AR Apps Research Articles

Unraveling the factors that influence connectedness and relationship performance with augmented reality apps

PurposeAugmented reality (AR) technology presents novel opportunities for marketers to captivate consumers, enhancing their experiences with brands. Although recent research underscores consumers' favorable responses to AR within retail contexts, there remains a paucity of studies examining the specific factors motivating these responses, i.e. reasons for, such as the appeal of entertainment, trendiness, customization, interaction and augmentation quality. Conversely, reasons against AR acceptance, such as perceived lack of realism, skepticism or perceived deception, are also underexplored.Design/methodology/approachGuided by the behavioral reasoning theory, the current study delves into consumers' personal values and beliefs, their reasons for and reasons against using AR apps and how these factors influence their engagement and relationship performance with AR apps. The data were collected from 343 AR app users to test the developed theoretical framework.FindingsResults reveal that while perceived value compatibility does not influence reasons for using AR apps, it negatively influences reasons against using AR apps and positively influences connectedness to AR apps. Interestingly, openness to change does not significantly influence users’ connection to AR apps, and no association was found between reasons-against and connectedness to AR apps and relationship performance. However, a positive relationship was observed between users’ connectedness to AR apps and their relationship performance.Originality/valueBy offering these insights, this study contributes to a foundational understanding of the behavioral intricacies and dynamic interaction patterns within the rapidly emerging AR user base.

The role of augmented reality app attributes and customer-based brand equity on consumer behavioral responses: an S-O-R framework perspective

PurposeAugmented reality (AR) provides consumers with added value by allowing them to experience products via mobile devices. An increasing number of brands have adopted AR apps, but little is known about how consumers respond to AR app attributes or what motivates them to use luxury brand AR apps. To fill this gap, this study aims to use the stimulus-organism-response (S-O-R) model to examine how AR app attributes (i.e. interactivity and virtuality) and customer-based brand equity (CBBE) (i.e. brand awareness and brand image) of luxury brands affect consumers’ behavioral intention to share about the app and use it for future purchases.Design/methodology/approachParticipants were recruited using a quantitative online survey (n = 214) and asked to use the Gucci mobile AR app before completing the survey. Partial least squares structural equation modelling (PLS-SEM) was used to analyze the data. All measures were adapted from existing literature.FindingsFindings indicate that AR app attributes lead to positive consumer experience, in turn, creating behavioral intention, while CBBE partially leads to positive consumer perceptions. Post hoc analysis confirms that consumers’ perceived values mediate the relationship between AR app attributes and consumers’ attitudes toward a luxury brand AR app.Originality/valueTheoretically, this study expands the application of the S-O-R model along with brand equity to AR adoption and luxury retail by demonstrating the intricate mechanism of how AR app attributes and CBBE promote consumers’ behavioral intentions toward luxury brand AR apps. Practitioners may create more interactive and immersive virtual product demonstrations and focus on establishing the overall brand image.

Understanding mobile augmented reality apps in Pakistan: an extended mobile technology acceptance model

PurposeAugmented reality (AR) adoption has boomed globally in recent years. The prospective of AR to seamlessly integrate digital information into the actual environment has proven to be a challenge for academics and industry, as they endeavor to understand and predict the influence on users' perceptions, adoption intentions and usage. This study investigates the factors affecting consumers’ behavioral intention to adopt AR technology in shopping malls by offering the mobile technology acceptance model (MTAM).Design/methodology/approachThis conceptual framework is based on mobile self-efficacy, rewards, social influence and enjoyment of existing MTAM constructs. A self-administered questionnaire, constructed by measuring questions modified from previous research, elicited 311 usable responses from mobile respondents who had recently used AR technology in shopping malls. This analysis was performed using SmartPLS3.0.FindingsGrounded on the findings of the study, it was found that, aside from factors such as mobile usefulness, ease of use and social influence, the remaining independent variables had the most significant impact on adopting AR technologies. Considering the limitations of this study, the paper concludes by discussing the significant implications and insinuating avenues for future research.Originality/valueTo better investigate mobile AR app adoption in Pakistan’s shopping malls, the researchers modified the newly proposed MTAM model by incorporating mobile self-efficacy theory, social influence, rewards and perceived enjoyment. However, the extended model has not been extensively studied in previous research. This study is the first to examine the variables that affect an individual’s intention to accept mobile AR apps by using a novel extended MTAM.

Impact of quality of AR apps on customer brand engagement, word-of-mouth and purchase intention: moderating role of perceived brand value

Impact of quality of AR apps on customer brand engagement, word-of-mouth and purchase intention: moderating role of perceived brand value

The role of emotions in augmented reality

AbstractAugmented reality (AR) can induce emotions among its users. However, emotional valence is often studied with a singular focus (e.g., enjoyment), which disregards and overlooks the multifaceted nature of emotional valence. Taking a multifaceted perspective of emotional valence, this study aims to broaden understanding of how induced emotions can drive consumers’ inclination to use AR. A multifaceted emotion measurement scale was modified and utilized (nStudy1: 224), followed by two experimental studies (nStudy2: 214;nStudy3: 200). These experiments entailed a design wherein the experimental group explored products using an AR app while the control group navigated the mobile website of the same company devoid of any AR features. Our findings indicate that the use of AR instigates expressive emotions, further eliciting emotion components spanning both affective and physiological dimensions. In instances of positive emotions, at least two out of the three elicited emotion components consistently led to a heightened desire to engage with AR. Negative emotions produce no significant effects. Taken collectively, the principal theoretical contribution of this study lies in its elucidation of the components and elicitation patterns of emotions tied to AR, whereas the practical standpoint of these findings underscores the necessity for both developers and marketers to comprehend the pivotal role that the induction of positive expressive emotions plays in designing effective AR apps. These insights should therefore pave the way for more intuitively engaging and emotionally satisfying AR experiences for consumers.

Current stage of the particular segment of augumented reality mobile applications

Immersive AR technology is recently causing revolution in content consumption. Therefore, it is necessary for AR developers who represent the offer of AR technology, companies who represent media space demand in AR content and individuals who represent final consumers to know current evolution stage and possibilities of AR content. The article focuses on AR technology in particular segment of gaming. The main aim of the article is to identify and define the current stage of gaming AR applications. The study identified and examined the most popular gaming AR apps available in iOS store. Information such as initial fee for app download, charges while using the app, amount of ratings, ratings, age, category, number of languages, primary language and data requirements was examined. The research unveiled that the current stage of gaming AR apps is pro-user, leaves payments to the choice of the user, allows downloads to a sufficiently broad target group, and requires acceptable data space on the device into which it is downloaded. Further improvements may focus on data size, which can potentially increase the number of downloads.

Shopping with augmented reality: How wow-effect changes the equations!

E-retailers have recently devoted novel forms of communication tools, such as augmented reality applications, to create a hedonic experience for customers and motivate them to purchase. AR has also obtained significant attention from managers and scholars in marketing theory and practice. Prior studies in the marketing discipline have examined the impacts of AR benefits on consumer attitudes and behaviors. However, there is limited knowledge on how multiple AR features can directly result in positive hedonic shopping motivation and behavioral consequences. This study investigates the chain of effects of AR features (i.e., novelty, wow, inspiration, information overload, and distraction) on purchase intention with AR via (1) examining how AR features trigger consumer hedonic shopping motivations, (2) analyzing differential impacts of AR features on consumer purchase intention, and (3) examining the mediating role of hedonic shopping motivations according to the stimulus-organism-response approach. Based on data from 297 consumers in Turkey, the results supported all direct and indirect hypothesized associations among the variables, except the association between distraction and hedonic shopping motivation which was insignificant. Interestingly, findings showed that a high wow-effect is not a benefit for AR because it can reduce consumers' hedonic shopping motivation and intention to purchase via AR apps. The study further revealed more appropriate adjustment of AR features facilitates positive consumer behaviors.

Becoming-Data, Becoming-Mountain

This article explores our ecological relation to both information and information technologies as we "mediate mountains." Starting with a Gibsonian approach to affordances, and considering how an agent-specific account of action limits human access to "the digital," I suggest that the interface between human and device marks a double-coupling of two agents—one digital the other embodied—each of which draws out the other to alter potential action. The essay explores the affordances of agents and the environments in which they act, and how action seemingly occurs across the boundaries marked by the human-device interface. Drawing on actor network theory, assemblage theory, and Don Ihde's "inter-relational ontology," I examine how, within an ecology of humans and mobile devices, "agency" and "action" operate within a Deleuzean transversal, cutting across body-machine boundaries. As an application of this analysis, I examine the relationship between embodied and digital agents "in the wild" of the mountains, through AR and GPS-enabled smartphone apps, and how each agent, acting upon its own environment, gives rise to transversal events that alter the affordances offered to agents across a seemingly uncrossable divide.

Impact of quality of AR apps on customer brand engagement, word-of-mouth and purchase intention: moderating role of perceived brand value

Impact of quality of AR apps on customer brand engagement, word-of-mouth and purchase intention: moderating role of perceived brand value

Improving service brand personality with augmented reality marketing

PurposeAugmented reality (AR) apps offer a great opportunity for brands to provide better service to customers by creating augmented customer service. However, not every AR app is equally effective in improving customer experience. Investigation of underlying processes and brand-related outcomes of AR marketing remains scarce and it is unclear how different types of AR apps influence brand perceptions, such as brand personality. This paper aims to fill in this knowledge gap and provide practical insights on how different AR apps can improve service brand personality.Design/methodology/approachUsing an experimental plan, the authors investigate how attitudes towards AR apps contribute to customer perceptions of brand personality (i.e. excitement, sincerity, competence and sophistication) according to two different variables, namely, the location of the AR app (location-specific vs non-location-specific) and its orientation (augmenting the product, brand or store experience). The authors also examine the effect of expected customer experience with the AR app (i.e. playfulness and pleasure) and customer technological innovativeness and shopping orientation as predictors of attitudes towards the AR app.FindingsThe findings show that non-location-specific and product-oriented AR apps (i.e. virtual try-on apps) receive more positive evaluations and lead consumers to perceive the brand as more exciting, sincere, competent and sophisticated. Moreover, the playfulness and pleasure experienced with the AR app determine consumers’ attitudes towards the app. Additionally, AR apps improve brand personality perceptions amongst more innovative and adventure-focussed shoppers.Originality/valueThe authors show that brand announcements on high-technology, customer-oriented service offerings are an effective branding tool. Thus, AR apps perceived as pleasant and playful can signal and improve brand personality.

Interactivity, Inspiration, and Perceived Usefulness! How retailers’ AR-apps improve consumer engagement through flow

This study investigates the antecedents and outcomes of consumer engagement through AR apps and suggests a new conceptual model. The purpose of the paper is to examine how consumer engagement is shaped via AR apps, which eventually leads to a positive attitude towards brand and brand usage intent. To this end, a face-to-face survey instrument was administered to 350 participants in Turkey, where participants tried an AR app and then answered a questionnaire. The structural equation modeling (SEM) and Hayes' Process analyses were applied to test the hypotheses and moderated mediation relationships. Findings showed that interactivity and inspiration are two major antecedents of consumers' flow experience. The flow experience with AR can generate favorable attitudes towards AR apps and more trust in AR apps, which trigger consumer engagement with AR apps and then improve brand attitude and brand usage intent. The outcomes of flow experience with AR (i.e., attitude and trust) mediate the relationship between flow and engagement. Although perceived usefulness increases the effect of consumers' attitudes towards AR on engagement, it has no moderating effect on the relationship between trust in AR and engagement. Furthermore, the results of Hayes' Process revealed that the indirect effect of flow on consumers’ engagement with AR through attitude towards AR is moderated by perceived usefulness. So that, if AR marketers aim to strengthen the link between consumer flow experience and engagement via attitudes towards AR, they should therefore consider enhancing the perceived usefulness of AR. Surprisingly, perceived usefulness had no moderating effect on the indirect relationship between flow and engagement via trust. Finally, this paper discusses both the theoretical and managerial implications.

The effect of mobile AR apps on purchase intentions of retail consumers: a study on the mediating role of perceived risk

The effect of mobile AR apps on purchase intentions of retail consumers: a study on the mediating role of perceived risk

Augmented reality in smart retailing: A (n) (A) Symmetric Approach to continuous intention to use retail brands’ mobile AR apps

Smart retailing has recently emerged as a new form of retail brand management enabled by novel technologies such as mobile augmented reality applications, to create better experience and value for customers. Augmented reality has also received significant attention as a growing field in marketing theory and practice. However, there is a limited understanding on how and why customer interactions with an augmented reality app can result in positive customer benefit perception, engagement and behavioural consequences. This study examines the chain of effects from AR attributes on the building blocks of continuous intention to use a shopping AR app and to pay a price premium, by incorporating the roles of a customer's benefits perception, psychological inspiration and engagement via a(n) (A)Symmetric Approach. The results support all direct hypothesised relationships among the variables, except the relationship between interactivity and utilitarian benefits, which was found to be insignificant. The study further demonstrates the moderating role of AR customisation in the proposed model, and reveals that the impact of utilitarian and hedonic benefits on shopping AR application engagement is non-linear. Non-linearity also transpires in the impact of psychological inspiration on willingness to pay price premium. Interestingly, the findings indicate that augmented reality customisation to some extent enhances the relationships in the hypothesised model.

Use of Augmented Reality to Improve Specific and Transversal Competencies in Students

Work in higher educational centres implicates the use of different types of methodology. The digital society demands students with a digital competence, and it is the responsibility of the university institution to ensure they succeed in obtaining it. This article presents an innovative immersive experience developed in a seminar on emerging technologies with 231 university students, and records their perceptions of some augmented reality apps used on the Social Education degree course and the Social Work and Social Education joint degree course at Pablo de Olavide University in Seville (Spain) in the academic years 2016-2018. A qualitative exploratory descriptive study was used to analyse the experience. The study presents the most important findings of this experience with augmented reality at the university, and proposes some didactic uses for the most interesting of these apps, with attention to their usability, ease of use and capacity to help early-stage learners to acquire new knowledge. Students considered that AR apps would provide educational scenarios that were more stimulating, collaborative and interactive, and would foment a more open type of education (N= 159/68.8%). The principal conclusion is using this technology in the psychosocial treatment of problems could help social area professionals to sharpen their competences and, at the same time, reinforce support and improve the conditions and treatments of aspects identified in these at risk groups. https://doi.org/10.26803/ijlter.19.8. 21

Effects of mobile augmented reality apps on impulse buying behavior: An investigation in the tourism field

Many of today's online services are designed specifically to encourage impulse buying. Moreover, many studies have shown that with the assistance of Mobile Augmented Reality, retailers have the potential to significantly improve their sales. However, the effects of Mobile AR on consumer impulse buying behavior have yet to be examined, particularly in the tourism field. Consequently, the present study integrates the Technology Acceptance Model (TAM), Stimulus-Organism-Response (SOR) framework, and flow theory to examine the effects of Mobile AR apps on tourist impulse buyingbehavior. The research model is implemented using an online questionnaire, with the results analyzed by Partial-Least-Squares Structural Equation Modeling (PLS-SEM) approach. The results obtained from 479 valid samples show that the characteristics of Mobile AR apps play an important role in governing tourist behavior in making unplanned purchases. In particular, as the utility, ease-of-use, and interactivity of the apps increase, the perceived enjoyment and satisfaction of the user also increase and give rise to a stronger impulse buying behavior. The results also reveal a mediating effect of the flow experience on the relationship between the perceived ease of use of the Mobile AR app and the user satisfaction in using the app. Overall, the findings presented in this study provide a useful source of reference for Mobile AR app developers, retailers, and tourism marketers in better understanding users' preferences for Mobile AR apps and strengthening their impulse buying behavior in the tourism context as a result.

Augmented Reality and Virtual Reality Applications Based on Satellite-Borne and ISS-Borne Remote Sensing Data for School Lessons

Facing global challenges, a qualified education in remote sensing technologies needs to start in school to sensitise teachers and thus young people for ecological issues and develop their technological skills. Remote sensing is part of the STEM (Science, Technology, Engineering and Mathematics) curricular topics, all of which are either a requirement for or benefit from remote sensing. However, implementing its data and methods into regular curricula poses technological and educational challenges, given the lack of appropriate school IT infrastructure and remote sensing education for aspiring STEM teachers. Immersive media can overcome these structural issues, using the teachers’ and pupils’ smartphones to display and interact, e.g. with video data, astronaut photographs, or complex hyperspectral data. The data needs to be pre-processed for Augmented and Virtual Reality applications (AR and VR, resp.) to fit topic, available devices and software. Game development software allows for easy integration in apps for AR and VR, but does not contain functions for remote sensing methods. These are either implemented directly in scripts, worked around using less computing-intensive methods or replaced by methods unique to augmented and virtual reality. Following these premises, five AR apps are presented in this report, teaching about tropical cyclones, anthropogenic desertification, energy consumption, gravitation, and algal blooms, all of which use remote sensing data from different sensors aboard the ISS. One VR app teaching about Mount Fuji was developed using a DEM derived from astronaut photographs. All have different levels of interactivity and are embedded in worksheets that fill a double period.

From i-doc to VR experience: New forms of user engagement in immersive digital documentaries

Audience research proves that possibilities of interaction in i-docs are often not fulfilled by the user, who is not really part of a ‘work in progress’ (as intended by the makers). With the shift and development of new digital formats (360-degree-films, nonfictional VR experiences, AR apps), the question of the possible interactive potential should be addressed once again. Since VR projects are fully immersive (mostly using head-mounted displays), there is no possible distraction from outside on the one hand. On the other hand, there is a shift from the computer game style aesthetic of early i-docs, with their pure spatial arrangement of events, to a more inclusive digital storytelling modality with the user experiencing his own world-building. This will be discussed with taking into consideration the non-fictional VR experience as a mode of actively combining immersion and storytelling for a satisfactory user experience. Afterwards two very different examples of nonfictional VR production will be presented, and their modalities will be briefly touched; the utilized approach and its user response will be discussed. A look at the future of possible developments concludes the essay.

Застосування технології доповненої реальності у процесі підготовки фахівців з радіоелектроніки

Modern teaching methods are implemented with the use of information technologies that facilitate and accelerate the transfer of knowledge to students, increase student motivation and increase the level of assimilation of information through diversity and interactivity of its visual representation. Today, there are many approaches to using augmented reality technology in education. Such learning system can be divided into three basic groups: visualization of 3D images for a visual representation of training material; recognition and marking of real objects, which are oriented in space; the interaction of the virtual object is constructed in the computer (smartphone) with the person in real-time. The article describes the concept of augmented reality and focuses on the use of augmented reality technology in the educational process of training of students of technical specialties. Given the relevance and benefits of using this technology in the educational process. Analyzed AR apps «AR Circuits 4D» and «Electricity AR» with a view to their adaptation to the educational process of training specialists in electronics. The algorithm of creating apps augmented reality platform Vuforia and Unity3D software. Requirements for image targets, 3D models and their format, software Unity 3D. Provides practical experience in creating educational AR applications on the platform Vuforia and Unity3D software that renders 3D images of the DC-AC converter for illustration of educational material. 3D model converter created in the CAD system Proteus Design Suite, which conventuals Autodesk FBX Converter to format .fbx. The AR app is downloaded to the Android device by any known method.

The persuasion effect of sociability in the design and use of an augmented reality wedding invitation app

With the popularization of smartphones and the associated increase in the use of mobile applications (apps), the effect of mobile advertising apps on consumers should not be overlooked. Some apps include augmented reality capabilities in an attempt to bring some novelty to their users’ experience. Previous studies examining the use of AR in advertising and marketing are scarce. Additionally, there are currently several business owners and advertising agencies with reservations about the efficacy of using AR in advertising, making further research into the effect of AR on consumer awareness, attitudes, and behaviors especially necessary. Therefore, the purpose of this research is to design an augmented reality wedding invitation app and to investigate the effectiveness of this app. This paper uses the attention, interest, search, action, share (AISAS) advertising model as its theoretical foundation and adds sociability to derive the new attention, interest, search, sociability, action, share (AISSAS) model to further verify the usage behaviors of the AR wedding invitation app. This study applies structural equation modeling (SEM) to the data to analyze, compare, and verify the model. The results reveal that there are significant and positive direct effects of attention on interest, of interest on search, of search on sociability, of sociability on action, and of action on share. This indicates that the AISSAS model is suitable for explaining the transmission process of AR apps. Furthermore, this study demonstrates that the inclusion of sociability in the AISSAS model results in a better fit and prediction than the conventional AISAS model.

Commentary: Augmented Reality Scientific Phone Apps –making the APD AR Holistic Review app and using existing AR apps for scientific publications

Commentary: Augmented Reality Scientific Phone Apps –making the APD AR Holistic Review app and using existing AR apps for scientific publications