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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.
... Consequently, numerous studies have underlined the role of augmented reality (AR) characteristics in influencing customer experiential value (Kumar, Gupta, and Chauhan 2023;Watson, Alexander, and Salavati 2018). Some of these characteristics are Perceived Usefulness (Javornik et al. 2016), Optimism and Innovativeness (Javornik 2016;Liljander et al. 2006;Parasuraman 2000). The items in perceived usefulness are about usefulness of the applications of AR; innovativeness; and optimism. ...
... Consequently, numerous studies have underlined the role of augmented reality (AR) characteristics in influencing customer experiential value (Kumar, Gupta, and Chauhan 2023;Watson, Alexander, and Salavati 2018). Some of these characteristics are Perceived Usefulness (Javornik et al. 2016), Optimism and Innovativeness (Javornik 2016;Liljander et al. 2006;Parasuraman 2000). The items in perceived usefulness are about usefulness of the applications of AR; innovativeness; and optimism. ...
... In this study, the identified variables were selected in relation to the research topic on AR and theories of consumers' behaviors. Perceived usefulness as a concept is derived from the technology acceptance model, where usefulness is postulated as one of the drivers of technology utilization and efficiency (Javornik 2016;Clark, Nyaupane, and Lichterman 2021). The Innovativeness and Optimism were taken from the technology readiness index (TRI), which defined the extent to which the users are willing to accept new technologies in the AR context (Parasuraman and Colby 2015). ...
With the growing integration of digital innovations in retail, a critical challenge persists: how can augmented reality (AR) applications be utilized to entice the intended target markets to engage and remain loyal? To this end, this study aims to bridge this gap by analyzing the effects of AR-based apps on consumers' brand loyalty in the beauty goods sector with specific reference to the UK and the UAE. Using the S-O-R framework as the theoretical framework of the research, the study examines the influence of experiential values such as playfulness and aesthetics in brand loyalty mediated by customer satisfaction. The results from a questionnaire completed by 550 female AR Mobile App users were examined by testing nine hypotheses. Emphasizing the research findings, it can be further determined that while evaluating the experiential value, there appears to be a significant emphasis on brand loyalty. However, aesthetic value has had minimal influence on consumers within the UAE. Also, AR psychological engagement could have been higher and interacted with satisfaction and brand loyalty in the two regions. Thus, this research extends the understanding of AR research by examining the implications for consumer behavior in the region and providing practical recommendations for managers who want to use AR apps to improve brand loyalty.
... This improves customers' decision-making comfort, promotes positive word-of-mouth (WOM) and facilitates the selection of high-quality products. In their study, Javornik et al. [13] focused on the virtual try-out of make-up using AR technology. The so-called Magic Mirror application was installed on two tablets and tested in the cosmetics department of a physical store. ...
... More precisely, AR applications enable customers to have a fascinating experience on-site [7]. Javornik et al. [13] specify this in their research by describing a comprehensive AR experience that is characterized by usefulness, realism, playfulness and moments of surprise. While they analyzed a beauty mirror in their study using the cosmetics industry as an example, this research paper presents a similar AR application, the smart mirror, based on the fashion industry. ...
... The Smart Mirror creates a unique shopping environment that fulfills the desire for personalized, diverse, and emotionally engaging offers [53]. These findings align with the study results of Javornik et al. [13], which show that useful AR features can enhance the consumer experience and make it more vivid. Pathak and Prakash [23] also confirm in their study that AR applications improve the shopping process in multiple ways by making it more immersive, convenient, enriching, experimental, engaging and participatory. ...
... Bearing in mind the digitalized population, it is foreseeable that retailers are considering emergent technologies to draw consumers into the store. The most current technology garnering recognition by retailers is AR that interweaves the physical setting along with the digital environment by overlapping virtual interpretations such as visual and audio data in real time (Javornik et al., 2016); whereas fully submerging users into a digital world (McKone et al., 2016) ...
... Consumers can utilize AR technology in a purchasing context to digitally visualize products such as apparel and jewellery on themselves, or to envision how furniture and other items might appear in a designated place. These realistic and personalized digital experiences have enhanced consumer desire in the purchasing process by providing a joyful and immersive method to studying various products under consideration (Javornik et al., 2016;Pantano, 2015). The literature review builds on previous findings that show how augmented reality affects customer learning, contentment, and purchasing intent. ...
... Augmented reality has significantly evolved from its inception in cinematography throughout the 1950s. Since the 1990s, mobile augmented reality (AR), wearable computing, and the domains of AR, 3-D technology, and mobile technology have attracted considerable attention within computer science (Javornik et al., 2016). Since that time, the technology has been employed in other domains, including retail, gaming, medicine, navigation, and education. ...
... In this domain of fashion, we encounter alternative names such as virtual/AR try-on, virtual fitting room, dressing mirror or costume "try-on" experience. A virtual mirror is used both for visualization of clothing [35] and for visualization of other elements such as fashion accessories (glasses, handbags and hats, earrings and necklaces), make-up [36], hairstyles [37]. Most of the time, it is a marketing tool to attract customers, where they can try a new feature more easily without having to put in more effort [38]. ...
... Due to the limited distance of the user from the device, they are primarily used to change the appearance of the top part of the body (from the chest to the head), ie. make-up try-on [36]. In museum displays, we find the interesting use of a virtual mirror for visualizing the masks of the natives directly on the visitor's face [40]. ...
... In order to render virtual objects, the positions where they are to be rendered need to be determined. For this, either the so-called AR markers [35], [37] can be used or better, the so-called skeleton or face landmarks of the user are detected and the objects are rendered in reference to it [36], [45], or it is used to deform the 3D model of the augmentation [40], [44]. Recently, with the development of generative adversarial networks (GAN), there has also been an increase in their use. ...
The presentation of clothing collection objects in museums brings specific constraints and requirements. Textile objects are particularly sensitive to mechanical handling and prolonged exposure to light. At the same time, it is interesting to see these objects in motion as they were worn. In this paper, we propose a new method of presenting digital 3D models of clothing collection objects that allows us to display these objects in motion. The presentation is handled by two real-time applications. Virtual Wardrobe, designed especially for enthusiasts, aims at simulating the movement of the fabric as closely as possible, with the possibility of zooming in on details and showing clothing in a historicizing environment. Virtual Mirror, aimed towards the general public, allows visitors to virtually put on selected collection objects. The Virtual Mirror can display up to three visitors simultaneously and performs semiautomatic calibration to their character types. The main innovation of the proposed presentation of historical clothing objects is presentation of their detailed 3D reconstruction in motion in real time on dimensionally appropriate models of figures. This makes the solution different from the optimized models used in computer games and the non-real-time rendering used in the film industry. Both applications were subjected to a long-term usage study and a questionnaire study to determine visitor acceptance, which was positive. We summarize the experience of deploying both applications in practice at the museum exhibition.
... Augmented reality helps reduce search and transaction costs and increases convenience in consumer decision-making [30]. There is evidence supporting this notion in stationary retailing [33], [92]. Such digital recommendations can, thus, improve the perceived purchase decision quality by consumers. ...
... Consequently, consumers also rate information services, such as augmented reality applications, positively at the point of sale [92]. In a setting of makeup, magic mirrors as one augmented reality application particularly increase shopping convenience [33]. The virtual makeup application saves time and reduces transaction and information costs. ...
... Magic mirrors particularly induce added benefits in shopping convenience by virtual try-on [33], [79], [94]. Furthermore, the present study shows how magic mirrors provide cross-selling offers and, thus, positively affect consumers' perception of such offers and their buying intention. ...
Stationary retailers may introduce new technologies, such as augmented reality, to provide product information and recommendations and thus improve shopping experience. Examples of such augmented reality applications are magic mirrors that enable virtual try-on and may induce cross-buying intention. Based on an experimental scenario and the corresponding results from 301 questionnaires, we find that magic mirrors positively impact consumers’ cross-buying intention. Cross-buying behavior depends particularly on price attractiveness and the aesthetic appeal of the products. Further, men place less emphasis on price attractiveness when considering cross-buying options than women. Whereas magic mirrors reduce the relationship between perceived product benefits and cross-buying behavior, the technology increases the positive effect of perceived convenience on consumers’ buying behavior. Magic mirrors, thus, improve convenience but hinder the perception of product benefits – these are better communicated by sales assistants. Magic mirrors may only partly replace sales staff, but retailers can combine both to serve consumers better.
... 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.
... Pazarlama alanında tüketicilere yeni ve ilgi çekici ürünleri deneyimleme imkanı sağlayan sanal gerçeklik, moda ve bağlantılı sektörlerin ilgisini çekmektedir [14]. Klasik moda defilelerine göre dijital moda defilelerinde sanal gerçeklik ortamının etkisiyle giysilerinin renk, desen, model, kalıp, biçim, kumaş gibi parametrelerin değerlendirilmesi kolay ve hızlı olmaktadır [15]. ...
... Klasik moda defilelerine göre dijital moda defilelerinde sanal gerçeklik ortamının etkisiyle giysilerinin renk, desen, model, kalıp, biçim, kumaş gibi parametrelerin değerlendirilmesi kolay ve hızlı olmaktadır [15]. Moda perakende sektörü, sanal gerçeklik teknolojisini tasarım, üretim, moda defilesinin sanallaştırılması, sanal kıyafetlerin denenmesine pek çok konuda kullanmaktadır [14], [16], [17]. Sanal gerçeklik tabanlı mobil uygulamalar ile kullanıcılar makyaj denemesi, gösterişli sanal kıyafetli fotoğraflar çekmeye alışkındır. ...
zet-Moda dış yüzeyde kültürel, ekonomik ve sosyal boyutları olan içte ise tasarım, üretim ve sunum gibi süreçleri bulunan çok katmanlı bir yapıdır. Bu katmanlar arasında ise modanın yayılabilmesi için mesaj yüklü bir ürüne ihtiyaç vardır. Bir ürünün doğru tanıtılması ve yayılması tasarımcının veya markanın vermek istediği duygu ve düşünceyi yansıtan hikâyenin uygun kanalla aktarılması ile mümkündür. Sanayi devrimi öncesine dayanan moda defileleri 1900'lü yılların başlarında ivme kazanarak dönemin ünlü modacıları ile müşterileri arasındaki önemli bir iletişim dili olarak kullanılmıştır. Günümüzde defile ve moda şovları tasarımcı ve markaların koleksiyonlarını sunduğu aktif mecralardır. Önceleri giysi özelliklerinin ve döneme ait stil detaylarının sunulduğu defileler modernizmin sonrası gösteri toplumunun bir sonucu olarak moda gösterilerine dönüşmüştür. Sanal gerçeklik teknolojilerinin performanslarının hızla artması ve maliyetlerindeki azalmanın etkisiyle defileler bu alanlarda da sergilenmektedir. Genç neslin sanal ortamlara olan yatkınlığı, manken ve defile hazırlık giderlerinin ortadan kalkması, mekân ihtiyacının olmaması gibi konular sanal defileleri sektörde çekici kılmaktadır. Bu çalışmada moda defilesi ve şovlarında sanal gerçeklik kullanımının araştırılması ve örneklendirilmesi amaçlanmaktadır. Bu amaçla sanal gerçeklik ile oluşturulan defile türleri ve oluşum aşamaları ele alınmış ve moda defilelerinde sanal gerçekliğin kullanımının örnekleri sunulmuştur. Bu alanda akademik ve sektörel çalışmaların her geçen gün artması konunun gelişimine işaret etmektedir. Önümüzdeki yıllarda sanal gerçeklik teknolojilerinin moda sunum tekniklerinde kullanımının yaygınlaşması öngörülmektedir. Anahtar Kelimeler-Moda, moda defilesi, moda tüketicileri, moda ürünleri, pazarlama, sanal gerçeklik I. GİRİŞ Defilenin tarihi modacıların, özel dikim ürünlerini sınırlı sayıda kişiden oluşan soylu ve aristokrat bir gruba kendi atölyeleri ya da balo salonlarında sunmasıyla başlamaktadır. Fransa'da ilk moda tasarımcılarının koleksiyonlarını dönemin vücut oranlarına sahip mankenler sergilemektedir. Evans kitabında uzun süren hazırlık ve provalar ile bu dönemde mankenlerin tarihsel görünmezliğine vurgu yapmaktadır [1]. Haute Couture'un babası olarak bilinen ve 1900'lü yılların başlarında tasarımcıların ev ziyaretlerinde yürüttükleri provaların aksine müşterilerini kendi atölyesinde ağırlayan Frederick Charles Worth cansız manken kullanımını ortadan kaldırarak canlı modellerle çalışmaya başlayan ilk modacılar arasında kabul görmektedir [2]. Evans Mekanik Gülümseme adlı kitabında defilenin tarihinin 1880'lere deyin uzandığını belirtmektedir. Modernizmin bir aracı olan moda olgusu ve moda gösterilerinin sinema dünyası ile eş zamanlılığı dikkat çekmektedir. Diğer yandan moda defileleri 1910 dolaylarında Paris'in ünlü balo solanlarında Frederick Charles Worth, Paul Poiret, Yves Saunt Laurent gibi tasarımcıların öncülüğünde yaygınlık kazanmıştır. Modern pazarlama paradigmasının gelişimi modernizmin bir aracı olan modayı ve ona bağlı iş kollarını yakından etkilemektedir. Moda sektöründe defile bir sunum tasarım yöntemi olarak sanat, tasarım ve pazarlama kavramlarının uygulamaya dönük disiplinler arası süreçlerini temsil etmektedir [3].
... Hypothesis H1a and H1b posit that AR perceived usefulness positively impacts experiential value, playfulness, and aesthetics, respectively. The results indicate a sturdy positive relationship between the UK and the UAE, which perfectly aligns with prior research (Clark et al. 2022;Javornik et al. 2016). It validates its importance in explaining consumer technology adoption (Huang and Liao 2015). ...
... However, for EVA (H2b), the significant impact was slightly stronger for the UAE compared to the UK; this difference may be because the items for interactivity focused on enabling people to create social relationships with other users; the UAE people tend to be more social. A strong positive influence of perceived usefulness and interactivity highlights the importance of AR features in enhancing experiential value (Eisend 2019;Javornik et al. 2016;Lee et al. 2018). ...
Brick‐and‐mortar stores in the e‐commerce era with declining revenues emphasize augmented reality (AR) to foster brand loyalty. This study examines how AR technological and cultural factors impact experiential values (EV) (playfulness and aesthetics), which subsequently influence brand loyalty in the UK and UAE, mediated by satisfaction. Whereas AR psychological engagement moderates the satisfaction‐brand‐loyalty link. Using the Stimulus–Organism–Response (SOR) theory, data were collected via questionnaires from 500 women, with an 84% response rate. Analysis reveals AR technological and cultural factors significantly impact EVs. Meanwhile, satisfaction mediates the relationship between EV and brand loyalty. However, the magnitude of these effects differs between the UK and UAE. AR's psychological engagement as a moderator is insignificant. The study offers unique insights by framing cultural factors as contextual stimuli within the SOR framework, enriching AR research by shaping EV. The study contributes novelty by examining the impact of EV on brand loyalty via satisfaction in the beauty industry with innovative technology AR magic mirror in the UK. Additionally, pioneering AR research in the underrepresented UAE beauty industry. The study offers substantive insights for researchers and practitioners alike, recommending culturally adaptive AR solutions, personalized and playful features, and sleek interfaces for the UK and UAE markets, respectively.
... Augmented reality generates personalized output for users, with augmented quality serving as a focal point in this study. This concept, akin to augmentation as discussed by Javornik et al. (2016) and Poushneh (2018), albeit broader, centers on the output quality resulting from interacting with augmented reality. It encompasses the quality of information, mapping, and awareness received by users during AR interactions. ...
... Various e-commerce models integrate the construct of innovativeness, which reflects consumers' readiness to embrace innovation. Future research could explore the influence of users' technological savviness and openness to innovation on AR adoption, as well as how user interactions with AR evolve over time (Javornik, 2016;Han et al., 2021). Personal innovativeness, as an external variable from the consumer perspective, denotes an individual's willingness to adopt innovation. ...
Augmented reality (AR) technology has gained significant attention in the retail sector for its potential to enhance the shopping experience. This cross-sectional quantitative study investigates the factors influencing consumers' intention to adopt AR for shopping, with a focus on the mediating role of self-efficacy. Data were collected via an online survey from 312 individuals residing in the United States who have engaged in online shopping within the past six months. Convenience sampling was employed, and data were analyzed using structural equation modeling. The study found that perceived relative advantage, augmented quality, and innovativeness positively influence consumers' intention to use AR for shopping. Furthermore, self-efficacy emerged as a significant mediator in this relationship, highlighting the importance of consumers' confidence in their ability to utilize AR technology. These findings offer valuable insights for businesses seeking to leverage AR technologies to enhance the retail experience and drive consumer engagement. By strategically addressing these factors, retailers can unlock the transformative potential of AR and position themselves at the forefront of AR-driven retail innovation.
... In addition, unlike traditional shopping experiences, AR apps provide customers with an efficient shopping experience (Yim et al., 2017). Customers get a chance to try different products and varieties virtually in their comfort zone before visiting the store (Javornik et al., 2016). Yoo et al. (2010) found interactivity as a significant determinant of perceived value. ...
... Presence in AR is achieved through the integration of simulated physical control and environmental embedding. Environmental embedding helps to visually transform the physical environment by incorporating virtual elements into the physical world (Javornik et al., 2016). Simulated physical control allows customers to interact with simulated products through haptic simulation, which reflects the movements used in the physical evaluation of products (Huang and Liao, 2015). ...
Purpose
Understanding how to retain users of augmented reality (AR) shopping apps and to motivate them to purchase is vital to the success of AR apps. This study assessed the chain effect of AR attributes on purchase intention and reuse intention through cognitive and affective factors.
Design/methodology/approach
The data were collected from Thai users of the IKEA Place app using an online survey. A link to the survey was posted on Thai furniture groups on social media platforms. The 439 responses were analysed using the partial least squares (PLS) approach.
Findings
The results revealed that all four AR attributes, namely interactivity, vividness, novelty and spatial presence, significantly influence perceived enjoyment, perceived diagnosticity and perceived value. Brand attitude, as a key driver of purchase intention, is influenced by perceived value. Attitude towards the app significantly affects reuse intention and is affected by affective and cognitive factors.
Practical implications
The findings enable shopping app designers and marketers to successfully promote the brand, retain users and boost sales by effectively incorporating AR.
Originality/value
The study extends the literature on the impacts of AR apps on customer behaviours by including affective factors in addition to cognitive factors to explain why AR attributes influence customer attitudes and behaviours. Furthermore, the study demonstrates the serial causal paths from AR attributes to customer behaviours.
... Innovative technologies are also evolving the purchase process, particularly with Augmented Reality (AR), social media-based shopping, and chatbots. Early AR adoption in retailing includes virtual try-on such as 'Magic Mirror", which uses motion capture technology (Javornik et al., 2016) to simulate the appearance of garments in a single form and rotate the model in front and back views. Where demand remains, it may shift across channels, requiring retailers to rethink their offerings (McGarrigle, 2020). ...
... Existing research focused on consumer value to design an app (Javornik et al., 2016;Nikhashemi et al., 2021) However, little is known regarding scenario planning post COVID-19. Therefore, this study aims to reveal what category of AR solution is most useful for different fashion retail environments. ...
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.
... 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.
... The construct is measured using a five-item ad hoc scale (e.g., "I felt I could enrich X" and "the virtual objects seemed completely real"). Later, Javornik et al. (2016) employed different items to measure perceived augmentation with more "technical" wording such as "the application added virtual make up to my face," an approach that other scholars (e.g., Daassi and Debbabi, 2021) adopted and labeled as "perceived augmentation." Rauschnabel et al. (2019) defined perceived augmentation quality as "the extent to which a user perceives the augmented content as realistic" (p. ...
Augmented reality (AR) integrates virtual content into consumers' physical environment. Although research suggests that consumers' perceptions of augmentation quality-the perceived merge of the virtual and real world-affect relevant consumer variables, the literature has not developed a comprehensive measure that adequately captures the construct nor integrated it meaningfully with theory-relevant outcomes. Grounded theory and standard scale development procedures are applied to understand what comprises perceptions of augmentation quality and how to measure it to distinguish low-from high-quality AR-marketing attempts. The findings suggest that quality perceptions in AR consist of a second-order factor, augmentation quality, represented by three first-order factors (design, interaction, and embedding quality). In addition, this research demonstrates that high augmentation quality creates a sense of local presence, i.e., the sensation that the augmented object experienced with AR is real and present to the consumer. The research then theoretically integrates these factors into a more comprehensive model, tying it firmly into the nomological net. In particular, augmentation quality-mediated by local presence-affects utilitarian and hedonic outcomes as well as behavioral actions. Managerial implications for understanding and using AR marketing are presented.
... Prior research has demonstrated that technologies offering both utilitarian and hedonic benefits positively influence users' attitudes and intentions. For instance, online shopping platforms and augmented reality virtual try-on technologies provide utilitarian value by enhancing efficiency and hedonic value by increasing enjoyment, thereby positively impacting consumer attitudes [57][58][59][60]. In the context of the Metaverse, Jiang, et al. [61] found that the Metaverse experience, comprising fantasies, feelings, and fun, positively affects consumer happiness in luxury brands. ...
The Metaverse has rapidly emerged as a transformative technological frontier, accelerated by key events such as the COVID-19 pandemic and Facebook’s rebranding as Meta. However, the factors influencing Generation Y’s adoption of Metaverse services remain underexplored. This study investigates the psychological, motivational, and social drivers shaping Generation Y’s adoption intentions, positioning the Metaverse as a bridge between the pre-digital and post-digital eras. Applying the Decomposed Theory of Planned Behavior, the findings reveal that perceived behavioral control and attitude significantly influence adoption, highlighting the roles of self-efficacy, user confidence, and positive perceptions of the technology. In contrast, subjective norms, central to traditional adoption models, exert no significant effect, suggesting a generational shift toward digital autonomy. Based on a survey of 341 Generation Y respondents in Taiwan, the findings provide practical insights for developers to prioritize user-friendly interfaces, immersive features, and customization options. Marketers are advised to leverage influencer-driven strategies and personalized digital interactions. The research contributes to theoretical advancements by challenging established models, such as the Unified Theory of Acceptance and Use of Technology, and calls for further research on cross-cultural differences and digital communities.
... Current literature primarily focuses on the technical functionality of AR, with limited emphasis on the psychological and behavioral factors influencing consumer adoption. Additionally, existing research often applies standalone frameworks, such as the technology acceptance model (TAM) or innovation diffusion theory (IDT), which may not fully capture the multidimensional nature of AR adoption (Javornik et al., 2016;Kumar et al., 2024). To address these gaps, this study integrates TAM and IDT with two psychological constructs, fit confidence (FC) and body esteem (BE), to develop a comprehensive model for understanding consumer adoption of AR-based VTO. ...
Purpose
In recent years, augmented reality (AR) emerged as a notable technology within the fashion industry, enhancing consumers’ shopping experience by offering virtual try-on (VTO). To comprehensively understand female apparel consumers’ adoption intentions of this novel shopping tool, this study expanded the Technology Acceptance Model by incorporating constructs from Innovation Diffusion Theory and two psychological factors – fit confidence (FC) and body esteem (BE).
Design/methodology/approach
This study used a scenario-based design where participants imagined dress shopping, watched a video of a woman using an AR-based VTO app and then completed a survey. The sample included a total of 388 U.S. female participants.
Findings
The findings demonstrated the explanatory power of the research model and highlighted important factors affecting adoption decisions. Among the five innovative dimensions, relative advantage, complexity and trialability significantly impacted perceived ease of use (PEOU) and/or perceived usefulness (PU). PEOU, PU, FC and BE all significantly affected attitude and purchase intention, with attitude partially mediating the effects on intention.
Practical implications
Findings highlight that retailers can enhance AR-based VTO adoption by promoting its relative advantages, such as convenience and personalization, and by offering free trials or demos to increase the PEOU. Furthermore, designing AR-VTO features with inclusivity and body positivity can address consumer concerns about fit and body image, improving engagement and satisfaction. These insights provide actionable strategies for technology developers and retailers aiming to create consumer-centric shopping experiences.
Originality/value
This study examined both technological and psychological antecedents, providing researchers and marketers with a comprehensive understanding of fashion consumers’ shopping experiences using AR-based VTO.
... Customers can virtually test on the ensembles in augmented reality by using AR virtual trial rooms. Customers may test it out in real time, and size adjustments are simple to make [16]. ...
... They can now try clothes and make-ups that they would not normally try.. (Vedant Darji ,2019) This advanced technology, which can be employed on multiple devices such as interactive screens and smart phones, has been increasingly adopted in the retail sector both publicly and privately (Javornik 2014). Prominent examples of AR applications are 'magic mirrors', (Javornik 2016). The so-called magic mirrors have become increasingly popular since 2010 (Poulter 2010), particularly in stores, whereby they utilise AR technology to enable consumers to superimpose garments onto themselves The magic mirror is life sized and overlays the shoppers' image with pictures of their selected clothes through touch-based interfaces or gestures (Kim et al. 2017). ...
... Behavioral intention to purchase is the condition in which a shopper is willing to buy or intends to perform an online transaction (Pavlou, 2003). Previous studies argue that the level of interaction that AR brings to consumers positively relates to their purchase intention (Javornik et al., 2016;Yim et al., 2017). This research will attempt to validate those positive relationships and explore the consumer's intention to purchase cosmetics products using AR mobile apps in the future (see Fig. 2). ...
... The customers create their own stylizations without having to try them on, and they receive information about the location of the selected product in the store. Smart mirrors also enable the testing of some cosmetics (Javornik et al., 2016). They can be located not only inside the store but also in the corridor of the shopping center. ...
The aim of the paper is to identify the importance of innovative technologies used in retail during the pandemic for consumers and the willingness of different generations of consumers to use these solutions in the future. The article was prepared on the basis of the literature on the subject, research reports, websites of companies preparing or implementing modern technologies in retail, and the results of direct research conducted in 2022 using the online survey technique among 1,100 consumers. The paper presents the issues related to the possibility of using modern technologies in the customer service process, specifically those that allow for even greater customer involvement in the purchasing process and increase their independence and self-service. A special emphasis was given to the self-service store, currently considered one of the greatest achievements (“milestones”) in brick-and-mortar retail trade, which is crucial for the issues presented. The paper shows the results of direct research on selected elements of purchasing behavior of different generations of consumers that are related to the use of innovative solutions in retail trade and intentions to use these solutions in the future.
... AR finds applications in diverse fields, including gaming e.g. Pokemon Go, navigation providing real-time directions and location-based information [1], retail enabling virtual try-ons and interactive shopping experiences [2], education [3](enhancing learning with interactive 3D models), and maintenance and repair supporting technicians with digital instructions [4]. ...
Dynamic fusion of Edge AI with Augmented Reality/Virtual Reality (AR/VR), unraveling a landscape rife with exciting opportunities and intricate challenges. The synergy between Edge AI and AR/VR technologies unveils a horizon where real-time performance, reduced latency, and heightened user immersion become achievable realities. The paper examines the manifold opportunities that arise when Edge AI is seamlessly integrated into AR/VR systems. It highlights the potential for local data processing to unleash unprecedented levels of interactivity and responsiveness. Furthermore, the empowerment of AR/VR devices to make split-second decisions on the edge promises to reshape user experiences across various domains. In this paper we explore different Edge AI algorithms to run on resource constrained hardware available on AR/VR systems. By navigating these challenges prudently, stakeholders can unlock the transformative potential of this synergy, ensuring that the fusion of Edge AI and AR/VR augments human experiences responsibly and innovatively.
... Several hand gesture-based systems have been developed to control virtual objects and perform tasks [2]. This is particularly true in the fashion retail industry, where AR technology is at the forefront of the usage of fitting rooms and magic mirrors [3]. Hand gestures are considered the optimal choice to enhance the user experience and overcome issues related to the current sanitary situation. ...
Interest in Extended Reality (XR) technologies has grown in recent years. Companies and researchers are focusing on the fields of applications and improving user interaction, with a particular focus on meta-user interface design. In this field, applications range from home automation to professional fields like surgery and manufacturing. Interaction can take place through various modalities, such as voice, touch, and hand gestures. Hand-gestural interaction has become more relevant in recent years, particularly due to the need for touchless interaction due to the COVID-19 pandemic. It is considered a natural interaction and allows users to feel present in the digital world through "direct manipulation". Recognizing hand gestures in realtime from video streams is difficult because it's hard to know when a gesture starts and ends. Scaling up recognition performance and the possibility of encountering unknown gestures also pose challenges. These challenges can impact the design of gestural interactions, which is closely connected to the effort needed for making XR systems recognize gestures and their precision, leading to a poor user experience. In this paper, we propose a real-time on-device Hand Gesture Recognition system that can be used in XR applications. It can handle static and dynamic gestures, with one or two hands, also considering egocentric perspective, making it usable with various devices, from expensive Smart Glasses to more affordable smartphones and laptops. The system uses well-known datasets, such as EgoGesture and Jester, and splits the gesture recognition task into two sub-tasks: identifying the hand skeleton of a human from a single RGB camera through Mediapipe Hands and then recognizing gestures using the detected hand skeleton. To extend the available datasets, we propose a procedure for generating large synthetic video datasets for hand gestures, as well as behavioural trees for generating variations of the acquired gestures. This approach saves time and effort spent on recording and annotating thousands of real videos, allowing greater flexibility in gesture design and envisioning XR applications involving intuitive and richer interactions, increasing user experience.
Key words: Hand gestures, Extended Reality, RNN, Synthetic data, Touchless interaction.
... Concerning its business-oriented approach, AR technology has already been investigated in various forms from the academic community. For example, Olsson & Salo (2011) have focused on its utilization, Lee (2012) and Martínez et al. (2014) on its applications and limitations, Chung et al. (2015) and Kang (2014) on its usage intention, and Bojórquez et al. (2016) and Javornik et al. (2016) on its adoption intention. In this standpoint, this empirical paper examines smartphone users' behavioral intention to adopt mobile AR apps in shopping malls in Greece. ...
Last years, gamification is applied more and more on various fields the vast majority of them via mobile apps and smartphones; and has become a relative standpoint of any UI/UX design. It is an innovative business model that focuses on applying game mechanics to non-game contexts aiming at transforming activities, services and products to afford gameful experiences as well as attract and engage audiences, generating motivational, social, emotional and cognitive benefits, and bring out a little fun into everyday activities. Regarding health and fitness, gamification is applied to offer various benefits for motivating individuals’ behavior change. Its gamification mechanics stimulate users be more competitive when they try to accomplish a challenge for a health or/and fitness issue. The purpose of this chapter is twofold. First, a literature review on gamification systems in mobile health apps and particularly in fitness is presented. Hence, a total of 21 articles are classified and analyzed. As evidenced by the literature review, gamification can help patients increase physical activity, improve eating and living habits and regulate body weight. Second, a review of mobile gamified apps in the field of fitness revealed 20 apps with a good response from users, a large number of installations and high rating. Although gamification is used in mobile health to some extent, the results of both the literature review and the mobile apps’ review are even more encouraging for the near future as the initial results show a prosperous intention of gamification’s adoption in health and fitness mobile apps.KeywordsGamificationGamification in mobile healthGamified mobile appsFitness apps
... 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]. ...
Featured Application
Mixed-reality shopping assistance system for omnichannel retail environments.
Abstract
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' bidimensional 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.
Purpose
The purpose of the study is to have an understanding about the impact of augmented reality (AR) on user experience in case of a makeup app. This article tries to explore how personalisation, an AR process, impacts the various aspects of user experience (pragmatic quality, hedonic quality by stimulation, hedonic quality by identification and attractiveness). This study also evaluates the moderating role of privacy concern on the relationship of personalisation and user experience.
Methodology
This research empirically analyses data from an experiment conducted in a controlled lab setting with 200 valid responses from users of a makeup app, which incorporates AR technology. SPSS and SmartPLS4 were used for the analysis.
Findings
The results show that personalisation significantly impacts the user experience, particularly in terms of enhancing pragmatic quality. However, the results did not show a moderating effect of privacy concerns on the relationship of personalisation and user experience.
Implications
This research offers marketers a foundation on leveraging AR technology in enhancing the app experience. It also contributes to the AR literature by understanding the interplay of personalisation, privacy concern and user experience.
Originality/Value
This study examines how personalisation in AR distinctly shapes the user experience. It also addresses the contemporary dilemma of privacy concerns, investigating whether marketers should prioritise enhancing personalisation or exercise caution to uphold user privacy. While previous studies related to AR and user experience have been conducted in Western contexts, this study is unique in its kind in India.
The application of virtual try-on (VTO) technologies in the fashion industry is garnering increasing attention and is regarded as a significant innovation in enhancing the consumer experience for fashion shoppers. This study conducts a systematic review to evaluate the impact of VTO systems on consumer behavior and experiences within the fashion industry. By analyzing 69 research articles, we identified key factors influencing consumers’ purchasing decisions and VTO adoption intentions. These factors include attitudes, media, symbolic gratification, technological gratification, emotional values, utilitarian values, and user attributes. Based on these findings, we construct conceptual frameworks that clearly delineate how direct factors and their influencing elements impact consumers’ purchase and technology adoption behaviors. This review synthesizes the psychological and technological dimensions shaping consumer behavior, addressing critical gaps in the literature specific to fashion consumption. Moreover, future research directions were discussed. By addressing key challenges such as boundary factors, user segmentation, and technological advancements, this study offers actionable insights to guide researchers and practitioners in creating more personalized, immersive, and effective VTO systems in the fashion industry.
Virtual 3D assets, i.e., 3D models that form the basis of virtual environments, products, and goods, are essential for the creation of a future metaverse. However, we have limited knowledge about the market dynamics in which virtual 3D assets are traded and the indicators that influence their value and pricing - and thus the purchasing mechanisms. The present study draws on multi-attribute utility and value- and competition-informed pricing theory to determine what drives the purchase of virtual 3D assets using secondary data from the marketplace Sketchfab. The empirical analysis indicates that the sellers’ value perception of virtual 3D assets contradicts the users’ interest and that organizational sellers outperform individual sellers by relying to a higher degree on competition- and value-informed pricing. Based on our findings, we identify implications for both organizational and individual sellers to refine their pricing strategies in accordance with the unique dynamics of 3D virtual asset marketplaces.
By integrating virtual elements into our real-world perceptions, augmented reality (AR) provides numerous opportunities across fields, including marketing, tourism, and gaming. However, despite increasing attention, a motivational approach to why people use AR apps for shopping has often been overlooked in both scholarly and practical arenas. Utilizing self-determination theory, through an in-depth thematic analysis of 302 consumer interactions, we identify four key modes of AR usage in retail: informational, social, experiential, and inspirational. These categories are further condensed into intrinsic and extrinsic motivations in the theoretical framework. The findings of this study contribute to AR theoretical frameworks in marketing by delineating specific
consumer usage modes and offer actionable strategies for businesses to effectively implement AR technologies,
particularly in enriching consumer interactions and driving retail innovation.
Recent technological advancements, notably in augmented reality (AR), have disrupted the marketing landscape, arousing interest in immersive experiences for consumers. In particular, AR has emerged as a powerful tool for marketers across various industries for bridging the imagination gap. Despite this potential, many managers grapple with how to strategically integrate AR. The literature on AR marketing highlights its ability to inspire, engage, increase sales, induce impulse buying, and enhance customer-brand relationships. However, a comprehensive understanding of the value AR provides to users remains lacking. This study addresses this gap by applying consumption value theory to identify the dimensions influencing AR usage. By integrating this theory into the technology acceptance model, we establish a coherent framework for analyzing the values driving AR adoption. The study uncovers the importance of convenience value and informational value, in particular, for closing the imagination gap. While emotional hedonic value was only significant for female consumers, there was no statistical support for monetary value and social value in the present study. Thus, this study uncovers motivational values that people seek when they use AR.
Purpose
As one of the most cutting-edge technologies in the digital age, facial enhancement technology (FET) has greatly enhanced consumer online shopping experience and brought new e-commerce opportunities for cosmetics retailers. The purpose of this paper is to extend the unified theory of acceptance and use of technology (UTAUT) model in the context of FET. In addition to the concepts from the original model, the new FET-UTAUT model features (low) body esteem, social media addiction and FET adoption.
Design/methodology/approach
A purposive sampling of FET users in China via an online questionnaire yields 473 respondents. To analyze the data, this research uses the structural equation modeling method via statistical package for the social sciences and analysis of a moment structures software. A two-step approach, exploratory factor analysis and confirmatory factor analysis, was used to test the hypotheses and generate the findings.
Findings
Performance expectancy, effort expectancy, social influence, facilitating conditions and (low) body esteem have positive relationships with FET adoption. FET adoption has a positive relationship with online purchase intention of branded color cosmetics, and the empirical evidence for the moderating role of social media addiction in the relationship between FET adoption and online purchase intention is inconclusive.
Originality/value
This research extends the traditional UTAUT model by proposing a novel FET-UTAUT model that incorporates additional key concepts such as body esteem, FET adoption and social media addiction. Managerial implications of this research are provided for FET designers and branded color cosmetic retailers.
Augmented reality (AR) can induce emotions among its users. However, emotional valence is often studied with a singular focus (e.g., enjoyment), which disregards and overlooks the multifaceted nature of emotional valence. Taking a multifaceted perspective of emotional valence, this study aims to broaden understanding of how induced emotions can drive consumers’ inclination to use AR. A multifaceted emotion measurement scale was modified and utilized (nStudy1: 224), followed by two experimental studies (nStudy2: 214; nStudy3: 200). These experiments entailed a design wherein the experimental group explored products using an AR app while the control group navigated the mobile website of the same company devoid of any AR features. Our findings indicate that the use of AR instigates expressive emotions, further eliciting emotion components spanning both affective and physiological dimensions. In instances of positive emotions, at least two out of the three elicited emotion components consistently led to a heightened desire to engage with AR. Negative emotions produce no significant effects. Taken collectively, the principal theoretical contribution of this study lies in its elucidation of the components and elicitation patterns of emotions tied to AR, whereas the practical standpoint of these findings underscores the necessity for both developers and marketers to comprehend the pivotal role that the induction of positive expressive emotions plays in designing effective AR apps. These insights should therefore pave the way for more intuitively engaging and emotionally satisfying AR experiences for consumers.
Problematic online usage (POU) and Internet addiction (IA) lack a refined classification. Using 796 questionnaires, this study is the first to reveal a continuum ranging from Casual users (i.e. older users) to Addicts (i.e. digital natives) acknowledging five different severity levels of POU to IA. Depending on where users are located within the addiction continuum, usability of augmented reality (AR) applications has different effects. Most interestingly, the experience of Casual users is triggered by enjoyment, whilst enjoyment exerts a negative effect on the emotional and action experiences of Addicts-in-denial. The study provides actionable implications for IA, POU, and AR behaviour.
Digital fashion is a multidisciplinary field, and the technological innovations that are making it possible can be clustered under following four themes: (1) digital design and e-prototyping, (2) digital business and promotion, (3) digital human and metaverse, and (4) phygital apparel and smart wearable technology. The technical areas associated with these four themes are further explored in this chapter, and descriptive snapshots of the state-of-the-art developments are presented.
Digital fashion is a multidisciplinary field, and the technological innovations that are making it possible can be clustered under following four themes: (1) digital design and e-prototyping, (2) digital business and promotion, (3) digital human and metaverse, and (4) phygital apparel and smart wearable technology. The technical areas associated with these four themes are further explored in this chapter, and descriptive snapshots of the state-of-the-art developments are presented.
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.
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.
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, 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).
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
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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.