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Augmenting the eye of the beholder: exploring the strategic potential of augmented reality to enhance online service experiences
journal contribution
posted on 2023-06-21, 06:02 authored by Tim Hilken, Ko de Ruyter, Mathew Chylinski, Dominik Mahr, Debbie KeelingDebbie KeelingDriven 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 ScienceISSN
0092-0703Publisher
Springer VerlagExternal DOI
Issue
6Volume
45Page range
884-905Department affiliated with
- Business and Management Publications
Full text available
- Yes
Peer reviewed?
- Yes