Augmented reality experience: An examination of viewer responses to sports videos

Abstract

AbstractAugmented reality (AR) offers a transforming user experience and has been increasingly integrated into entertainment and service contexts. Drawing on experience economy theory and employing a mixed‐methods approach, this research evaluates the antecedents and consequences of four realms of viewer experiences: entertainment, educational, aesthetic, and escapist experiences, in AR‐infused sports videos. A qualitative study of semi‐structured interviews highlights three critical AR features in sports videos (i.e., novelty, vividness, and informativeness) in shaping viewer experiences. Subsequently, a research model is formulated to elucidate the relationships among AR features, four realms of viewer experiences, and behavioral intentions. A quantitative analysis based on survey data reveals that AR features exert varying effects on viewers' entertainment, educational, and aesthetic experiences, yet none significantly affects escapist experience, which is relatively trivial in viewers' overall experience. Entertainment, educational, aesthetic, and escapist experiences have various influences on viewers' intentions to watch again, to recommend, and to pay, except that entertainment and educational experiences do not significantly affect intention to pay. This research stresses the importance of understanding multiple aspects of user experiences in AR research and provides useful guidelines for AR features and viewer experience design in sports videos.