How augmented reality media richness influences consumer behaviour

de Amorim, Inês Pessoa; Guerreiro, João; Eloy, Sara; Loureiro, Sandra Maria Correia

doi:10.1111/IJCS.12790

Title

How augmented reality media richness influences consumer behaviour

Author

de Amorim, Inês Pessoa

Guerreiro, João

Eloy, Sara

Loureiro, Sandra Maria Correia

Abstract

The current paper explores the impact that an augmented reality shopping assistant may have on consumers’ emotional and cognitive responses, and how it would affect their buying behaviours. A prototype of an application to assist consumers inside a supermarket was developed using HoloLens glasses. A total of 85 participants were invited to walk‐through the store using augmented reality glasses. A PLS‐SEM approach was used to test the conceptual model. Results using different scenarios show that media richness (the level of information cues, variety and immediate feedback) impacts consumer decisions and heightens their cognitive and emotional responses. The current study finds that a media‐rich augmented reality experience influences brand engagement and willingness to buy through perceived information quality and brand attitudes. At a time when managers in every industry work to capture consumers’ attention, the present study shows how content remains important in every communication activity, even in an innovative augmented reality retail shopping experience.

Language

English

Source (journal)

International journal of consumer studies. - Oxford

Publication

Oxford : 2022

ISSN

1470-6423

DOI

10.1111/IJCS.12790

Volume/pages

46 :6 (2022) , p. 2351-2366