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引用次数: 0
摘要
目的-本文的目的是研究体验经济对基于增强现实的营销应用程序的影响及其对消费者满意度的影响。方法-本研究采用的研究策略是定量方法,利用调查方法。采用偏最小二乘结构方程模型(PLS-SEM)对原始数据进行分析。数据收集过程包括向积极使用智能手机的参与者分发在线问卷。然后,这些参与者被要求使用本研究选择的五种增强现实营销应用程序之一:Shopee(美容相机),丝芙兰(虚拟艺术家),宜家广场,多乐士(Visualizer)和Kinder Joy (Applaydu)。为了增强研究结果的稳健性,本研究共纳入了230名受访者。结果:研究表明,美学对娱乐、学习和逃避有积极的影响。此外,娱乐、学习和逃避对满意度有正向影响。贡献-本研究的学术贡献在于其在独特的背景设置中进行了细致的复制,其中包括主题,对象和研究环境的变化。这种深思熟虑的方法不仅可以加强现有的知识库,还可以提高其在不同场景中的适用性。该研究的核心学术价值来自于它对增强现实体验经济影响客户满意度的复杂机制的全面阐述,这些机制都位于印度尼西亚独特的社会文化和经济景观中。
The effect of experience economy on augmented reality-based marketing apps: a study of consumer satisfaction
Purpose — The objective of this paper is to examine the impact of the experience economy on augmented reality-based marketing apps and their influence on consumer satisfaction.Method — The research strategy employed in this study is a quantitative approach, utilizing survey methods. The primary data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The process of data collection encompassed the distribution of online questionnaires to participants who actively utilize smartphones. These participants were then required to engage with one of the five augmented reality marketing applications selected for this study: Shopee (Beauty Cam), Sephora (Virtual Artist), IKEA Place, Dulux (Visualizer), and Kinder Joy (Applaydu). To enhance the robustness of the findings, a total of 230 respondents were included in this study.Result — The study revealed that aesthetics have a positive influence on entertainment, learning, and escapism. Furthermore, entertainment, learning, and escapism have a positive influence on satisfaction.Contribution — The academic contribution of this study lies in its meticulous replication undertaken within a unique contextual setting featuring variations in subjects, objects, and research environments. This deliberate approach not only serves to reinforce the existing knowledge base but also elevates its applicability across diverse scenarios. The study's core scholarly merit emerges from its comprehensive exposition of the intricate mechanisms through which the augmented reality experience economy influences customer satisfaction, all situated within the distinctive socio-cultural and economic landscape of Indonesia.
期刊介绍:
IJMED is a major international research journal dedicated to business development strategy and entrepreneurship policy as well as management processes in an international and cross-cultural context. IJMED provides a venue for high quality papers including theoretical research articles, evidence-based case studies and practical applications seeking to explore best practice and investigate strategies for rapid growth management in SMEs. IJMED has a history of contributing to the academic literature, providing conceptual and practical insights and generating innovative ideas for organizational enterprise. Topics covered include: -SMEs'' start-up development, corporate venturing- Technological opportunities, new firm creation, valuation- Technological adoption, technology transfer, technopreneurship- Joint ventures/alliances, franchising and corporate ownership- Business incubator development strategy- Economic and social entrepreneurship- Virtual coaching services for SMEs- SMEs and entrepreneurship policy- Start-up cognitions/behaviours- Halo effect, technology licensing- Long-run technology investments- Knowledge management/technology strategy in SMEs- Managing rapid growth, accelerating competitive effectiveness- Strategy decision speed and SME performance- Entrepreneurs in non-profit sector.