Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
7433994 | Journal of Retailing and Consumer Services | 2016 | 10 Pages |
Abstract
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.
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Marketing
Authors
Ana Javornik,