IDEAS home Printed from https://ideas.repec.org/a/eee/joreco/v80y2024ics0969698924002200.html
   My bibliography  Save this article

A holistic framework for consumer usage modes of augmented reality marketing in retailing

Author

Listed:
  • Caboni, Federica
  • Basile, Vincenzo
  • Kumar, Harish
  • Agarwal, Diksha

Abstract

By integrating virtual elements into our real-world perceptions, augmented reality (AR) provides numerous opportunities across fields, including marketing, tourism, and gaming. However, despite increasing attention, a motivational approach to why people use AR apps for shopping has often been overlooked in both scholarly and practical arenas. Utilizing self-determination theory, through an in-depth thematic analysis of 302 consumer interactions, we identify four key modes of AR usage in retail: informational, social, experiential, and inspirational. These categories are further condensed into intrinsic and extrinsic motivations in the theoretical framework. The findings of this study contribute to AR theoretical frameworks in marketing by delineating specific consumer usage modes and offer actionable strategies for businesses to effectively implement AR technologies, particularly in enriching consumer interactions and driving retail innovation.

Suggested Citation

  • Caboni, Federica & Basile, Vincenzo & Kumar, Harish & Agarwal, Diksha, 2024. "A holistic framework for consumer usage modes of augmented reality marketing in retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 80(C).
    • Handle: RePEc:eee:joreco:v:80:y:2024:i:c:s0969698924002200
    DOI: 10.1016/j.jretconser.2024.103924
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0969698924002200
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jretconser.2024.103924?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.

    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:joreco:v:80:y:2024:i:c:s0969698924002200. 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.

    We have no bibliographic references for this item. You can help adding them by using 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: https://www.journals.elsevier.com/journal-of-retailing-and-consumer-services .

    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.