TY - JOUR
T1 - Immersive interactive technologies and virtual shopping experiences
T2 - Differences in consumer perceptions between augmented reality (AR) and virtual reality (VR)
AU - Kim, Jung Hwan
AU - Kim, Minjeong
AU - Park, Minjung
AU - Yoo, Jungmin
N1 - Funding Information:
This research was funded by the Ministry of Education of the Republic of Korea and the National Research Foundation of Korea (Project No. NRF-2016S1A5A2A03927809).
Publisher Copyright:
© 2023 Elsevier Ltd
PY - 2023/2
Y1 - 2023/2
N2 - Based on the concepts of the Reality-Virtuality (RV) continuum and the stimulus-organism-response (S[sbnd]O[sbnd]R) framework, this study investigated differences between AR and VR in their effects on vividness/interactivity, a sense of presence, users’ sensory brand app experience, attitude, and behavioral intention. For AR, participants downloaded an app to mobile phones. For VR, participants downloaded a VR app to smartphones attached to a Google Cardboard VR headset. Vividness and interactivity directly (or indirectly) impacted a sense of presence, sensory brand app experience, attitude towards technology, and behavioral intention. However, AR and VR differed in how vividness and interactivity influenced sensory brand app experience and attitude towards technology. Overall, a sense of presence was a significant mediator for 1) the relationship between vividness and sensory brand app experience and 2) the relationship between interactivity and attitude towards technology for VR but no such relationship was observed with AR. The relationships among sensory brand app experience, attitude, and behavioral intention were significant in both AR and VR settings. Employing real AR/VR shopping situations, the study provides for practitioners deep understandings of consumers’ actual perceptions of applications of AR/VR and offers practical insights as to the efficiency of AR and VR in improving consumer virtual shopping experiences.
AB - Based on the concepts of the Reality-Virtuality (RV) continuum and the stimulus-organism-response (S[sbnd]O[sbnd]R) framework, this study investigated differences between AR and VR in their effects on vividness/interactivity, a sense of presence, users’ sensory brand app experience, attitude, and behavioral intention. For AR, participants downloaded an app to mobile phones. For VR, participants downloaded a VR app to smartphones attached to a Google Cardboard VR headset. Vividness and interactivity directly (or indirectly) impacted a sense of presence, sensory brand app experience, attitude towards technology, and behavioral intention. However, AR and VR differed in how vividness and interactivity influenced sensory brand app experience and attitude towards technology. Overall, a sense of presence was a significant mediator for 1) the relationship between vividness and sensory brand app experience and 2) the relationship between interactivity and attitude towards technology for VR but no such relationship was observed with AR. The relationships among sensory brand app experience, attitude, and behavioral intention were significant in both AR and VR settings. Employing real AR/VR shopping situations, the study provides for practitioners deep understandings of consumers’ actual perceptions of applications of AR/VR and offers practical insights as to the efficiency of AR and VR in improving consumer virtual shopping experiences.
KW - Augmented reality
KW - Behavioral intention
KW - Presence
KW - Sensory brand experience
KW - Virtual reality
UR - http://www.scopus.com/inward/record.url?scp=85145979382&partnerID=8YFLogxK
U2 - 10.1016/j.tele.2022.101936
DO - 10.1016/j.tele.2022.101936
M3 - Article
AN - SCOPUS:85145979382
SN - 0736-5853
VL - 77
JO - Telematics and Informatics
JF - Telematics and Informatics
M1 - 101936
ER -