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Augmenting the eye of the beholder: exploring the strategic potential of augmented reality to enhance online service experiences

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posted on 2023-06-21, 06:02 authored by Tim Hilken, Ko de Ruyter, Mathew Chylinski, Dominik Mahr, Debbie KeelingDebbie Keeling
Driven by the proliferation of augmented reality (AR) technologies, many firms are pursuing a strategy of service augmentation to enhance customers’ online service experiences. Drawing on situated cognition theory, the authors show that AR-based service augmentation enhances customer value perceptions by simultaneously providing simulated physical control and environmental embedding. The resulting authentic situated experience, manifested in a feeling of spatial presence, functions as a mediator and also predicts customer decision comfort. Furthermore, the effect of spatial presence on utilitarian value perceptions is greater for customers who are disposed toward verbal rather than visual information processing, and the positive effect on decision comfort is attenuated by customers’ privacy concerns.

History

Publication status

  • Published

File Version

  • Published version

Journal

Journal of the Academy of Marketing Science

ISSN

0092-0703

Publisher

Springer Verlag

Issue

6

Volume

45

Page range

884-905

Department affiliated with

  • Business and Management Publications

Full text available

  • Yes

Peer reviewed?

  • Yes

Legacy Posted Date

2017-06-15

First Open Access (FOA) Date

2017-06-15

First Compliant Deposit (FCD) Date

2017-06-15

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