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

Minjung Park, Jungmin Yoo

Research output: Contribution to journalArticlepeer-review

80 Scopus citations

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.

Original languageEnglish
Article number101912
JournalJournal of Retailing and Consumer Services
Volume52
DOIs
StatePublished - Jan 2020

Keywords

  • Augmented reality
  • Behavioral intention
  • Digital marketing
  • Interactivity
  • Mental imagery
  • Mobile retailing

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