Abstract
This study explores the relative advantage of augmented reality (AR) over web-based product presentations. We develop a consumer response model and compare consumers’ reactions to the IKEA Place app and IKEA mobile website on smartphones. The results reveal that AR outperforms web-based product presentations by generating greater immersion and enjoyment, whereas the opposite is true for media usefulness. The findings further show that behavioral responses (reuse and purchase intention) are formed by affective (immersion, enjoyment, product liking) and cognitive (media usefulness, choice confidence) responses to the AR characteristics (interactivity, system quality, product informativeness, reality congruence). Since the reuse intentions of AR apps result from enjoyment and usefulness, retailers should improve system quality, product informativeness, and reality congruence to enhance media usefulness and interactivity to increase enjoyment. To achieve high purchase intentions, they should also increase interactivity, as it boosts product liking and in turn ensures confidence about the chosen products.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
