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Revealing the Shopper Experience of Using a ‘Magic Mirror’ Augmented Reality Make-Up Application
Abstract
Virtual try-ons have recently emerged as a new form of Augmented Reality application. Using motion caption techniques, such apps show virtual elements like make-up or accessories superimposed over the real image of a person as if they were really wearing them. However, there is as of yet little understanding about their value for providing a viable experience. We report on an in-situ study, observing how shoppers approach and respond to such a “Magic Mirror” in a store. Our observations show that the virtual try-on resulted in initial surprise and then much exploration when shoppers looked at themselves on a display that had been set up as part of a make-up counter. Behavior tracking data from interactions using the mirror supported this. Survey data collected afterwards suggested the augmented experience was perceived to be playful and credible while also acting as a strong driver for future behavior. We discuss opportunities and challenges that such technology brings for shopping and other domains.
... Augmentation is the main characteristic that differentiates augmented reality from other technologies (Javornik, 2016). There has been a significant increase in the integration of augmented reality into the beauty industry in recent years; for example, in the use of magic mirrors and smart virtual applications (Javornik, Rogers, et al., 2016). Despite this, previous studies have highlighted that research is needed to aid our understanding of customers' perceived augmentation when using beauty services (Javornik, 2016;Javornik, Rogers, et al., 2016). ...
... There has been a significant increase in the integration of augmented reality into the beauty industry in recent years; for example, in the use of magic mirrors and smart virtual applications (Javornik, Rogers, et al., 2016). Despite this, previous studies have highlighted that research is needed to aid our understanding of customers' perceived augmentation when using beauty services (Javornik, 2016;Javornik, Rogers, et al., 2016). ...
... To ensure the validity and reliability of the measurement items included in this study, the items were adopted from existing scales that had been used and empirically tested in relevant previous studies. The inclusion of a 7-point Likert scale was justified given that it had been used extensively in previous related studies (e.g., Javornik, Rogers, et al., 2016). Supporting Information: ...
Research is needed to identify novel ways to influence Generation Z female consumers' behavior when they interact with various technologies. This study investigates how experiences of using augmented reality, artificial intelligence‐enabled chatbots, and social media when interacting with beauty brands affect body image, self‐esteem, and purchase behavior among female consumers in Generation Z. Through three studies, we propose and test a model drawing on social comparison theory. In Study 1, a survey was completed by Generation Z women (n = 1118). In Study 2 and Study 3, two laboratory experiments were conducted with Generation Z women in Malaysia (n = 250 and n = 200). We show that (1) Generation Z women's perceived augmentation positively affects their body image, self‐esteem, and actual purchase behavior; (2) although trust in social media celebrities positively affects Generation Z women's body image and self‐esteem, the addictive use of social media does not have significant effects; (3) the chatbot support type (assistant vs. friend) has a significant impact on these women's experience; and (4) brand attachment, reputation, and awareness do not have significant effects. This article provides important implications for theory and practice on the behavior of Generation Z females when interacting with various technologies.
... These efforts resulted in taking the AR technology from the laboratory and integrating it into the consumer market (Daponte et al., 2014). In other words, AR applications have been turned into a technology that end users can easily access because of smartphones (Javornik et al., 2016). ...
... Analyzing online customer opinions, Baier et al. (2015) concluded that a mobile application with augmented reality enriches the shopping experience. Studies reveal that PAR has positive effects on users' attitudes and behavioral intentions, attitudes towards the application, intention to reuse it, and recommendation intentions (Javornik, 2016a;Javornik et al., 2016). ...
... In a time when brands try to create different sensory, cognitive, emotional, behavioral, and social experiences for their consumers (Schmitt et al., 2009), AR applications are accepted as a new entertaining way to promote products and to facilitate consumer participation (Rese et al., 2017). Past research show that AR strengthens the PE elements in the online shopping experience (Stoyanova, 2014;Alotaibi, 2015;Yaoyuneyong et al., 2016;Javornik et al., 2016;Smink et al., 2019;Cabero-Almenara et al., 2019;Yadav, 2020). Consumers state the biggest benefit of mobile applications with AR is providing more complementary information (Dacko, 2017). ...
Today, reaching consumers through interactive methods has become one of the primary goals of the brands. As a result of this, smartphones have turned into tools brands can use to start an interaction with consumers. Due to augmented reality (AR)-supported mobile applications, brands can both provide consumers with detailed information about products and services, and also affect consumers' perceptions. The main purpose of this research is to determine the effect of augmented reality use in mobile applications on consumers’ behavioral intentions towards the use of the mobile application and perceptions underlying this effect. In this study, by employing the Technology Acceptance Model (TAM), the effect of augmented reality on behavioral intentions for mobile application use was examined through a structural equation modeling (SEM). Additionally, the effects of the technology anxiety (TA) and consumer novelty seeking (CNS) on perceived augmented reality were also examined. An augmented reality-supported mobile application which makes trying cosmetic products virtually on possible, was used by female consumers (n = 278). The data was collected through a questionnaire. The results indicated that the CNS had a positive and direct effect on perceived augmented reality (PAR); PAR had a positive and direct effect on perceived enjoyment (PE), perceived usefulness (PU), perceived informativeness (PI), and perceived ease of use (PEU). It was also determined that the PE, PU, PI had positive and direct effects on the behavioral intentions to use the application (BIUA).
... AR has been applied across a range of contexts, such as marketing, where it is extensively used for advertising (de Ruyter et al., 2020), to deliver experiential value (Scholz & Duffy, 2018), and to permit virtual product try-on such as make-up (Javornik et al., 2016). While virtual try-ons were initially used for commercial purposes in the context of a purchase customer journey, they are rapidly becoming part of visually focused platforms, like Snapchat and Instagram (WeAreSocial, 2020), for hedonic and experiential purposes (see Fig. 1 for examples). ...
... Presentation of the version of self that a person believes they truly are, but is unable to or prevented from presenting it to others in most situations ( Enjoyment -There is extensive prior evidence that AR technologies and virtual 'try-ons' are strongly associated with hedonic value (Javornik et al., 2016;Hilken et al., 2017). Enjoyment and fun represent an important driver for using AR smart glasses or playing AR games (Rauschnabel, 2018;Jang & Liu, 2020) and for engaging with social media generally (Throuvala et al., 2019). ...
... Increased social connectedness that online space can deliver has shown to improve users' well-being (Sinclar, & Grieve, 2017;Hoffman, Novak, & Kang, 2017), while peer pressure and cyberbullying can cause anxiety and depression among adolescents (Best, Manktelow, & Taylor, 2014). Social interactions afforded through AR face filters are likely to have a high hedonic connotation due to the AR overlays commanding a playful, enjoyable experience (Javornik et al., 2016). The nature of AR face filters would thus enrich social interactions aand trigger more engagement from one's online audience, leading to a more positive affective state. ...
Augmented reality (AR) filters are a popular social media feature affording users a variety of visual effects. Despite their widespread use, no research to date has examined either ‘why’ people use them (i.e., motivations) or ‘how’ their usage makes people feel (i.e., well-being effects). Through the uses and gratifications theory supported by a sequential mixed-method approach (interviews N = 10 and survey N = 536), we provide three overarching contributions. First, based on prior literature and a qualitative study, we identify nine motivations that can potentially drive AR face filter usage on Instagram. Our survey indicates that seven of those motivations (e.g., creative content curation, social interactions) are significant drivers of usage behaviours, while two (true self-presentation and silliness) did not have a significant impact. Second, we provide nuanced insights into the multi-faceted nature of the self-presentation motives underpinning AR face filter use (ideal, true and transformed self-presentation). Lastly, we show filter usage can have both positive and negative well-being effects depending on the underlying motivation. The results offer important implications for policymakers, site designers and social media managers.
... Among these seven types of VFRs, AR-based VFRs were found to have been used in the fashion industry to a greater extent compared to the other types of VFRs (Lee and Xu, 2019). Given the unique experience that AR can provide, AR-based services were suggested as having great potential to enhance both utilitarian and hedonic experiences (Caboni and Hagberg, 2019;Javornik et al., 2016;Lee and Xu, 2019). Despite the increasing popularity and great potential to enhance consumer experiences in the fashion industry, the impact of AR features on consumers' experiences was mainly investigated in the furniture and cosmetics shopping context (Javornik, 2016;Javornik et al., 2016). ...
... Given the unique experience that AR can provide, AR-based services were suggested as having great potential to enhance both utilitarian and hedonic experiences (Caboni and Hagberg, 2019;Javornik et al., 2016;Lee and Xu, 2019). Despite the increasing popularity and great potential to enhance consumer experiences in the fashion industry, the impact of AR features on consumers' experiences was mainly investigated in the furniture and cosmetics shopping context (Javornik, 2016;Javornik et al., 2016). Therefore, it is important to understand how unique and salient features of ARbased VFRs can contribute to consumers' experiences, which are conducive to shaping consumers' positive attitudes and behaviour. ...
... While interactivity is a key media characteristic for all digital technologies, augmentation is a unique and salient characteristic for AR-based applications including ARbased VFRs (Huang and Liao, 2015;Javornik, 2016;Sundar et al., 2015). Unlike VR-based VFRs, AR-based VFRs can provide "mixed reality" by augmenting or superimposing the virtually simulated features, primarily products, on the overlay of users in an augmented physical environment, captured through a camera-based technology embedded in a device (Cho and Schwarz, 2010;Javornik et al., 2016;Yim et al., 2017). It was argued that augmentation is neither the same concept as interactivity nor a sub-dimension of interactivity (Javornik, 2016). ...
Purpose
The purpose of this study was to investigate the relationship between consumers' perceived media characteristics, telepresence, attitudes and adoption intention towards augmented reality (AR)-based virtual fitting rooms (VFRs). Additionally, the mediating effect of telepresence was examined.
Design/methodology/approach
Data were collected from 352 university students and analysed using structural equation modelling.
Findings
Empirical results suggest significant positive influences of media characteristics, including perceived interactivity and augmentation, on telepresence, which, in turn, influenced attitudes and adoption intention towards AR-based VFRs. Also, telepresence mediated the relationship between media characteristics and consumers' attitudes.
Research limitations/implications
Data for this study were collected based on the subjects' one-time experience with a particular AR-based VFR. Therefore, the generalisation of the findings may be limited.
Practical implications
An important implication is that the enhancement of rendering interactive and augmented features is crucial for adoption of AR-based VFRs considering the key role of interactivity and augmentation in inducing telepresence, attitudes and adoption intention.
Originality/value
The paper empirically tested the importance of unique media characteristics, telepresence and attitudes in consumers' adoption of AR-based VFRs through the lens of the theory of interactive media effects.
... Augmentation refers to the enrichment of the environment where the virtual elements are no longer separated from the physical and the computer-generated elements coexist with the physical environment due to the AR technological ability to augment real objects with virtual annotations [80]. e computer-generated makeup or accessories map on the mirror image of a real person as if they are wearing them and looking in the mirror [81]. Another broader-scope concept, augmentation quality, is similar to augmentation, which refers to the output quality that results from interaction with virtual content and the integration of virtual and real content onto reality in terms of information quality, correspondence quality, or mapping quality [42]. ...
... In our experiment, augmentation can be linked to the user himself, the surrounding space of the store, and a product image and some product information (e.g., sunglasses and apparel). According to previous studies by Javornik et al. using AR to try cosmetics, in this experiment, augmentation can be described as follows: (a) e application adds virtual products to users' bodies; (b) e way the product is placed on users' bodies seems real; (c) e products seem to be part of users' bodies; (d) e products move together with users' bodies when the user moves; and (e) e products seem to exist in real-time [81]. [20,82], which is defined as a sense of presence in a virtually created environment [16]. ...
This study explores users’ perceptions of technological features in augmented reality (AR) and virtual reality (VR) and analyzes the advantages and disadvantages of technologies (e.g., AR vs. VR) in fashion retailing. The findings are presented from a qualitative approach and content analysis of focus group interviews. Users’ perception of AR technological features consisted of 5 dimensions: augmentation, user control, vividness, responsiveness, and simplicity. Users’ perception of VR technological features consisted of 4 dimensions: telepresence, simulator sickness, visual discomfort, and user control. Practical implications for the application of mixed reality technology in fashion venues are discussed: for AR technology as a part of shopping tools, the advantages of control and simplicity should be taken seriously; for VR, an immersive experience as the main pros facilitated by telepresence, while sickness, followed by visual discomfort as the main simulator cons. This research offers valuable and useful insights into AR and VR as antecedents from the technological aspect and helps marketers develop and formulate new solutions for the application of AR and VR in fashion retailing.
... accessed on 10 December 2021). Sales business sectors are increasingly interested in leveraging this technology in various forms to broaden their market, using it as both a marketing tool and to offer new engaging utilities to their consumers [3]. ...
... A sector at the forefront of the usage of AR technology is the fashion retail industry [3][4][5]. Customers have, indeed, been accustomed for years to using AR mobile applications to try on makeup or to take augmented photos with virtual clothes. When devices enabling people to try on virtual garments are in malls or stores, they are commonly called magic mirrors. ...
In this work, we explore the role of augmented reality as a meta-user interface, with particular reference to its applications for interactive fitting room systems and the impact on the related shopping experience. Starting from literature and existing systems, we synthesized a set of nine interaction design patterns to develop AR fitting rooms and to support the shopping experience. The patterns were evaluated through a focus group with possible stakeholders with the aim of evaluating and envisioning the effects on the shopping experience. The focus group analysis shows as a result that the shopping experience related to an AR fitting room based on the proposed patterns is influenced by three main factors, namely: the perception of the utility, the ability to generate interest and curiosity, and the perceived comfort of the interaction and environment in which the system is installed. As a further result, the study shows that the patterns can successfully support these factors, but some elements that emerged from the focus group should be more investigated and taken into consideration by the designers.
... SMFT uses algorithms to collect, analyse and make meaningful inferences from data with multiple images. It is gaining more attention from SMEs (Small and Medium Enterprises) as well, especially among fashion, cosmetics and groceries retailers (Kim and Forsythe, 2008;Kell, 2011;Radley, 2014;Javornik et al., 2016;Rauschnabel and Ro, 2016). SMFT is a self-service-based technology provision machine that is incorporated into physical stores to enhance service provision and delivery processes (Fiore et al., 2005;Demirkan and Spohrer, 2014;Javornik, 2016). ...
... SMFT gives customers simpler ways to search for and try on clothes, plus more convenient ways to pay for them in-store without queuing up for service representatives' attention (Klein, 2003;Peace et al., 2006;Yim et al., 2017). This innovative technology is being tested with great success by retailers including Ikea, Topshop, Gap, Uniqlo in San Francisco and Tokyo, Ralph Lauren's Polo and the Rebecca Minkoff store in New York, La Praille store in Geneva, Elle fashion show, and Aggreko and Expo Noivas in Brazil (Baldwin, 2012;Javornik et al., 2016;Rauschnabel et al, 2016;Imms, 2019). Chitrakorn (2018) highlighted that one of the unique features of this technology is that it would create a practical omnichannel shopping solution, making it look as if the customers were within an online shopping environment. ...
As the digitalisation of businesses continues to change customers’ purchasing habits, brick-and-mortar retail SMEs (Small and Medium Enterprises) are confronted with unprecedented challenges. The proliferation of e-commerce and digital businesses is not only changing the rules of business but disrupting them by introducing new possibilities, especially with the integration of new technology. Studies that have attempted to measure technology-based service quality in retail settings are limited to online service experiences, creating a significant gap in the literature. The primary purpose of this paper is to explore how the service quality of brick-and-mortar clothing retail chains can be improved using innovative technology such as smart mirror fashion technology (SMFT), something academic research has not yet specifically addressed. This study used a qualitative approach with Soft System Methodology (SSM), based upon interviews triangulated with observations and field notes. It focused on the top five UK clothing retail chains, measured by market capitalisation. We found that the quality of service received is currently perceived as low when compared to customers’ expectations; however, use of technology enhanced service quality and influenced customer satisfaction. There was a positive relationship between service quality, customer satisfaction and the use of SMFT. The contribution of this study lies in the development of a new framework that integrates SMFT with traditional in-store transaction processes, resulting in improvements in service delivery and managerial practices of the offline clothing retail service providers. The study concludes that embracing SMFT can help provide high-quality service, creating value for customers.
... The questionnaire for data collection in the present study consisted of measurement scales adapted from prior studies (see Appendix B). Perceived augmentation was measured using Javornik et al.'s [63] scale. Originally composed of five items measured on a seven-point Likert scale, the following item "The way the make-up was placed on my face seemed real" was dropped before analysis to avoid confounding effects with the concept of perceived realism. ...
... Perceived augmentation [63] Seven-point Likert scale: Strongly Disagree (1) to Strongly Agree (7) The application added virtual make-up to my face. The way the make-up was placed on my face seemed real (dropped before analysis). ...
For e-retailers, optimizing their online presence is becoming crucial to stay competitive. Thanks to continuous technological development, particularly in terms of mobile networks and augmented reality (AR)–based apps, retailers are today able to commercialize their products anytime and anywhere. The aim of this study was to identify factors explaining people’s use and adoption of AR-based apps. Drawing upon the S-O-R framework, we propose a model that explains the intention to reuse AR-based apps. The results of a study involving 224 participants suggest that the relationship between perceived augmentation and consumers’ behavioural intention is fostered by a mediation pattern combining three interrelated cognitive factors, namely, sense of immersion, product presence and perceived realism. The results reveal the importance of perceived realism to encourage adoption of this means of shopping by creating a favourable attitude towards mobile shopping, which, in turn, convinces consumers to reuse such shopping apps.
... A pioneering study by Fiore and Jin (2003) found that VTO technology simplifies and eases online purchase since buyers gain additional information about apparels and other accessories, by combining and trying products, which could further generate trust in an online retailer. Javornik et al. (2016) explored VTO in the context of apparel purchase and suggested that the presence of VTO encourages buyers to browse for more products. Still in the context of apparel websites incorporating VTO, Merle et al., (2012) suggested that such websites need to introduce ways to provide similitude between the body dimensions of consumer and the model. ...
... Still in the context of apparel websites incorporating VTO, Merle et al., (2012) suggested that such websites need to introduce ways to provide similitude between the body dimensions of consumer and the model. In the area of mobile commerce, the hedonic and utilitarian applications of VTO lead to higher intentions to use the online commerce app again, and builds trust among consumers (Javornik et al., 2016;Zhang et al., 2019;Tandon, 2020). However, a study by Almousa (2020) found that some customers, such as Saudi Arabian females, for example, perceive privacy issues with respect to VTO. ...
This study examines virtual-try-on technology (VTO), return policy, and pay-on-delivery (POD) mode of payment as predictors of trust in an online context. The study further investigates trust as an influencer of repurchase intentions while positing habit as a moderator of the relationship between trust and repurchase intention. Data was collected through a self-administered and structured questionnaire targeting online shoppers in North Indian states. A sample of 424 online shoppers was considered in this research. Structural Equation Modeling (SEM) was used to evaluate the constructs. CFA was applied to calculate validity and composite reliability. To examine the hypothesized relationships, path analysis was carried out. The results confirmed that both return policies and POD are significant predictors of trust. Interestingly, VTO has no significant effect on trust, while habit strengthens the positive relationship between trust and repurchase intentions.
... Poushneh and Vasquez-Parraga [38], for example, analyzed the influence of AR on customer satisfaction and concluded that AR images of a product that illustrate its functionalities while entertaining the customer increase customer satisfaction [33,38]. With the Magic Mirror application, consumers can virtually try accessories and make-up through AR and determine whether an object matches their personal preference, a process which has led to positive purchasing decisions [25]. To improve the shopping experience through AR, Márquez and Ziegler [6] have developed a prototype that recognizes wine bottles using QR codes. ...
... However, the use of AR is highly context dependent and must be tailored to the physical conditions of the respective physical artifact as well as the emotional aspects of the user. When focusing on the sales of products and the marketing to users, the literature is currently focused on how AR might be used for artifacts where the decisive functionalities and innovations (and benefit for the customer) are quickly apparent [3,6,25,28,36]. ...
... A study concluded that there was a significant difference in gender and generational responses to modern and attractive marketing practices. The study indicated that it also confirmed the existence of impulsive and thoughtful buying [9] Sustainability 2023, 15, 5448 2 of 19 of virtual try-ons, a new form of AR application that has emerged, and these apps use motion captioning techniques to display virtual components [10]. AR provides contextually relevant advertising experiences to customers by overlaying digital content onto their physical environment [11]. ...
This study aimed to examine the impact of augmented reality (AR) on the purchasing behavior of Saudi customers using analytic–descriptive methods and data from a snowball sample of 812 online buyers. Positive correlations were found between AR factors (hermeneutic, embodiment, and background) and dimensions (quality, fun, and creativity) and the purchase experience. Young women aged 17–26 mainly use AR for buying clothes and accessories, and the majority of the sample shops are available locally through mobile apps. The findings indicate that AR has a significant influence on buying decisions and suggest its potential use in marketing communications. The results also reveal that gender, social status, education level, and monthly income have an impact on participants’ responses to AR, with women and those who are married having more favorable views. Clothing and accessories were found to be the most frequently purchased products through AR. There were no significant differences based on age or the number of family members. Participants reported positively about their AR experience, and their concerns and anxiety did not affect their purchasing experience. Based on the main study’s results, a number of recommendations can be made: Saudi businesses need to use AR in their marketing communication strategies to meet consumer needs and trends. To maximize the benefits of brand awareness, they should use AR techniques and adopt this technology for products that depend on design in their production. When using AR in general and in light of the theories that have been studied, it is important to think about the cultural traits and dimensions of Saudi consumers and conduct further exploratory research before implementation.
... Furthermore, AR technology appears to be particularly well suited to be the platform through which to provide these types of in-store services. Nonetheless, while an AR approach has already been proven beneficial and commercially successful in the shape of "magic-mirrors" (or virtual try-on) (Beck & Cri e, 2018;Javornik et al., 2016;Kim & Forsythe, 2008;Smink et al., 2019), the combination of offering product information, customized recommendations and hybrid product comparison via AR in a physical retailing scenario still is a mostly unexplored area. Due to the unusual characteristics of the concept, research gaps exist regarding each one of the mentioned functions individually, but also generally in terms of the user acceptance of this kind of AR-based services. ...
We present a novel approach to the inclusion of online services within a physical retailing scenario through the use of augmented reality (AR) technology and head-mounted displays (HMD). A concept has been designed for providing the innovative combination of product data, comparison support and product recommendations, all directly accessible from the pertinent physical products. Prototypes were implemented and evaluated in several user studies to address questions related to information acquisition, product exploration and user acceptance, including a comparison against a baseline system (i.e., smartphone app without AR capabilities). The results indicate that providing in-store functions via AR HMDs can be on par with a non-AR smartphone approach in terms of practicality, and may provide superior benefits concerning the discovery and exploration of products, and the perception of their differences. However, effort must be dedicated to design AR UIs able to compete against the clearer and more structured information visualization of traditional displays.
... Immersive display technologies such as mixed-reality (MR)-based headmounted displays (HMDs) have the potential to overcome these interaction limitations through hands-free, heads-up interactions, and free movement while interacting with digital and physical objects [10]. These devices have been suggested as a technology megatrend that can create seamless consumer experiences across channels; several researchers have addressed this application of MR devices at the physical point-of-sale (PoS) or in the form of smart mirrors, for example [2,[11][12][13]. ...
New digital technologies furnish retail managers with new means to enhance consumer experiences in omnichannel retailing. Conceptual academic literature and industry emphasize the promising use of immersive digital displays and their potential benefits for retailers. In this research, we present the design of a personal shopping assistance system that is based on optical see-through mixed-reality technology. Microsoft HoloLens 2 was leveraged as the archetype to realize this novel system, facilitating consumer information search and decision making. The design incorporates various shopping assistance elements (i.e., product information, reviews, recommendations, product availability, videos, a virtual cart, and an option to buy). Users can interact with these elements with gesture-based inputs to navigate through the interface. A qualitative study with 35 participants was conducted to collect users’ feedback and perceptions about the mixed-reality shopping assistant system. Derived from the qualitative feedback, we propose seven design principles that aim to support future designs and developments of mixed-reality shopping applications for head-mounted displays in omnichannel retail: rigor, informativeness, tangibility, summary, comparability, flexibility and holism.
... It may be triggered by novel experiences, and it covers richer emotional connotations, including autonomy (using AR to control the presentation of products autonomously) and uniqueness (personalized display interface) (Chen & Chou, 2019;Warren & Campbell, 2014). According to Javornik et al. (2016) in situ study of "magic mirror" (providing AR-based virtual try-on of cosmetics), more than 70% of the participants exclaim how cool it is. Besides, Yim et al. (2017) conduct a text analysis of the responses to open-ended items in the questionnaire about participants' views on AR, and "cool" (9.51%) is the second most frequently used word. ...
Augmented reality (AR) is increasingly coming into the spotlight for its potential to improve the consumer experience through the creation of presence. This research aims to explore the theoretical mechanisms through which AR‐based product presentation influences online store attractiveness and whether the effects differ in the purchasing contexts of hedonic and utilitarian product types. From the perspective of consumers’ bi‐dimensional experience, we find that AR increases online store attractiveness by creating perceived coolness (intrinsic attribute) and spatial presence experience (extrinsic attribute), which would further have a positive impact on consumers’ purchase intention. The mediating mechanisms are different in purchasing contexts of various product types: for hedonic products, perceived coolness and spatial presence are parallel mediating factors leading to the improvement of online store attractiveness; while for utilitarian products, only the mediation effect of spatial presence presents. Our findings enrich the literature on AR marketing by proposing an insightful mediating force (i.e., perceived coolness) to complement the effect of presence, and explore the different purchasing contexts. We also provide managerial guidance for e‐retailers to differentiate AR interface design for diverse product types to apply AR technology effectively.
... Augmentation quality (AQ) is similar to the augmented reality quality concept used by Javornik (2016) in retail. AQ is defined as the output quality that results from interaction with digital contents in the real environment regarding mapping quality, correspondence quality, or information quality (Javornik et al., 2015). We argue that the end-user must stay in some realism for such technology to effect. ...
The current study of Augmented Reality technology aims to understand consumers’ behavioural aspects toward tourism destination intentions in the current situation of a pandemic. Augmented Reality’s role has significantly influenced consumers’ intentions to travel in the future, yielding fruitful results for academics and managers. The technology readiness index, technology acceptance model, quality, Augmented Reality psychological engagement, attitude, and enjoyment were used to assess consumer behaviour. The final data analysis included 484 respondents, who provided insights into the use of Augmented Reality technology. The findings suggest that Augmented Reality aspects influence tourists who want to travel, tour, and realize their desired destination intention in the future. The conceptual framework’s overarching theories with Augmented Reality aspects provide relevant findings across the fulcrum of tourism research.
... As depicted in Table-3, since the smart mirror is for usage to available consumers, a qualitative data of user acceptance test was collected from 100 users [26] [27] towards obtaining the feedback pertaining to the smart mirror appearance and design. Initially in a week, 100 volunteers were collectively asked to try to use the smart mirror and test its functionality. ...
This paper describes a scheme and implementation of a mirror turned intelligence that results in interactive mirror planned via a Raspberry Pi as the key controller. The most important principle of graphical representation of this prototype is that it can display customized information such as clock, calendar, current weather, food menu and even for news feed based on two-way voice communication. In other words, the Smart Mirror can function as a virtual assistant that responds to the user's request and questions delivered automatically. Thus, user can easily get information of various places near the hotel, or any information that the user wishes for by using voice commands and even smartly user can control appliances that are powered by Google Home. The guest would enjoy a wide range of interesting functionality through the mirror featured innovations that could certainly plays a significant part of technology in the human daily life.
... Certainly, many research studies have demonstrated the capability of augmented reality to add aspects of playfulness that fuel joyful and interactive experience within a creative environment [83,86]. Several researchers have concluded that augmented reality drives more hedonic value than utilitarian value [84,87]. Apparently, the element of hedonic motivation is gaining prominence and becoming highly relevant to the adoption dynamics of AR technology, particularly in an educational context. ...
Augmented reality (AR) has gained increased recognition in varying fields, in particular educational contexts. In the wake of the Covid-19 pandemic, home-based learning becomes a reality and is already in place across the globe, and learning via augmented reality technology will help learners comprehend learning content in a more creative frame of mind than ever before. Very little research has examined the adoption behavior of augmented reality in developing country perspectives. Therefore, there is a pressing necessity to understand the dynamics of augmented reality adoption for the benefit of motivating and inspiring students to adopt this highly innovative and impactful type of technology in the learning process. Against this background, the authors proposed and tested a model based on integrating Task-Technology Fit (TTF) and UTUAT2 theories. The results reveal the positive effect of task technology fit, performance expectancy, effort expectancy, social influence, facilitating condition, and hedonic motivation on behavioral intention (BI) in the adoption process of augmented reality in educational settings, where price value is found to exert little influence on behavioral intention. This model explains 49% of the variance in intentional behavior to adopt AR technology in the educational context. The conclusions of this study will add to the literature more informative knowledge leading to increased awareness of the dynamics and behaviors of AR adoption in a developing country perspective. We present and discuss the theoretical contributions and practical implications of our findings.
... The issue at hand is to understand if consumers are ready to virtually try relatively expensive apparel items and be open to purchase them even if they cannot touch the actual product. It is essential to note, at this point, the difference between mobile AR (MAR) applications and those virtual dressing rooms (magic mirrors) that some retailers already tried (Javornik, Rogers, Moutinho, & Freeman, 2016). The critical difference is that while at the store, the consumer can virtually try many items and select one. ...
Some online retailers flourished during the COVID-19 pandemic time. Apparel retailers face the dilemma of how to adapt a considerable part of their businesses to mobile commerce. Augmented Reality (AR) applications offer the capability to try clothing and footwear items virtually. We address critical factors for consumers to adopt AR to shop apparel in general and footwear in particular. Based on a real-life pilot, we present six Research Propositions that can be addressed in future research and introduce a novel approach to evaluate the UTAUT2 constructs that result in a new way to view Habit and Price Value often ignored in extant research.
... Depending on the product, different forms of application are suitable. For fashion and accessories, it is suggested that the embedding of the virtual product is done with a virtual try-on application [29]. The product used in this study, a chair, on the other hand, is an example of a product that should be presented in the user's environment. ...
When shopping online, it is usually not possible to view products in the same way as you are used to when shopping offline. With augmented reality (AR), it is not only possible to view the product in detail, but also to view it at home in the real environment. Such an AR application sets stimuli that can affect the users and their purchase decision and Word-of-mouth intention. In this work, we assume that when viewing a product in AR, not only affective internal states but also cognitive perception processes have an impact on purchase decision and Word-of-mouth intention. While positive affective reactions have already been studied in the context of AR, this paper will also describe inner cognitive perception processes, using the construct of AR authenticity. To test these assumptions, a study was conducted with 155 participants. The results show that both the purchase intention and the Word-of-mouth intention are influenced by the constructs of positive affective reactions and AR authenticity.
... The findings of the study confirmed the positive impact of perceived augmentation, utilitarian, and hedonic benefits on the decision comfort level of consumers. In line with the previous studies (Watson et al., 2020;Javornik et al. 2016), when consumers receive an authentic experience due to the higher levels of perceived augmentation, this generates a spatial presence feeling leading to the synchronization of digital stimulus and physical environment with higher levels of control facilitating the decision comfort. In addition to perceived augmentation, when utilitarian and hedonic benefits are perceived positively, consumers generate a more positive perception of decision comfort in their purchase decision process. ...
... [11]) and haptic and visual bodily feedback (e.g. [7]), smell stimuli [4], taste and texture stimuli [8] have been used to enhance experiences of the body and how we interact with the environment. Multisensory feedback has a role in exploring body perception and presentation [6], facilitate everyday function, foster coping capabilities, restore distorted body perceptions (e.g. ...
The emerging possibilities of multisensory interactions provide an exciting space for disability and open up opportunities to explore new experiences for perceiving one's own body, it's interactions with the environment and also to explore the environment itself. In addition, dynamic aspects of living with disability, life transitions, including ageing, psychological distress, long-term conditions such as chronic pain and new conditions such as long-COVID further affect people's abilities. Interactions with this diversity of embodiments can be enriched, empowered and augmented through using multisensory and cross-sensory modalities to create more inclusive technologies and experiences. To explore this, in this workshop we will explore three related sub-domains: immersive multi-sensory experiences, embodied experiences, and disability interactions and design. The aim is to better understand how we can re-think the senses in technology design for disability interactions and the dynamic self, constructed through continuously changing sensing capabilities either because of changing ability or because of the empowering technology. This workshop will: (i) bring together HCI researchers from different areas, (ii) discuss tools, frameworks and methods, and (iii) form a multidisciplinary community to build synergies for further collaboration.
... We tested our hypotheses in three experimental studies that all contrasted participants viewing themselves with virtual makeup in AR vs. regular mirror without such makeup. Both Studies 1 and 2 focus on understanding a seamless overlay of solely one makeup look, in order to examine that specific phase of interaction with AR mirror, which can also typically constitute a consumer's initial interaction with such mirrors in a retail store (Javornik, Rogers, Moutinho, & Freeman, 2016). We deploy two different tasks: Study 1 explicitly focuses the consumer's attention on their facial appearance in an AR (vs. a regular) mirror, while Study 2 presents the augmentation without specific instructions drawing attention to the self. ...
Augmented reality mirrors are popular marketing tools that allow virtual try-on of products, such as makeup. We study how such sensory experiences affect consumer perception of the self, specifically the gap between actual and ideal attractiveness, and we conceptualise this change as augmented self. Over three lab experiments we show that viewing oneself in an AR mirror (as opposed to the regular mirror) affects the ideal-actual attractiveness gap and that this effect differs depending on a consumer’s self-esteem. Furthermore, we uncover that ideal self-congruence mediates this process. We also demonstrate that augmentation significantly changes variety-seeking. An additional survey-based study shows downstream effects of ideal self-congruence and ideal-actual gap on product choice and psychological well-being. While commercial immersive technologies are deployed to generate responses related to brands and products, this study demonstrates that the effects extend to consumers’ self-concept. We offer implications for academics and practitioners in marketing and human–computer interaction.
... Augmented reality studies which are related with face have been used in different areas. Some of them are related with fashion like makeup [8,9], wearing glasses [10,11] or hair design [11,12]. Some of them are studied for security needs. ...
Augmented reality applications related with faces such as make-up, hair design, wearing glasses are mostly prepared for entertainment purposes. Facilitating the preparation of augmented reality applications and more accurate analysis of real-world data in applications will enable these applications to be used more widely in different sectors such as R&D, education and marketing. In generally, the steps in image-based augmented reality applications can be listed as follows; detection of the targeted object, finding two reference points for each targeted object in 2D images, determining the boundaries of virtual object in its image and inserting the virtual object in real time. In this study, the problems that may be encountered in preparations of these augmented reality applications expected to be used more in the future are examined through a case study. Firstly, haar cascade classifiers, used to find different face areas, are compared and as a result of the comparison, it is decided to use eye haar cascade. Afterwards, rule-based approaches have been used to eliminate the wrong ones among the found eyes and to match the eyes of the same face. Then the position, size and angle of the virtual object to be added are calculated and it is added to the face using affine transformations. The problems encountered in augmented reality and algorithms used for problem solving are explained through the virtual hat application, but these simply prepared algorithms, can be used for different objects such as hair and glasses by changing the target points.
... However, the use of the app in groups led to an increased social hierarchization (e.g., decision making based on gender stereotypes) in using the app. Javornik et al. (2016) tested an AR application for applying make-up in a store. Although their study focuses only on the app's acceptance by customers, it methodically shows a possible integration of AR technologies into everyday life. ...
Virtual realities can be understood as computer-mediated simulations that create the feeling that users are present in a real-physical environment. Enthusiasts postulate that virtual experiences of reality have a more intense effect on the users than traditional media. Social and ethical implications of this technology arise not only from its potential for the extension of individual experiences of different realities, but also from its increasing pervasion of each area of everyday life. On the basis of a literature review, the article shows to what extent virtual realities can be understood as a drastic push in the mediatization of society. Building on this theoretical framework, different personal as well as social implications of VR and AR applications are specified and discussed from the perspective of media ethics.
... With regard to its business-oriented study, AR technology has already received the attention of academia, and has been investigated with a view to gaining valuable insight into AR's utilization. A number of relevant studies have focused on its applications and limitations (e.g., [16,23,24]), utilization (e.g., [3]) and usage intention (e.g., [8,11,25]), whereas a considerable number of researchers emphasized adoption intention [12,[25][26][27][28][29]. ...
Augmented Reality (AR) technology adoption has been growing worldwide in recent years. The potential of AR to blend digital information into the physical world has been a challenge for both academia and industry, who attempt to realize and anticipate its impact on users’ perceptions, adoption intention and use. The present paper is an empirical study aimed at making substantial suggestions and investigating an integrative theoretical paradigm which attempts to establish the significance of specific factors which allow using mobile augmented reality apps in shopping malls. The study employs information from the extant literature with a view to extending the Unified Theory on Acceptance and Use of Technology (UTAUT). The results show that performance expectancy, enjoyment and reward are direct determining factors of adopting the specific technology in shopping malls, whereas facilitating conditions, social influence, innovativeness and trust exert an indirect effect on behavioral intention adoption. The research findings have far-reaching theoretical and practical implications for the development, marketing and application of mobile AR apps in the context of the specific contemporary form of shopping.
... Using AR technology, VTO enables consumers to try a number of products augmented on a mirror image of themselves via a digital display with a camera directed at them. This is commonly called a "magic mirror" [16]. A number of fashion firms employed AR fitting rooms in the form of a magic mirror, including Uniqlo, Gap, etc. However the magic mirror is usually used for real shops. ...
Despite the convenience offered by e-commerce, online apparel shopping presents various product-related risks, as consumers can neither physically see nor try products on themselves. Augmented reality (AR) and virtual reality (VR) technologies have been used to improve the shopping online experience. Therefore, we propose an AR- and VR-based try-on system that provides users a novel shopping experience where they can view garments fitted onto their personalized virtual body. Recorded personalized motions are used to allow users to dynamically interact with their dressed virtual body in AR. We conducted two user studies to compare the different roles of VR- and AR-based try-ons and validate the impact of personalized motions on the virtual try-on experience. In the first user study, the mobile application with the AR- and VR-based try-on is compared to a traditional e-commerce interface. In the second user study, personalized avatars with pre-defined motion and personalized motion is compared to a personalized no-motion avatar with AR-based try-on. The result shows that AR- and VR-based try-ons can positively influence the shopping experience, compared with the traditional e-commerce interface. Overall, AR-based try-on provides a better and more realistic garment visualization than VR-based try-on. In addition, we found that personalized motions do not directly affect the user’s shopping experience.
... With regard to its business-oriented study, AR technology has already received the attention of academia, and has been investigated with a view to gaining valuable insight into AR's utilization. A number of relevant studies have focused on its applications and limitations (e.g., [16,23,24]), utilization (e.g., [3]) and usage intention (e.g., [8,11,25]), whereas a considerable number of researchers emphasized adoption intention [12,[25][26][27][28][29]. ...
Augmented Reality (AR) technology adoption has been growing worldwide in recent years. The potential of AR to blend digital information into the physical world has been a challenge for both academia and industry, who attempt to realize and anticipate its impact on users' perceptions, adoption intention and use. The present paper is an empirical study aimed at making substantial suggestions and investigating an integrative theoretical paradigm which attempts to establish the significance of specific factors which allow using mobile augmented reality apps in shopping malls. The study employs information from the extant literature with a view to extending the Unified Theory on Acceptance and Use of Technology (UTAUT). The results show that performance expectancy, enjoyment and reward are direct determining factors of adopting the specific technology in shopping malls, whereas facilitating conditions, social influence, innovativeness and trust exert an indirect effect on behavioral intention adoption. The research findings have far-reaching theoretical and practical implications for the development, marketing and application of mobile AR apps in the context of the specific contemporary form of shopping.
... Other approaches replace real with virtual mirrors that are realized as video screens paired with optical cameras. Such systems have been used, e g., for cosmetic products [25,44] but also in the medical context for anatomy education [7,11,12]. If the virtual content is to be displayed in relation to the user, as is the case for most aforementioned systems, tracking solutions are required. ...
Optical see-though head-mounted displays (OST HMDs) are one of the key technologies for merging virtual objects and physical scenes to provide an immersive mixed reality (MR) environment to its user. A fundamental limitation of HMDs is, that the user itself cannot be augmented conveniently as, in casual posture, only the distal upper extremities are within the field of view of the HMD. Consequently, most MR applications that are centered around the user, such as virtual dressing rooms or learning of body movements, cannot be realized with HMDs. In this paper, we propose a novel concept and prototype system that combines OST HMDs and physical mirrors to enable self-augmentation and provide an immersive MR environment centered around the user. Our system, to the best of our knowledge the first of its kind, estimates the user's pose in the virtual image generated by the mirror using an RGBD camera attached to the HMD and anchors virtual objects to the reflection rather than the user directly. We evaluate our system quantitatively with respect to calibration accuracy and infrared signal degradation effects due to the mirror, and show its potential in applications where large mirrors are already an integral part of the facility. Particularly, we demonstrate its use for virtual fitting rooms, gaming applications, anatomy learning, and personal fitness. In contrast to competing devices such as LCD-equipped smart mirrors, the proposed system consists of only an HMD with RGBD camera and, thus, does not require a prepared environment making it very flexible and generic. In future work, we will aim to investigate how the system can be optimally used for physical rehabilitation and personal training as a promising application.
... LiteOn also generated augmented face images with eyeglasses to increase the accuracy of face recognition [143]. In fact, many AR techniques can be adopted for face data augmentation, such as the virtual mirror [70] proposed for facial geometric alteration, the magic mirror [57] used for makeup or Fig. 15 Applying AR for data augmentation. The real face is fused with virtual glasses and turns into an augmented face wearing glasses Neural Computing and Applications accessories try-on, the Beauty e-Experts system [85] designed for hairstyle and facial makeup recommendation and synthesis, the virtual glasses try-on system [7], etc. ...
The quality and size of training set have a great impact on the results of deep learning-based face-related tasks.
However, collecting and labeling adequate samples with high-quality and balanced distributions still remains a laborious and expensive work, and various data augmentation techniques have thus been widely used to enrich the training dataset. In this paper, we review the existing works of face data augmentation from the perspectives of the transformation types and methods, with the state-of-the-art approaches involved. Among all these approaches, we put the emphasis on the deep learning-based works, especially the generative adversarial networks which have been recognized as more powerful and effective tools in recent years. We present their principles, discuss the results and show their applications as well as limitations. Different evaluation metrics for evaluating these approaches are also introduced. We point out the challenges and opportunities in the field of face data augmentation and provide brief yet insightful discussions.
Fashion retail has faced immense changes in the rapid development of e-Commerce. This has created significant uncertainty for traditional shopping, and Covid-19 worsens this situation. To improve the consumer shopping experience and increase sales revenue for fashion retailers, we need to reveal what category of AR solution is most useful for different fashion retail environments. We prove that the fashion retail market is ill-prepared to use AR through 13 semi-structured interviews with high-street retailers, high-end retailers, and UX/AR designers. AR aims to offer a seamless shopping experience for high-street consumers by prioritising the functional purpose but animating AR in an exciting way in a high-street store, enabling consumers to obtain an efficient and enjoyable shopping experience. Designing high-end AR retail environments should focus more on hedonic value by telling a brand/trend story, enabling consumers to engage with the story and have human interaction to ensure a superior service.
Recent years have seen a swift embracement of augmented reality (AR) as an interactive marketing tool, which has been accelerated even more rapidly by the COVID-19 pandemic. However, the general attitude toward the technology as well as the factors that inhibit or facilitate its adoption from both, the consumers, and practitioners, remain elusive. This prevents marketers from fully exploiting the potential related to AR marketing. This chapter (1) draws on current literature to conceptualize consumer experience in AR marketing and (2) complements these findings with a practitioner perspective by conducting interviews with small retailers. The results of the present chapter indicate that, from the consumer perspective, AR can give rise to diverse cognitive, affective, and social-psychological outcomes, which can translate into behavioral outcomes, including purchase intentions, word-of-mouth intentions, and brand engagement. From the practitioner’s perspective, initial interview results reveal that advancements toward an easy integration of AR within existing IT infrastructures, as well as efficient ways to create virtual product replicas are crucial for the adoption of AR by small retailers. Based on the combined observations from literature and the conducted interviews, a comprehensive framework of interactive AR marketing is provided, and a way forward is discussed by addressing the emergent trends of AR as an interactive marketing technology.KeywordsAugmented realityInteractive marketingShoppingRetailConsumer experience
Augmented reality
(AR) has been shown to improve consumers' shopping decisions and experiences. Based on a theoretical stimulus-organism-response model and cognitive load theory, this research examines the effects that AR has on cognitive variables related to cognitive load, hitherto scarcely considered. Specifically, this research examines the impact of perceived similarity among options, confusion caused by overchoice and prepurchase cognitive dissonance on purchase-related behavioral intention variables such as purchase intention and willingness to pay for products. The study is based on consumers' AR web shopping experiences of an online cosmetics store which offers a wide assortment of products. The mixed-method research combines two focus groups and an experiment. This combination allows triangulation of the findings to provide corroboration. The results showed that AR reduces cognitive dissonance through its effects on perceived similarity and confusion caused by overchoice. Furthermore, lower cognitive load enhances purchase intentions, resulting in greater willingness to pay more for the product. The research extends knowledge of the benefits provided to consumers by AR in their decision-making through its impacts on perceived similarity, confusion by overchoice and prepurchase cognitive dissonance. The application of web AR in e-commerce shops is particularly useful when a wide assortment of similar products is offered. Online retailers can use AR to improve their economic performance both by increasing their sales’ volumes and their margins.
Augmented reality technology is accepted in different fields today. Marketing is one of the areas where this new generation technology is widely used. This technology, which enables customers to gain experience between the virtual world and the real world, regardless of time and place, in order to ensure sustainable purchasing behavior, should be considered as a gateway to the changing world of marketing. In addition to its use in the fields of augmented reality, health, defense, education, engineering, architecture, media, it has also been effective in the acceptance of institutions/organizations, brands, and social media by wider customers/users. Provided that this technology is implemented in all marketing strategies, it contributes to gaining competitive advantage in the market. In this chapter, augmented reality technology will be discussed first. In the rest of the chapter, the application of this technology to marketing strategies will be explained with examples.
This study examines the influence of augmented reality on consumer behaviour in online retailing based on the stimulus-organism-response model. In this context, the affective and cognitive response, and the effect on purchasing behaviour are investigated in more detail. For this purpose, a quantitative study was carried out and analysed using structural equation modelling. The results show a positive influence of the perceived augmentation both on emotions during the use of AR and on the perceived amount of information. The attitude towards the use of AR has the greatest impact on purchasing behaviour, followed by the perceived amount of information. In addition, emotions indirectly effect the purchasing behaviour through its attitude as a mediator.
In virtual reality (VR), a virtual mirror is often used to display the VR avatar to the user for enhancing the embodiment. The reflected image of the synchronization of the virtual body with the user’s movement is expected to be recognized as the user’s own reflection. In addition to the visuo-motor synchrony, there are some mirror reflection factors that are probably involved in avatar embodiment. This paper reviews literature on the psychological studies that involve mirror-specific self-identification and embodied perception to clarify how the reflected image of the virtual body is embodied. Furthermore, subjective misconceptions about mirror reflections reported in naïve optics have also been reviewed to discuss the potential of virtual mirror displays to modulate avatar embodiment.
This study, utilizing construal level theory, aims to understand the underlying effect of perceived proximity to a virtual product on perceived purchase intention in the near future through perceived measurement feedback and perceived generality. This research examines a lab experiment to test six hypotheses. Results indicate that perceived proximity to virtual products enhances perceived measurement feedback and, thereby, perceived generality. In addition, perceived generality fully mediates the effect of perceived measurement feedback on perceived purchase intention in the near future when consumers interact with non-augmented reality applications. In contrast, perceived measurement feedback directly influences perceived purchase intention in the near future in AR applications. Furthermore, the absence of product in consumers’ consideration set dilutes the effect of perceived generality on perceived purchase intention in the near future when consumers interact with non-augmented reality application. This study suggests several managerial implications for AR developers and online retail managers.
In this paper, a novel phygital interactive technology for retail stores is presented. The design concept is conceived as a decoupled interactive and multi-sensorial system that leverages Artificial Intelligence and Internet-of-Things technologies to offer customers an engaging and helpful experience of fashion style consulting. A formative study aimed at understanding the technology’s acceptance demonstrated that while the design concept raised several issues, the design assumptions on which it has been founded might still be valid. The evaluation proved that AI-embedded tools may be recognized as useful while simultaneously being perceived as cumbersome and triggering fears of societal changes. Hence, this work aims to define a series of useful design principles that should be considered when designing a similar experience.
Technological progressions are to a great extent in charge of the increased competitiveness inside the business and customers move in shopping and purchasing practices. Worldwide patterns, for example, cell phones and web-based life, have prompted a progressive change, which has led to an extraordinary decrease in customary 'block and cement' levels, which have led to the devastating disappointment of long-lasting retailers Inspires that once overwhelmed our high passages. Despite surviving to this day, current retail companies remain with high stress to change the process to connect with today's computerized locals. The mix of the web and the physical universe should focus on advancing the experiential benefits that the store positions by coordinating growing advances throughout the retail process. The accompanying paper lends knowledge to current mechanical advances that are changing customer participation in a multitude of ways. At that time, proposals from experts regarding the critical use of future augmented reality (AR) and virtual reality (VR) technologies are displayed, which are driven by the outline of future changes in the said progress.
By adapting Brunswik's lens model and the mechanics, dynamics, and aesthetics (MDA) framework, this study empirically investigated how perceptions of the game features (mechanics), influence game-challenge reactions (dynamics) and playfulness (aesthetics); these influences affected service experience evaluation. The findings revealed that locatability, navigability, and controllability exert positive effects on game-challenge reactions, whereas navigability and nostalgia had positive effects on feelings of playfulness. Furthermore, the relationship between game-challenge reactions and playfulness was determined to be nonrecursive, and both of these factors positively influenced service experience evaluation.
Using new technologies in customer interactions is a popular way of trying to increase customer engagement. It is, however, unknown how such efforts by marketers’ affect engagement, and particularly to what that engagement relates to. By analysing interview and observation data, the engagement manifestations of customers of a B2B company using virtual-reality technology were studied. The results show that customer engagement can be targeted at not only brands or firms but also the service the firm offers or the technology that enables the service. It is argued that the different objects of engagement can coexist and support each other but engagement with the firm is less susceptible to fluctuations. Marketers should be aware of what triggers customer engagement and what it is targeted at.
The paper investigates consumer responses to augmented reality (AR) technology and introduces the concept of augmentation as a media characteristic of AR applications. Augmentation refers to AR's ability to directly enrich physical surroundings with virtual elements that differentiates it from earlier virtual technologies. Both the exploratory and the experimental study replicate research design by van Noort et al. (2012) in the context of AR. Additionally, the studies test originally proposed measurement items of perceived augmentation. The results confirm perceived augmentation as a suitable tool for measuring consumer responses to AR and furthermore show that flow mediates effects of perceived augmentation on consumers' affective responses and behavioral intentions. Introducing perceived augmentation as a suitable concept for measuring consumer responses to AR offers a possible direction for further investigation of AR in marketing.
This research investigates which uses of AR have emerged so far in marketing and proposes classification schemas for them, based on the intensity of the augmentation, different contexts of consumption and on marketing functions. Such differentiation is needed in order to better understand the dynamics of augmentation of physical surroundings for commercial purposes and consequently to distinguish between consumer experiences.
We are on the verge of ubiquitously adopting Augmented Reality (AR) technologies to enhance our perception and help us see, hear, and feel our environments in new and enriched ways. AR will support us in fields such as education, maintenance, design and reconnaissance, to name but a few. This paper describes the field of AR, including a brief definition and development history, the enabling technologies and their characteristics. It surveys the state of the art by reviewing some recent applications of AR technology as well as some known limitations regarding human factors in the use of AR systems that developers will need to overcome.
This research integrates the technology acceptance model and concepts of experiential value to investigate factors that affect sustainable relationship behavior toward using augmented-reality interactive technology (ARIT). In line with consumers’ innovativeness, this research discovers that consumers’ level of cognitive innovativeness affects their sustainable relationship behaviors toward using ARIT. Online consumers with high cognitive innovativeness put more emphasis on usefulness, aesthetics, and service excellence presented by ARIT; in contrast, those with low cognitive innovativeness focus on playfulness and ease of use presented by ARIT.
This research presents a mobile augmented reality (MAR) travel guide, named CorfuAR, which supports personalized recommendations. We report the development process and devise a theoretical model that explores the adoption of MAR applications through their emotional impact. A field study on Corfu visitors (n=105) shows that the functional properties of CorfuAR evoke feelings of pleasure and arousal, which, in turn, influence the behavioral intention of using it. This is the first study that empirically validates the relation between functional system properties, user emotions, and adoption behavior. The paper discusses also the theoretical and managerial implications of our study.
In this paper, the authors examine the state of the art in augmented reality (AR) for mobile learning. Previous work in the feld of mobile learning has included AR as a component of a wider toolkit but little has been done to discuss the phenomenon in detail or to examine in a balanced fashion its potential for learning, identifying both positive and negative aspects. The authors seek to provide a working defnition of AR and to examine how it can be embedded within situated learning in outdoor settings. The authors classify it according to key aspects (device/technology, mode of interaction/learning design, type of media, personal or shared experiences, whether the experience is portable or static, and the learning activities/outcomes). The authors discuss the technical and pedagogical challenges presented by AR, before looking at ways in which it can be used for learning. Finally, the paper looks ahead to AR technologies that may be employed in the future.
In this paper, we examine the state of the art in augmented reality (AR) for mobile learning. Previous work in the field of mobile learning has included AR as a component of a wider toolkit but little has been done to discuss the phenomenon in detail or to examine in a balanced fashion its potential for learning, identifying both positive and negative aspects. We seek to provide a working definition of AR and to examine how it can be embedded within situated learning in outdoor settings. We classify it according to key aspects (device/technology, mode of interaction/learning design, type of media, personal or shared experiences, whether the experience is portable or static, and the learning activities/outcomes). We discuss the technical and pedagogical challenges presented by AR, before looking at ways in which it can be used for learning. Finally, the paper looks ahead to AR technologies that may be employed in the future.
The technical enablers for mobile augmented reality (MAR) are becoming robust enough to allow the development of MAR services that are truly valuable for consumers. Such services would provide a novel interface to the ubiquitous digital information in the physical world, hence serving in great variety of contexts and everyday human activities. To ensure the acceptance and success of future MAR services, their development should be based on knowledge about potential end users’ expectations and requirements. We conducted 16 semi-structured interview sessions with 28 participants in shopping centres, which can be considered as a fruitful context for MAR services. We aimed to elicit new knowledge about (1) the characteristics of the expected user experience and (2) central user requirements related to MAR in such a context. From a pragmatic viewpoint, the participants expected MAR services to catalyse their sense of efficiency, empower them with novel context-sensitive and proactive functionalities and raise their awareness of the information related to their surroundings with an intuitive interface. Emotionally, MAR services were expected to offer stimulating and pleasant experiences, such as playfulness, inspiration, liveliness, collectivity and surprise. The user experience categories and user requirements that were identified can serve as targets for the design of user experience of future MAR services.
Specht, M., Ternier, S., & Greller, W. (2011). Dimensions of Mobile Augmented Reality for Learning: A First Inventory. Journal of the Research for Educational Technology (RCET), 7(1), 117-127. Spring 2011.
In this paper, we examine the state of the art in augmented reality (AR) for mobile learning. Previous work in the field of mobile learning has included AR as a component of a wider toolkit for mobile learning but, to date, little has been done that discusses the phenomenon in detail or that examines its potential for learning, in a balanced fashion that identifies both positive and negative aspects of AR. We seek to provide a working definition of AR and examine how it is embedded within situated learning in outdoor settings. We also attempt to classify AR according to several key aspects (device/technology; mode of interaction; type of media involved; personal or shared experiences; if the experience is portable or static; and the learning activities/outcomes). We discuss the technical and pedagogical challenges presented by AR before looking at ways in which AR can be used for learning. Lastly, the paper looks ahead to what AR technologies may be on the horizon in the near future.
Lack of direct experiential information is part of the explanation as to why only a small portion of apparel sales are performed online. To alleviate this problem, there are several forms of virtual experience that assist consumers in evaluating apparel online. Particularly significant among such virtual experiences are those facilitated by image interactivity technology (IIT). This paper focuses on one form of IIT, the "virtual try-on" (VTO), and analyzes whether and, if so, how using a virtual 3D model to try on clothes influences cognitive, affective, and conative responses to a retail Web site. Our comparison of personalized VTO with nonpersonalized VTO and mix-and- match technology in a laboratory-controlled environment shows that VTO does not lead to greater influence over consumer responses per se. We underline the utmost importance of model self-congruity and body esteem in increasing the impact of VTO on these responses. Hence, apparel Web sites proposing VTO, as well as companies providing these solutions, should focus on ways to efficiently maximize the perceived resemblance between the consumer and the model. By introducing body-related constructs such as body esteem and perceived model self-congruity, this study augments prior research on IIT by proposing and validating the underlying mechanism by which VTO influences consumer responses. [PUBLICATION ABSTRACT]
We present a novel system allowing in situ content creation for mobile Augmented Reality in unprepared environments. This
system targets smartphones and therefore allows a spontaneous authoring while in place. We describe two different scenarios,
which are depending on the size of the working environment and consequently use different tracking techniques. A natural feature-based
approach for planar targets is used for small working spaces whereas for larger working environments, such as in outdoor scenarios,
a panoramic-based orientation tracking is deployed. Both are integrated into one system allowing the user to use the same
interaction for creating the content applying a set of simple, yet powerful modeling functions for content creation. The resulting
content for Augmented Reality can be shared with other users using a dedicated content server or kept in a private inventory
for later use.
KeywordsMixed and augmented reality–Content authoring
Recent statistics on causes of aviation accidents and incidents demonstrate that to increase air-transportation safety, we must reduce human errors' impact on operations. So, the industry should first address human factors related to people in stressful roles to significantly minimize such errors. In particular, aviation maintenance employees work under high-pressure conditions- that is, they're under strict time constraints and must adhere to stringent guidelines. Because of such constraints, they might be prone to making errors. Unfortunately, many of these errors might not become apparent until an accident occurs. Although maintenance errors are a recognized threat to aviation safety, there are few simulation and computer-based tools for managing human factor issues in this field. The main advantages in using computer-based systems to train or support technicians are that computers don't forget and that they can help humans clearly understand facts. Such features can help reduce errors due to procedure violations, misinterpretation of facts, or insufficient training. Toward that end, augmented reality (AR) is a promising technology to build advanced interfaces using interactive and wearable visualization systems to implement new methods to display documentation as digital data and graphical databases. Nevertheless, many factors-such as cumbersome hardware, the need to put markers on the aircraft, and the need to quickly create digital content-seem to hinder its effective implementation in industry.
The augurscope is a portable mixed reality interface for outdoors. A tripod-mounted display is wheeled to different locations and rotated and tilted to view a virtual environment that is aligned with the physical background. Video from an onboard camera is embedded into this virtual environment. Our design encompasses physical form, interaction and the combination of a GPS receiver, electronic compass, accelerometer and rotary encoder for tracking. An initial application involves the public exploring a medieval castle from the site of its modern replacement. Analysis of use reveals problems with lighting, movement and relating virtual and physical viewpoints, and shows how environmental factors and physical form affect interaction. We suggest that problems might be accommodated by carefully constructing virtual and physical content
Large displays are increasingly being placed in public places to support community and social activities. However, a major problem that has been observed with this new form of public interaction is the resistance by the public to participate. A main reason is due to the prominence of the affective aspect of the user experience. In particular, feelings of social embarrassment often act as a barrier. Our paper is concerned with understanding why this is the case and considering how we can attempt to overcome these aspects through improving the design of public interaction. Our focus is on how groups of people socialize around large public displays, the way they move towards them, congregate around them and change from being onlookers to participants and back again. We describe a system - the Opinionizer - which we designed and placed in two authentic social gatherings, intended to encourage socializing and interaction. We present our findings in terms of the patterns of physical and social engagement that take place around it. We then present a model of public interaction flow, which we use as the basis from which to provide design recommendations for encouraging public participation.
Improving user experience is becoming something of a rallying call in human–computer interaction but experience is not a unitary thing. There are varieties of experiences, good and bad, and we need to characterise these varieties if we are to improve user experience. In this paper we argue that enchantment is a useful concept to facilitate closer relationships between people and technology. But enchantment is a complex concept in need of some clarification. So we explore how enchantment has been used in the discussions of technology and examine experiences of film and cell phones to see how enchantment with technology is possible. Based on these cases, we identify the sensibilities that help designers design for enchantment, including the specific sensuousness of a thing, senses of play, paradox and openness, and the potential for transformation. We use these to analyse digital jewellery in order to suggest how it can be made more enchanting. We conclude by relating enchantment to varieties of experience.
Although Augmented Reality technology was first developed over forty years ago, there has been little survey work giving an overview of recent research in the field. This paper reviews the ten-year development of the work presented at the ISMAR conference and its predecessors with a particular focus on tracking, interaction and display research. It provides a roadmap for future augmented reality research which will be of great value to this relatively young field, and also for helping researchers decide which topics should be explored when they are beginning their own studies in the area.
This paper surveys the current state-of-the-art of technology, systems and applications in Augmented Reality. It describes work performed by many different research groups, the purpose behind each new Augmented Reality system, and the difficulties and problems encountered when building some Augmented Reality applications. It surveys mobile augmented reality systems challenges and requirements for successful mobile systems. This paper summarizes the current applications of Augmented Reality and speculates on future applications and where current research will lead Augmented Reality’s development. Challenges augmented reality is facing in each of these applications to go from the laboratories to the industry, as well as the future challenges we can forecast are also discussed in this paper. Section 1 gives an introduction to what Augmented Reality is and the motivations for developing this technology. Section 2 discusses Augmented Reality Technologies with computer vision methods, AR devices, interfaces and systems, and visualization tools. The mobile and wireless systems for Augmented Reality are discussed in Section 3. Four classes of current applications that have been explored are described in Section 4. These applications were chosen as they are the most famous type of applications encountered when researching AR apps. The future of augmented reality and the challenges they will be facing are discussed in Section 5.
In 1997, Azuma published a survey on augmented reality (AR). Our
goal is to complement, rather than replace, the original survey by
presenting representative examples of the new advances. We refer one to
the original survey for descriptions of potential applications (such as
medical visualization, maintenance and repair of complex equipment,
annotation, and path planning); summaries of AR system characteristics
(such as the advantages and disadvantages of optical and video
approaches to blending virtual and real, problems in display focus and
contrast, and system portability); and an introduction to the crucial
problem of registration, including sources of registration error and
error-reduction strategies
The article focuses on blending reality and virtuality through computer graphics. Great science fiction often foreshadows great technical advances in communication technology. In the film "2001: A Space Odyssey," directed by Stanley Kubrick, the character Dr. Haywood Floyd calls home using a videophone, one of the earliest film appearances of videoconferencing. Little more than a decade later, in the director George Lucas's original movie "Star Wars," remote collaboration is accomplished using life-size virtual images superimposed on the real world. Today, desktop videoconferencing is widely available, while life-size virtual teleconferencing remains far-off fiction. In 1965, computer graphics pioneer Ivan Sutherland developed a display technology that made it possible to overlay virtual images on the real world. Attaching two head-worn miniature cathode ray tubes to a mechanical tracker, he created a see-through head-mounted display. Users could see a simple virtual wire-frame cube superimposed on the world, creating the first augmented reality interface.
Recent technological advances in interactive marketing allow consumers to use a ‘virtual mirror’ (created with their own digital photo uploaded to a retailer's Web site) to see how products would look on them. The virtual mirror can be used for simulated product experiences in virtual shopping environments (e.g., trying a garment or a pair of sunglasses in an Internet shopping mall). To enhance our understanding of the managerial implications of this new marketing tool, we test whether the images consumers select to construct their ‘virtual mirror’ influence their product evaluations. Psychological theorizing suggests that it is difficult to distinguish one's reaction to the product from one's reaction to the personal image to which the product is applied, giving rise to misattribution effects. Consistent with this assumption, three studies show that consumers evaluate a product more favorably the more they like the image used to construct a virtual mirror (for themselves or for someone they personally know); the variables used to enhance consumers' liking of their virtual mirror include the consumer's own facial expression (Study 1), a visual enhancement of the image (Study 2), and a regular vs. mirror image format (Study 3).
Recent market studies reveal that augmented reality (AR) devices, such as smart glasses, will substantially influence the media landscape. Yet, little is known about the intended adoption of smart glasses, particularly: Who are the early adopters of such wearables? We contribute to the growing body of research that investigates the role of personality in predicting media usage by analyzing smart glasses, such as Google Glass or Microsoft Hololens. First, we integrate AR devices into the current evolution of media and technologies. Then, we draw on the Big Five Model of human personality and present the results from two studies that investigate the direct and moderating effects of human personality on the awareness and innovation adoption of smart glasses. Our results show that open and emotionally stable consumers tend to be more aware of Google Glass. Consumers who perceive the potential for high functional benefits and social conformity of smart glasses are more likely to adopt such wearables. The strength of these effects is moderated by consumers’ individual personality, particularly by their levels of openness to experience, extraversion and neuroticism. This article concludes with a discussion of theoretical and managerial implications for research on technology adoption, and with suggestions for avenues for future research.
In this paper, a first prototype of a wearable, interactive augmented reality (AR) system for the enjoyment of the cultural heritage in outdoor environments, is presented. By using a binocular see-through display and a time-of-flight (ToF) depth sensor, the system provides the users with a visual augmentation of their surroundings and with touchless interaction techniques to interact with synthetic elements overlapping with the real world. The papers describes the hardware and software system components, and details the interface specifically designed for a socially acceptable cultural heritage exploration. Furthermore, the paper discusses the lesson learned from the first public presentation of the prototype we have carried out in Naples, Italy.
Purpose
– The purpose of this paper is to examine the extent to which presence, media richness, and narrative experiences yield the highest experiential value in augmented-reality interactive technology (ARIT).
Design/methodology/approach
– A survey is performed to collect data. Valid questionnaires of 344 ARIT users are identified. The hypothesized associations are analyzed using structure equation modeling.
Findings
– Empirical results indicate that narrative experience induces a higher experiential value than other simulative experiences, including presence and media richness.
Practical implications
– Results of this study provide a valuable reference for managers attempting to design an ARIT process in order to optimize the experiential value in various online simulation environments.
Originality/value
– This study adopts an integrated framework that incorporates narrative theory, media richness theory, and presence in the online ARIT. Exactly how narrative experience, media richness, and presence affect the formation of experiential value in the ARIT process is explored as well.
Beauty e-Experts, a fully automatic system for hairstyle and facial makeup recommendation and synthesis, is developed in this work. Given a user-provided frontal face image with short/bound hair and no/light makeup, the Beauty e-Experts system can not only recommend the most suitable hairdo and makeup, but also show the synthetic effects. To obtain enough knowledge for beauty modeling, we build the Beauty e-Experts Database, which contains 1,505 attractive female photos with a variety of beauty attributes and beauty-related attributes annotated. Based on this Beauty e-Experts Dataset, two problems are considered for the Beauty e-Experts system: what to recommend and how to wear, which describe a similar process of selecting hairstyle and cosmetics in our daily life. For the what-to-recommend problem, we propose a multiple tree-structured super-graphs model to explore the complex relationships among the high-level beauty attributes, mid-level beauty-related attributes and low-level image features, and then based on this model, the most compatible beauty attributes for a given facial image can be efficiently inferred. For the how-to-wear problem, an effective and efficient facial image synthesis module is designed to seamlessly synthesize the recommended hairstyle and makeup into the user facial image. Extensive experimental evaluations and analysis on testing images of various conditions well demonstrate the effectiveness of the proposed system.
Web site interactivity creates numerous opportunities for marketers to persuade online consumers and receives extensive attention in the marketing literature. However, research on cognitive and behavioral responses to web site interactivity is scarce, and more importantly, it does not provide empirical evidence for how interactivity effects can be explained. Therefore, the aim of this study was to investigate the underlying principle that explains the influence of web site. interactivity on consumers' cognitive, affective and behavioral responses: online flow, the web site users' complete immersion in an online activity (Hoffman and Novak 2009). In two studies, the hypothesis was tested that a visitor's flow experience in a specific brand web site mediates the effects of interactivity on the number and type (web site vs. product related) of thoughts, on attitudes toward the brand and web site, and on several behavioral intentions. The results provide evidence for the importance of flow in a marketing context, and the notion that the flow experienced on a specific web site is the underlying mechanism by which cognitive, attitudinal, and behavioral responses to an interactive brand web site can be explained.
Augmented reality (AR) is currently considered as having potential for pedagogical applications. However, in science education, research regarding AR-aided learning is in its infancy. To understand how AR could help science learning, this review paper firstly has identified two major approaches of utilizing AR technology in science education, which are named as image-based AR and location-based AR. These approaches may result in different affordances for science learning. It is then found that students’ spatial ability, practical skills, and conceptual understanding are often afforded by image-based AR and location-based AR usually supports inquiry-based scientific activities. After examining what has been done in science learning with AR supports, several suggestions for future research are proposed. For example, more research is required to explore learning experience (e.g., motivation or cognitive load) and learner characteristics (e.g., spatial ability or perceived presence) involved in AR. Mixed methods of investigating learning process (e.g., a content analysis and a sequential analysis) and in-depth examination of user experience beyond usability (e.g., affective variables of esthetic pleasure or emotional fulfillment) should be considered. Combining image-based and location-based AR technology may bring new possibility for supporting science learning. Theories including mental models, spatial cognition, situated cognition, and social constructivist learning are suggested for the profitable uses of future AR research in science education.
In this paper, we report the development of scales to measure the perceived benefits and risks associated with online shopping. Based on an exploratory qualitative inquiry and quantitative assessment, a four-factor scale of perceived benefits and a three-factor scale of perceived risks of online shopping were developed. Results from two national samples support the proposed measures of perceived benefits and risks associated with online shopping in terms of construct, convergent, discriminate, nomological, and predictive validity. Variation of these perceptions over time was also examined to test scale stability over time and to describe the evolution of online shopping.
Virtual try-on technology (referred to in this article as Virtual Try-on) can deliver product information that is similar to the information obtained from direct product examination. In addition, the interactivity and customer involvement created by Virtual Try-on can enhance the entertainment value of the online shopping experience. We used focus group interviews and an online national survey to investigate online apparel shoppers' use of Virtual Try-on to reduce product risks and increase enjoyment in online shopping.We also examined the impact of two important external variables (innovativeness and technology anxiety) that are not included in the electronic Technology Acceptance Model (e-TAM) but were expected to influence adoption of Virtual Try-on and whether or not gender differences existed in the Virtual Try-on adoption process. We examined this dual (functional and hedonic) role of Virtual Try-on by applying a modified e-TAM model to the Virtual Try-on technology adoption process and tested model invariance among male and female shoppers using Virtual Try-on in a simulated online shopping experience. The extended research model was validated in the context of Virtual Try-on adoption.Technology anxiety and innovativeness had significant moderating effects on the relationship between attitude and use of Virtual Try-on technology; however, there was no significant gender difference in the overall adoption process for Virtual Try-on.
Ease of use and usefulness are believed to be fundamental in determining the acceptance and use of various, corporate ITs. These beliefs, however, may not explain the user???s behavior toward newly emerging ITs, such as the World-Wide-Web (WWW).In this study, we introduce playfulness as a new factor that reflects the user???s intrinsic belief in WWW acceptance. Using it as an intrinsic motivation factor, we extend and empirically validate the Technology Acceptance Model (TAM) for the WWW context.
Recent Advances in Augmented Reality
- Ronald Azuma
- Reinhold Behringer
- Simon Julier
- Blair Macintyre
Ronald Azuma, Reinhold Behringer, Simon Julier, and
Blair Macintyre. 2001. Recent Advances in Augmented
Reality. IEEE Computer Graphics and Applications 21,
6: 34–47.
Smartphone Augmented Reality Applications for Tourism. e-Review of
- Z Yovcheva
- Dimitrios Buhalis
- C Gatzidis
Z Yovcheva, Dimitrios Buhalis, and C Gatzidis. 2012.
Smartphone Augmented Reality Applications for
Tourism. e-Review of Tourism Research 10, 2: 63–66.
Retrieved from
http://eprints.bournemouth.ac.uk/20219/4/licence.txt
Wow, I can augment myself
- Ana Javornik
Ana Javornik. 2015. "Wow, I can augment myself?"
Measuring effects of perceived augmentation and
interactivity on affective, cognitive and behavioral
consumer responses. 2015 Academy of Marketing
Conference -The Magic in Marketing.