The effects of augmented reality shopping experiences: immersion, presence and satisfaction
Journal of Research in Interactive Marketing
ISSN: 2040-7122
Article publication date: 21 March 2023
Issue publication date: 11 November 2023
Abstract
Purpose
Augmented reality (AR) is transforming the business and interactive marketing landscape. This research aims to investigate consumers' degree of involvement and if a feeling of immersion and presence influences AR shopping satisfaction, comparing high- and low-immersive AR experiences.
Design/methodology/approach
This paper uses a quantitative approach. Two studies were carried out: a high-immersive AR experiment with 173 participants and a low-immersive AR experience with 222 participants. Findings were analyzed using partial least square structural equation modeling with SmartPLS.
Findings
Results indicate the antecedents of immersion and presence differ when it comes to different immersive AR levels. In a high-immersive AR experience, flow, information seeking and novelty are attributes related to immersion, while enjoyment and personalization are related to presence. Contrastingly, in a low-immersive AR experience, only flow is related to immersion, while information seeking, novelty and personalization are related to presence. These results highlight the role of immersion and presence as mediators for AR shopping satisfaction experience.
Originality/value
This study's originality lies in the use of a rival model for analysis. Findings suggest a contingent perspective of AR experience, depending on high- or low-immersion experience, so companies must pay attention for how to measure AR experiences to increase involvement and satisfaction.
Keywords
Citation
tom Dieck, M.C., Cranmer, E., Prim, A.L. and Bamford, D. (2023), "The effects of augmented reality shopping experiences: immersion, presence and satisfaction", Journal of Research in Interactive Marketing, Vol. 17 No. 6, pp. 940-958. https://doi.org/10.1108/JRIM-09-2022-0268
Publisher
:Emerald Publishing Limited
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