Unraveling the factors that influence connectedness and relationship performance with augmented reality apps

Waqar Nadeem, Saifeddin Alimamy, Abdul R. Ashraf
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Abstract

PurposeAugmented reality (AR) technology presents novel opportunities for marketers to captivate consumers, enhancing their experiences with brands. Although recent research underscores consumers' favorable responses to AR within retail contexts, there remains a paucity of studies examining the specific factors motivating these responses, i.e. reasons for, such as the appeal of entertainment, trendiness, customization, interaction and augmentation quality. Conversely, reasons against AR acceptance, such as perceived lack of realism, skepticism or perceived deception, are also underexplored.Design/methodology/approachGuided by the behavioral reasoning theory, the current study delves into consumers' personal values and beliefs, their reasons for and reasons against using AR apps and how these factors influence their engagement and relationship performance with AR apps. The data were collected from 343 AR app users to test the developed theoretical framework.FindingsResults reveal that while perceived value compatibility does not influence reasons for using AR apps, it negatively influences reasons against using AR apps and positively influences connectedness to AR apps. Interestingly, openness to change does not significantly influence users’ connection to AR apps, and no association was found between reasons-against and connectedness to AR apps and relationship performance. However, a positive relationship was observed between users’ connectedness to AR apps and their relationship performance.Originality/valueBy offering these insights, this study contributes to a foundational understanding of the behavioral intricacies and dynamic interaction patterns within the rapidly emerging AR user base.
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利用增强现实应用程序揭示影响连接性和关系绩效的因素
目的增强现实(AR)技术为营销人员提供了吸引消费者的新机遇,增强了他们对品牌的体验。尽管最近的研究强调了消费者在零售环境中对 AR 的良好反应,但仍然很少有研究探讨促使消费者做出这些反应的具体因素,即原因,如娱乐性、潮流性、定制化、互动性和增强质量的吸引力。设计/方法/途径在行为推理理论的指导下,本研究深入探讨了消费者的个人价值观和信念、他们使用 AR 应用程序的理由和反对理由,以及这些因素如何影响他们对 AR 应用程序的参与和关系表现。研究结果表明,虽然感知价值兼容性不会影响使用 AR 应用程序的原因,但会对反对使用 AR 应用程序的原因产生负面影响,并对 AR 应用程序的关联性产生正面影响。有趣的是,对变化的开放性对用户与 AR 应用程序的联系没有显著影响,而且在反对使用 AR 应用程序的原因和与 AR 应用程序的联系与关系表现之间没有发现任何关联。原创性/价值通过提供这些见解,本研究有助于人们对迅速崛起的AR用户群中错综复杂的行为和动态互动模式有一个基本的了解。
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