Augmented reality generalizations: A meta-analytical review on consumer-related outcomes and the mediating role of hedonic and utilitarian values

Abstract

Augmented reality (AR), as a consumer-centric technology, helps businesses by providing new consumer experiences at the purchase occasion. However, we do not know the mechanisms behind AR when influencing behavioral intentions. Drawing on Unified Theory of Acceptance and Use of Technology, the authors develop a framework based on AR as antecedent, hedonic and utilitarian values as first mediators, attitude and satisfaction as second mediators, and behavioral intentions as a consequence. Based on 1,275 effect sizes from 58 manuscripts with 505,416 individuals, the meta-analysis supports AR’s main effect on behavioral intentions and the indirect impact through both sets of mediators. We also found moderating effects depending on AR application design, AR characterization, QR code utilization, access specificity, and display medium. For managerial applications, we developed a post-hoc taxonomy of four dimensions of AR, such as aesthetic, informativeness, perceived usefulness, and enjoyment, and how firms used them for explaining consumers’ responses.