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Enhanced Product Presentation with Augmented Reality: The Role of Affective Reactions and Authenticity

  • When shopping online, it is usually not possible to view products in the same way as you are used to when shopping offline. With augmented reality (AR), it is not only possible to view the product in detail, but also to view it at home in the real environment. Such an AR application sets stimuli that can affect the users and their purchase decision and Word-of-mouth intention. In this work, weWhen shopping online, it is usually not possible to view products in the same way as you are used to when shopping offline. With augmented reality (AR), it is not only possible to view the product in detail, but also to view it at home in the real environment. Such an AR application sets stimuli that can affect the users and their purchase decision and Word-of-mouth intention. In this work, we assume that when viewing a product in AR, not only affective internal states but also cognitive perception processes have an impact on purchase decision and Word-of-mouth intention. While positive affective reactions have already been studied in the context of AR, this paper will also describe inner cognitive perception processes, using the construct of AR authenticity. To test these assumptions, a study was conducted with 155 participants. The results show that both the purchase intention and the Word-of-mouth intention are influenced by the constructs of positive affective reactions and AR authenticity.show moreshow less

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Metadaten
Document Type:Conference Proceeding
Conference Type:Konferenzartikel
Zitierlink: https://opus.hs-offenburg.de/4906
Bibliografische Angaben
Title (English):Enhanced Product Presentation with Augmented Reality: The Role of Affective Reactions and Authenticity
Conference:8th International Conference (HCIBGO 2021), Held as Part of the 23rd HCI International Conference (HCII 2021), Virtual Event, July 24-29, 2021
Author:Joschka Firnkes, Christopher ZerresStaff MemberORCiDGND, Kai IsraelStaff MemberGND
Year of Publication:2021
Place of publication:Cham
Publisher:Springer Nature
Page Number:15
First Page:55
Last Page:70
Parent Title (English):HCI in Business, Government and Organizations
Editor:Fiona Fui-Hoon Nah, Keng Siau
Volume:LNCS 12783
ISBN:ISBN 978-3-030-77749-4 (Print)
ISBN:978-3-030-77750-0 (Online)
DOI:https://doi.org/10.1007/978-3-030-77750-0_4
URL:https://link.springer.com/chapter/10.1007/978-3-030-77750-0_4
Language:English
Inhaltliche Informationen
Institutes:Fakultät Medien (M) (ab 22.04.2021)
Institutes:Bibliografie
Formale Angaben
Open Access: Closed Access 
Licence (German):License LogoUrheberrechtlich geschützt
SWB-ID:1778897452