Please use this identifier to cite or link to this item:
https://doi.org/10.21256/zhaw-24752| Publication type: | Conference paper |
| Type of review: | Peer review (publication) |
| Title: | Let me entertain you : the influence of augmented reality on purchasing intention in e-commerce |
| Authors: | Beurer-Züllig, Bettina Rozumowski, Anna Klaas, Michael |
| et. al: | No |
| DOI: | 10.24251/HICSS.2022.601 10.21256/zhaw-24752 |
| Proceedings: | Proceedings of the 55th Hawaii International Conference on System Sciences |
| Page(s): | 4933 |
| Pages to: | 4942 |
| Conference details: | 55th Hawaii International Conference on System Sciences (HICSS), Virtual, 3-7 January 2022 |
| Issue Date: | 2022 |
| Series: | Proceedings of the 55th Hawaii International Conference on System Sciences |
| Publisher / Ed. Institution: | University of Hawai'i at Manoa |
| Publisher / Ed. Institution: | Honolulu |
| ISBN: | 978-0-9981331-5-7 |
| ISSN: | 2572-6862 |
| Language: | English |
| Subjects: | Augmented reality; Purchasing intention; Social shopping; E-commerce |
| Subject (DDC): | 006: Special computer methods 658.8: Marketing management |
| Abstract: | Augmented reality (AR) in e-commerce helps consumers to envision products in their respective surroundings, so fosters customer experience. Our online experiment with 302 probands explores the effect of AR on purchasing intention, taking into account motivational variables—perceived usefulness, entertainment and perceived ease of use (PEOU). Consumers viewing products in an AR-enabled online shop rated perceived usefulness, entertainment and PEOU significantly higher than the control group viewing the non-AR-enabled online shop. Performing mediation analysis, we found that AR significantly influences purchase intention, which is mediated by perceived entertainment. Our findings add to the understanding of the interplay of the motivational variables perceived usefulness, entertainment and PEOU as well as the impact of AR on customer decision making. From a managerial point of view, our findings suggest that in the current stage of the technology, AR is perceived as a playful add-on to online shopping, positively impacting purchase intention. |
| URI: | https://digitalcollection.zhaw.ch/handle/11475/24752 |
| Fulltext version: | Published version |
| License (according to publishing contract): | CC BY-NC-ND 4.0: Attribution - Non commercial - No derivatives 4.0 International |
| Departement: | School of Management and Law |
| Organisational Unit: | Institute of Marketing Management (IMM) |
| Appears in collections: | Publikationen School of Management and Law |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| 2022_Beurer-etal_Let-entertain-influence-AR-commerce_HICCS55.pdf | 4.27 MB | Adobe PDF |  View/Open |
Show full item record
Beurer-Züllig, B., Rozumowski, A., & Klaas, M. (2022). Let me entertain you : the influence of augmented reality on purchasing intention in e-commerce [Conference paper]. Proceedings of the 55th Hawaii International Conference on System Sciences, 4933–4942. https://doi.org/10.24251/HICSS.2022.601
Beurer-Züllig, B., Rozumowski, A. and Klaas, M. (2022) ‘Let me entertain you : the influence of augmented reality on purchasing intention in e-commerce’, in Proceedings of the 55th Hawaii International Conference on System Sciences. Honolulu: University of Hawai’i at Manoa, pp. 4933–4942. Available at: https://doi.org/10.24251/HICSS.2022.601.
B. Beurer-Züllig, A. Rozumowski, and M. Klaas, “Let me entertain you : the influence of augmented reality on purchasing intention in e-commerce,” in Proceedings of the 55th Hawaii International Conference on System Sciences, 2022, pp. 4933–4942. doi: 10.24251/HICSS.2022.601.
BEURER-ZÜLLIG, Bettina, Anna ROZUMOWSKI und Michael KLAAS, 2022. Let me entertain you : the influence of augmented reality on purchasing intention in e-commerce. In: Proceedings of the 55th Hawaii International Conference on System Sciences. Conference paper. Honolulu: University of Hawai’i at Manoa. 2022. S. 4933–4942. ISBN 978-0-9981331-5-7
Beurer-Züllig, Bettina, Anna Rozumowski, and Michael Klaas. 2022. “Let Me Entertain You : The Influence of Augmented Reality on Purchasing Intention in E-Commerce.” Conference paper. In Proceedings of the 55th Hawaii International Conference on System Sciences, 4933–42. Honolulu: University of Hawai’i at Manoa. https://doi.org/10.24251/HICSS.2022.601.
Beurer-Züllig, Bettina, et al. “Let Me Entertain You : The Influence of Augmented Reality on Purchasing Intention in E-Commerce.” Proceedings of the 55th Hawaii International Conference on System Sciences, University of Hawai’i at Manoa, 2022, pp. 4933–42, https://doi.org/10.24251/HICSS.2022.601.
Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.