Augmented reality: Research agenda for studying the impact of its media characteristics on consumer behaviour. (May 2016)

• Record Type: Journal Article
• Authors: Javornik, Ana
• Is Part Of: Journal of retailing and consumer services. Volume 30(2016)
• Page Start: 252
• Page End: 261
• Publication Date: 2016-05
• Subjects: Augmented reality -- Interactive technologies -- Media effects -- Consumer behaviour -- Human–computer interaction -- Literature review; Retail trade -- Periodicals; Service industries -- Periodicals; Customer services -- Periodicals; Commerce de détail -- Périodiques; Service à la clientèle -- Périodiques; Customer services; Retail trade; Periodicals; 658.87
• DOI: 10.1016/j.jretconser.2016.02.004
• Languages: English
• ISSNs: 0969-6989

Abstract

Abstract: Augmented reality has emerged as a new interactive technology and its unprecedented way of complementing the physical environment with virtual annotations offers innovative modes for accessing commercially-relevant content. However, little is known about how consumers respond to its features. This paper approaches augmented reality (AR) by studying media characteristics of interactive technologies and shows to which extent they are indicative of current AR commercial apps. Based on a literature review about consumer responses to these characteristics, potential media effects of AR on consumer behaviour are discussed. Finally, the article proposes a research agenda for further study of this new phenomenon in marketing.