Augmented reality: Research agenda for studying the impact of its media characteristics on consumer behaviour

被引：297
|
作者：
Javornik, Ana [1 ,2 ]
机构：
[1] UCL, Interact Ctr, 66-72 Gower St, London WC1E 6EA, England
[2] Univ Svizzera Italiana, Inst Mkt & Commun Management, Via Giuseppe Buffi 13, CH-6900 Lugano, Switzerland
来源：
JOURNAL OF RETAILING AND CONSUMER SERVICES | 2016年 / 30卷
基金：
瑞士国家科学基金会;
关键词：
Augmented reality; Interactive technologies; Media effects; Consumer behaviour; Human-computer interaction; Literature review; VIRTUAL WORLDS; ADVERTISING EFFECTIVENESS; SHOPPING BEHAVIOR; WEB SITES; ONLINE; INTERACTIVITY; ENVIRONMENTS; TECHNOLOGY; ACCEPTANCE; EXPERIENCE;
D O I：
10.1016/j.jretconser.2016.02.004
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
Augmented reality has emerged as a new interactive technology and its unprecedented way of complementing the physical environment with virtual annotations offers innovative modes for accessing commercially-relevant content. However, little is known about how consumers respond to its features. This paper approaches augmented reality (AR) by studying media characteristics of interactive technologies and shows to which extent they are indicative of current AR commercial apps. Based on a literature review about consumer responses to these characteristics, potential media effects of AR on consumer behaviour are discussed. Finally, the article proposes a research agenda for further study of this new phenomenon in marketing. (C) 2016 Elsevier Ltd. All rights reserved.
引用
收藏
页码：252 / 261
页数：10
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