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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: 10.21256/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.
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

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