IDEAS home Printed from https://ideas.repec.org/a/eee/joreco/v52y2020ics0969698919303558.html
   My bibliography  Save this article

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

Author

Listed:
  • Park, Minjung
  • Yoo, Jungmin

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.

Suggested Citation

  • Park, Minjung & Yoo, Jungmin, 2020. "Effects of perceived interactivity of augmented reality on consumer responses: A mental imagery perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    • Handle: RePEc:eee:joreco:v:52:y:2020:i:c:s0969698919303558
    DOI: 10.1016/j.jretconser.2019.101912
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0969698919303558
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jretconser.2019.101912?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. Wu, Linwan, 2019. "Website interactivity may compensate for consumers’ reduced control in E-Commerce," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 253-266.
    2. 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.
    3. 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.
    4. Fortin, David R. & Dholakia, Ruby Roy, 2005. "Interactivity and vividness effects on social presence and involvement with a web-based advertisement," Journal of Business Research, Elsevier, vol. 58(3), pages 387-396, March.
    5. Bone, Paula Fitzgerald & Ellen, Pam Scholder, 1992. "The Generation and Consequences of Communication-Evoked Imagery," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 19(1), pages 93-104, June.
    6. Souiden, Nizar & Chaouali, Walid & Baccouche, Mona, 2019. "Consumers’ attitude and adoption of location-based coupons: The case of the retail fast food sector," Journal of Retailing and Consumer Services, Elsevier, vol. 47(C), pages 116-132.
    7. van Esch, Patrick & Arli, Denni & Gheshlaghi, Mahnaz Haji & Andonopoulos, Vicki & von der Heidt, Tania & Northey, Gavin, 2019. "Anthropomorphism and augmented reality in the retail environment," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 35-42.
    8. Zaichkowsky, Judith Lynne, 1985. "Measuring the Involvement Construct," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 12(3), pages 341-352, December.
    9. Yoo, Weon-Sang & Lee, Yunjung & Park, JungKun, 2010. "The role of interactivity in e-tailing: Creating value and increasing satisfaction," Journal of Retailing and Consumer Services, Elsevier, vol. 17(2), pages 89-96.
    10. Pantano, Eleonora & Servidio, Rocco, 2012. "Modeling innovative points of sales through virtual and immersive technologies," Journal of Retailing and Consumer Services, Elsevier, vol. 19(3), pages 279-286.
    11. Javornik, Ana, 2016. "Augmented reality: Research agenda for studying the impact of its media characteristics on consumer behaviour," Journal of Retailing and Consumer Services, Elsevier, vol. 30(C), pages 252-261.
    12. Pantano, Eleonora & Rese, Alexandra & Baier, Daniel, 2017. "Enhancing the online decision-making process by using augmented reality: A two country comparison of youth markets," Journal of Retailing and Consumer Services, Elsevier, vol. 38(C), pages 81-95.
    13. Schlosser, Ann E, 2003. "Experiencing Products in the Virtual World: The Role of Goal and Imagery in Influencing Attitudes versus Purchase Intentions," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 30(2), pages 184-198, September.
    14. Yoo, Jungmin & Kim, Minjeong, 2014. "The effects of online product presentation on consumer responses: A mental imagery perspective," Journal of Business Research, Elsevier, vol. 67(11), pages 2464-2472.
    15. Beuckels, Emma & Hudders, Liselot, 2016. "An experimental study to investigate the impact of image interactivity on the perception of luxury in an online shopping context," Journal of Retailing and Consumer Services, Elsevier, vol. 33(C), pages 135-142.
    Full references (including those not matched with items on IDEAS)

    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. 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.
    2. Diksha Sharma, 2023. "Unveiling Augmented Reality Trends in the Retail Industry: A Systematic and Bibliometric Review," Paradigm, , vol. 27(2), pages 192-210, December.
    3. 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).
    4. 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).
    5. Hwang, Angel Hsing-Chi & Oh, Jeeyun, 2020. "Interacting with background music engages E-Customers more: The impact of interactive music on consumer perception and behavioral intention," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    6. 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).
    7. 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.
    8. 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.
    9. Jung, Timothy Hyungsoo & Bae, Sujin & Moorhouse, Natasha & Kwon, Ohbyung, 2021. "The impact of user perceptions of AR on purchase intention of location-based AR navigation systems," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    10. 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).
    11. Chiu, Candy Lim & Ho, Han-Chiang & Yu, Tiancheng & Liu, Yijun & Mo, Yuwen, 2021. "Exploring information technology success of Augmented Reality Retail Applications in retail food chain," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    12. 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).
    13. 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).
    14. 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.
    15. Hsu, Wen-Chin & Lee, Mu-Heng & Zheng, Kai-Wen, 2024. "From virtual to reality: The power of augmented reality in triggering impulsive purchases," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    16. 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).
    17. 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).
    18. Holdack, Eric & Lurie-Stoyanov, Katja & Fromme, Harro Fabian, 2022. "The role of perceived enjoyment and perceived informativeness in assessing the acceptance of AR wearables," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    19. Kirk, Colleen P. & Chiagouris, Larry & Gopalakrishna, Pradeep, 2012. "Some people just want to read: The roles of age, interactivity, and perceived usefulness of print in the consumption of digital information products," Journal of Retailing and Consumer Services, Elsevier, vol. 19(1), pages 168-178.
    20. 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).

    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:52:y:2020:i:c:s0969698919303558. 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: 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.