When historically cultural and creative products meet AR: the effect of augmented reality–based product display on consumers’ product evaluation

IF 1.8 Q3 MANAGEMENT Nankai Business Review International Pub Date : 2022-12-22 DOI:10.1108/nbri-06-2022-0070
Lan Xu, Shuangshuang Zhao, Quan Chen, Nan Cui, Jingting He
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引用次数: 1

Abstract

Purpose Augmented reality (AR), an innovative interactive technology that can realize the synchronization and integration of virtual and reality, has been widely used in commodity displays and museum exhibitions. However, few studies have examined the effectiveness of AR-based product display in the context of historically cultural and creative product (HCCP) marketing. This study aims to focus on whether and how the application of AR technology to the HCCP display will influence consumers’ product evaluation. Design/methodology/approach This study uses three experiments to examine the impact of an AR-based product display on consumers’ evaluation of HCCPs. In experiments 1 and 2, the researchers compared the consumer’s evaluation of HCCPs under the AR-based product display condition and two other display conditions (i.e. 3D model display and photographic display) and examined the mediating role of perceived authenticity in the evaluation process. Experiment 3 tested the moderating effect of the availability of artistic detail information on weakening the negative impact of AR-based product display on the evaluation of HCCPs. Findings This study found that using AR-based displays harms consumers’ evaluation of HCCPs by impairing perceived authenticity. The spatial-temporal cues of real-time circumstances impede consumers’ processing of the historical attributes of the product. The dynamic AR-based display makes it hard for consumers to build the product’s connection with historical prototypes. Thus, consumers’ perception of the authenticity of HCCP is reduced. Providing artistic details during the presentation makes artistic attributes more prominent than historical attributes, allowing consumers to pay more attention to the sensory experience caused by the artistic design instead of the spatial-temporal cues of the product. At this point, the negative impact of AR-based product display on the evaluation of HCCPs will be attenuated. Originality/value First, this study shows the adverse effects of AR-based product displays in the field of HCCP marketing. AR-based product display degrades product evaluations when the displayed product has historical attributes. Second, this study extends the perceived authenticity theory to the technological experience context and establishes a theoretical connection with the AR literature. Third, this study explores the multiple characteristics of HCCPs. The historical attributes are the central attribute of HCCPs, leading consumers to perceive lower sense of authenticity due to the conflict with real-time spatiotemporal cues risen from the AR-based display. However, the artistic attributes, which are beyond the limitation of time and space, will attenuate this conflict when they become prominent.
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当历史文化创意产品遇到AR:基于增强现实的产品展示对消费者产品评价的影响
目的增强现实(AR)是一种创新的交互技术,可以实现虚拟与现实的同步和集成,已被广泛应用于商品展示和博物馆展览中。然而,很少有研究在历史文化创意产品(HCCP)营销的背景下检验基于AR的产品展示的有效性。本研究旨在关注AR技术在HCCP显示中的应用是否以及如何影响消费者的产品评价。设计/方法论/方法本研究使用三个实验来检验基于AR的产品展示对消费者对HCCP评价的影响。在实验1和2中,研究人员比较了消费者在基于AR的产品展示条件和其他两种展示条件(即3D模型展示和照片展示)下对HCCP的评价,并检验了感知真实性在评价过程中的中介作用。实验3测试了艺术细节信息的可用性对削弱基于AR的产品展示对HCCP评价的负面影响的调节作用。研究发现,使用基于AR的展示通过损害感知的真实性来损害消费者对HCCP的评价。实时环境的时空线索阻碍了消费者对产品历史属性的处理。基于AR的动态显示使消费者很难建立产品与历史原型的联系。因此,消费者对HCCP真实性的感知降低了。在展示过程中提供艺术细节,使艺术属性比历史属性更加突出,让消费者更加关注艺术设计带来的感官体验,而不是产品的时空线索。此时,基于AR的产品展示对HCCP评估的负面影响将减弱。创意/价值首先,本研究展示了基于AR的产品展示在HCCP营销领域的不利影响。当显示的产品具有历史属性时,基于AR的产品显示降低了产品评价。其次,本研究将感知真实性理论扩展到技术体验语境中,并与AR文献建立了理论联系。第三,本研究探讨了HCCP的多重特征。历史属性是HCCP的中心属性,由于与基于AR的显示产生的实时时空线索的冲突,导致消费者感知到较低的真实感。然而,艺术属性超越了时间和空间的限制,当它们变得突出时,就会减弱这种冲突。
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来源期刊
CiteScore
2.30
自引率
3.60%
发文量
32
期刊介绍: Nankai Business Review International (NBRI) provides insights in to the adaptation of American and European management theory in China, the differences and exchanges between Chinese and western management styles, the relationship between Chinese enterprises’ management practice and social evolution and showcases the development and evolution of management theories based on Chinese cultural characteristics. The journal provides research of interest to managers and entrepreneurs worldwide with an interest in China as well as research associations and scholars focusing on Chinese problems in business and management.
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