augmented reality in smart retailing: A (n) (A) Symmetric Approach to continuous intention to use retail brands’ mobile AR apps," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    3. Hyunsuk Liu & Changjun Lee & Keungoui Kim & Junmin Lee & Ahram Moon & Daeho Lee & Myeongjun Park, 2023. "An Analysis of Factors Influencing the Intention to Use “Untact” Services by Service Type," Sustainability, MDPI, vol. 15(4), pages 1-18, February.
    4. Jayaswal, Pragya & Parida, Biswajita, 2023. "The role of augmented reality in redefining e-tailing: A review and research agenda," Journal of Business Research, Elsevier, vol. 160(C).
    5. Szocs, Courtney & Kim, Yeseul & Lim, Mikyoung & Mera, Christian Arroyo & Biswas, Dipayan, 2023. "The store of the future: Engaging customers through sensory elements, personalized atmospherics, and interpersonal interaction," Journal of Retailing, Elsevier, vol. 99(4), pages 605-620.
    6. Kim, Yunju & Lee, Heejun, 2024. "Consumers’ responses to metaverse ads: The roles of hedonic versus utilitarian appeal and the moderating role of need for touch," Journal of Business Research, Elsevier, vol. 179(C).
    7. Gong, Taeshik & Park, JungKun, 2023. "Effects of augmented reality technology characteristics on customer citizenship behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    8. Matsika, Cyncia & Zhou, Munyaradzi, 2021. "Factors affecting the adoption and use of AVR technology in higher and tertiary education," Technology in Society, Elsevier, vol. 67(C).
    9. Hsu, Sheila Hsuan-Yu & Tsou, Hung-Tai & Chen, Ja-Shen, 2021. "“Yes, we do. Why not use augmented reality?†customer responses to experiential presentations of AR-based applications," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    10. Geissler, Dominik & Beiderbeck, Daniel & Schmidt, Sascha L. & Schreyer, Dominik, 2024. "Emerging technologies and shifting consumer motives: Projecting the future of the top-tier sports media product," Technological Forecasting and Social Change, Elsevier, vol. 203(C).
    11. 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.
    12. Diksha Sharma, 2023. "Unveiling Augmented Reality Trends in the Retail Industry: A Systematic and Bibliometric Review," Paradigm, , vol. 27(2), pages 192-210, December.
    13. Krallman, Alexandra & Barnes, Donald C. & Lastner, Matthew M. & Collier, Joel E., 2023. "You can’t touch this: Driving purchase justification for hedonic online purchases," Journal of Business Research, Elsevier, vol. 155(PB).
    14. Lavoye, Virginie & Tarkiainen, Anssi & Sipilä, Jenni & Mero, Joel, 2023. "More than skin-deep: The influence of presence dimensions on purchase intentions in augmented reality shopping," Journal of Business Research, Elsevier, vol. 169(C).
    15. Khaksar, Seyed Mohammad Sadegh & Shahmehr, Fatemeh S. & Miah, Shah & Daim, Tugrul & Ozdemir, Dilek, 2024. "Privacy concerns versus personalisation benefits in social robot acceptance by employees: A paradox theory — Contingency perspective," Technological Forecasting and Social Change, Elsevier, vol. 198(C).
    16. Eline Suzanne Smit & Marijn Hendrika Catharina Meijers & Laura Nynke van der Laan, 2021. "Using Virtual Reality to Stimulate Healthy and Environmentally Friendly Food Consumption among Children: An Interview Study," IJERPH, MDPI, vol. 18(3), pages 1-13, January.
    17. 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).
    18. Yavuz, Merve & Çorbacıoğlu, Eda & Başoğlu, Ahmet Nuri & Daim, Tugrul Unsal & Shaygan, Amir, 2021. "Augmented reality technology adoption: Case of a mobile application in Turkey," Technology in Society, Elsevier, vol. 66(C).
    19. Lambillotte, Laetitia & Magrofuoco, Nathan & Poncin, Ingrid & Vanderdonckt, Jean, 2022. "Enhancing playful customer experience with personalization," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. 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.
    2. Stefan Hoffmann & Tom Joerß & Robert Mai & Payam Akbar, 2022. "Augmented reality-delivered product information at the point of sale: when information controllability backfires," Journal of the Academy of Marketing Science, Springer, vol. 50(4), pages 743-776, July.
    3. Arghashi, Vahideh & Yuksel, Cenk Arsun, 2022. "Interactivity, Inspiration, and Perceived Usefulness! How retailers’ AR-apps improve consumer engagement through flow," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    4. Jayaswal, Pragya & Parida, Biswajita, 2023. "The role of augmented reality in redefining e-tailing: A review and research agenda," Journal of Business Research, Elsevier, vol. 160(C).
    5. 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.
    6. Recalde, Daniella & Jai, Tunmin Catherine & Jones, Robert Paul, 2024. "I can find the right product with AR! The mediation effects of shopper engagement on intent to purchase beauty products," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    7. Vieira, Valter Afonso & Rafael, Diego Nogueira & Agnihotri, Raj, 2022. "Augmented reality generalizations: A meta-analytical review on consumer-related outcomes and the mediating role of hedonic and utilitarian values," Journal of Business Research, Elsevier, vol. 151(C), pages 170-184.
    8. 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.
    9. 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).
    10. Sung, Eunyoung (Christine), 2021. "The effects of augmented reality mobile app advertising: Viral marketing via shared social experience," Journal of Business Research, Elsevier, vol. 122(C), pages 75-87.
    11. Poushneh, Atieh, 2021. "How close do we feel to virtual product to make a purchase decision? Impact of perceived proximity to virtual product and temporal purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    12. Li, Chia-Ying & Fang, Yu-Hui, 2020. "I searched, I collected, I experienced: Exploring how mobile augmented reality makes the players go," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    13. Qin, Hong & Peak, Daniel Alan & Prybutok, Victor, 2021. "A virtual market in your pocket: How does mobile augmented reality (MAR) influence consumer decision making?," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    14. Scholz, Joachim & Duffy, Katherine, 2018. "We ARe at home: How augmented reality reshapes mobile marketing and consumer-brand relationships," Journal of Retailing and Consumer Services, Elsevier, vol. 44(C), pages 11-23.
    15. Nikhashemi, S.R. & Knight, Helena H. & Nusair, Khaldoon & Liat, Cheng Boon, 2021. "Augmented reality in smart retailing: A (n) (A) Symmetric Approach to continuous intention to use retail brands’ mobile AR apps," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    16. Schultz, Carsten D. & Kumar, Harish, 2024. "ARvolution: Decoding consumer motivation and value dimensions in augmented reality," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    17. Serravalle, Francesca & Vanheems, Régine & Viassone, Milena, 2023. "Does product involvement drive consumer flow state in the AR environment? A study on behavioural responses," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    18. Qin, Hong & Osatuyi, Babajide & Xu, Lu, 2021. "How mobile augmented reality applications affect continuous use and purchase intentions: A cognition-affect-conation perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    19. Fan, Xiaojun & Chai, Zeli & Deng, Nianqi & Dong, Xuebing, 2020. "Adoption of augmented reality in online retailing and consumers’ product attitude: A cognitive perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    20. 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).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:118:y:2020:i:c:p:474-485. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.