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Formation of augmented-reality interactive technology's persuasive effects from the perspective of experiential value

Tseng-Lung Huang (Yuan Ze University, Chung-Li City, Tao-Yuan County, Taiwan, ROC )
Feng Hsu Liu (Shih Hsin University, Taipei City, Taiwan, ROC)

Internet Research

ISSN: 1066-2243

Article publication date: 28 January 2014

7229

Abstract

Purpose

The purpose of this paper is to examine the extent to which presence, media richness, and narrative experiences yield the highest experiential value in augmented-reality interactive technology (ARIT).

Design/methodology/approach

A survey is performed to collect data. Valid questionnaires of 344 ARIT users are identified. The hypothesized associations are analyzed using structure equation modeling.

Findings

Empirical results indicate that narrative experience induces a higher experiential value than other simulative experiences, including presence and media richness.

Practical implications

Results of this study provide a valuable reference for managers attempting to design an ARIT process in order to optimize the experiential value in various online simulation environments.

Originality/value

This study adopts an integrated framework that incorporates narrative theory, media richness theory, and presence in the online ARIT. Exactly how narrative experience, media richness, and presence affect the formation of experiential value in the ARIT process is explored as well.

Keywords

Acknowledgements

The authors would like to thank the National Science Council of the Republic of China, Taiwan, for financially supporting this research under Contract No. NSC 100-2410-H-128-003. Ted Knoy is appreciated for his editorial assistance.

Citation

Huang, T.-L. and Hsu Liu, F. (2014), "Formation of augmented-reality interactive technology's persuasive effects from the perspective of experiential value", Internet Research, Vol. 24 No. 1, pp. 82-109. https://doi.org/10.1108/IntR-07-2012-0133

Publisher

:

Emerald Group Publishing Limited

Copyright © 2014, Emerald Group Publishing Limited

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