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Effects of perceived interactivity of augmented reality on consumer responses: A mental imagery perspective

Title
Effects of perceived interactivity of augmented reality on consumer responses: A mental imagery perspective
Authors
Park M.Yoo J.
Ewha Authors
박민정
SCOPUS Author ID
박민정scopus
Issue Date
2020
Journal Title
Journal of Retailing and Consumer Services
ISSN
0969-6989JCR Link
Citation
Journal of Retailing and Consumer Services vol. 52
Keywords
Augmented realityBehavioral intentionDigital marketingInteractivityMental imageryMobile retailing
Publisher
Elsevier Ltd
Indexed
SSCI; SCOPUS scopus
Document Type
Article
Abstract
As the use of technological features is becoming more common in digital retailing, retailers have adopted augmented reality (AR) solutions to help consumers browse their products. This study examines dimensions of perceived interactivity after experiencing shopping with AR and investigates the relationships between perceived interactivity and mental imagery and between mental imagery and other consumer responses in a mobile shopping context. A total of 302 female online consumers in South Korea participated in a survey. After shopping cosmetic products with the AR function in a mobile app, participants completed the questionnaire. The findings reveal that the controllability and playfulness dimensions of perceived interactivity influence mental imagery, which, in turn, affects consumers' attitudes toward a product and their behavioral intentions. The relationship between perceived interactivity and mental imagery differs based on an individual's involvement level. These results provide practical insights for digital retailers in creating effective mobile shopping environments. © 2019 Elsevier Ltd
DOI
10.1016/j.jretconser.2019.101912
Appears in Collections:
신산업융합대학 > 의류산업학과 > Journal papers
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