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1 – 10 of over 9000Atieh Poushneh and Arturo Vasquez-Parraga
Advances in autonomous technology have transformed customer experience. Most prior research has investigated the effect of augmented reality (AR) on purchase intention, yet few…
Abstract
Purpose
Advances in autonomous technology have transformed customer experience. Most prior research has investigated the effect of augmented reality (AR) on purchase intention, yet few research has discussed the effect of semiautonomous AR in the context of service use. Semiautonomous AR recognizes content in the present reality, inserts and adjusts virtual content, supervises the users and enables them to feel in control of the virtual content overlaid in observed reality resulting in enriched user experience and thereby augmentation experience. This research demonstrates how perceived control of virtual content leads to higher perceived augmentation experiences among semiautonomous AR users than among non-AR users. In addition, this research examines the mediation effects of enriched user experience and perceived augmentation experience on user satisfaction and users’ willingness to continue using AR. Results also indicate that AR users perceive a higher augmentation experience than non-AR users. However, users’ willingness to continue using AR is not significantly different between AR and non-AR users.
Design/methodology/approach
This study derives six hypotheses and uses a preliminary study, a field study and a lab study to evaluate the hypotheses. A field study was conducted in a car dealership to test the hypotheses, and a lab experiment was conducted in a controlled setting to corroborate the results obtained in the field study and test the underlying causal effects.
Findings
Semiautonomous AR can constantly sense, plan and not necessarily always act over the virtual content to sustain the interaction with its users. Perceived control of virtual content enhances perceived augmentation experience, and its effect of perceived control of virtual content on perceived augmentation experience is higher among semiautonomous AR users than among non-AR users. Perceived control of virtual content is a key to enriched user experience, augmentation experience and thereby users’ attitude and behavior. In addition, results showed that enriched user experience mediates the effect of perceived control of virtual content on perceived augmentation. User satisfaction mediates the effect of perceived augmentation experience on users’ willingness to continue using AR. The theoretical and practical contributions are comprehensively discussed.
Research limitations/implications
Some limitations of the studies are ascertained. First, a larger sample size might be required to achieve generalizability and a strong test of the applied theory. Second, new field studies can reflect customers’ real attitudes and behaviors so as to reveal realistic interactions between the device properties and the human will in solving actual problems. The user is interested in participating in the solution within the sensing-planning-acting process as depicted by this research. Third, new research to test AR’s capabilities in bounded and symbiotic conditions can illustrate the level of autonomy each type requires, providing additional insights into why supervised AR autonomy best reflects semiautonomous AR. The pioneering structural model offered in this study (perceived control of virtual content-perceived augmentation experience-users’ satisfaction-users’ willingness to continue using AR) should be tested with new samples in other industries, aside from including other variables that may enrich the model and increase its explanatory power. In addition, future research might use other AR devices such as smart glasses to explore the effects of AR on perceived control of virtual content, enriched user experience and perceived augmentation experience. Future studies can investigate the effect of auditory and visual augmentation on enriched user experience and perceived augmentation experience, and involve features of artificial intelligence (AI) to assist users in decision-making. Regarding context, this research showed that age and gender differences did not affect the results. Nonetheless, age and gender, and perhaps additional demographic characteristics, may concern future studies.
Practical implications
Some recommendations for technology developers are derived from this research. AR is revolutionizing service experience. As technologies are becoming autonomous, developers seek ways to design experiences to enhance consumers’ sense of control over their interaction with such systems. Companies cannot create customer experience (Becker and Jaakkola, 2020), yet they can leverage the level of autonomy in AR to sustain ongoing interaction with customers. It is vital to design an autonomous AR that focuses on users’ needs, desires and well-being (de Bellis and Johar, 2020) that drive novel experiences (Novak and Hoffman, 2019). This study recommends AR developers design autonomous features in AR that enable customers to interact with the virtual contents generated by AR and extend their own capabilities to perform a task and feel expanded. While designing a fully autonomous system may hinder users to feel in control of their choice (Schmitt, 2019), service companies can develop an AR system that sustains an interaction, involves the user in value co-creation and guides the user (Alimamy and Gnoth, 2022). AR can sustain an interaction with the users by continuously scanning the objects in the reality and providing sensory feedback such as product size recommendations (e.g. eyeglasses) that facilitate customers’ information processing (Poushneh, 2021b; Heller et al., 2019). To achieve this, developers may focus on technology qualities such as “image recognition,” a subset of AI. With image recognition, AR can effectively provide instruction as if the customer is in a real setting. The proper incorporation of image recognition in the design of AR while enabling users to interact with 3D virtual images sustains their interaction with AR and makes them feel in control of their interaction with AR. Service companies need to ensure users feel in control of their interaction and expand their capacities to engage in the service experience with AR to accomplish their desired tasks. AR’s capacities enable users to expand their abilities to fix their basic service problems without referring to or speaking to a service provider agent in a service context. Therefore, instead of taking their car back to the dealership, customers can use AR mobile applications or glasses provided by car manufacturers to learn and fix basic vehicle problems.
Originality/value
This research advances the marketing literature on how users feel in control of virtual content when they interact with a semiautonomous AR that subsequently influences enriched user experience, perceived augmentation experience, attitudes and behavior.
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Jennifer Kahn and Shiyan Jiang
While designing personally meaningful activities with data technologies can support the development of data literacies, this paper aims to focuses on the overlooked aspect of how…
Abstract
Purpose
While designing personally meaningful activities with data technologies can support the development of data literacies, this paper aims to focuses on the overlooked aspect of how learners navigate tensions between personal experiences and data trends.
Design/methodology/approach
The authors report on an analysis of three student cases from a design study in which middle and high school youth assembled family migration stories using data visualization technologies with socioeconomic and demographic data. The authors used interaction analysis to examine how students responded to misalignments they encountered between their families’ experiences and data trends in their models, drawing on the theoretical construct of epistemic data agency.
Findings
This case analysis demonstrates ways in which students enacted epistemic data agency. Instructional support can help students deepen inquiry and avoid certain pitfalls, such as encoding data in unsound or misleading ways to support a particular story, while encouraging students to see themselves as an epistemic authority on par with data. This study opens pathways for future research that considers how data can shape personal narratives and how students can leverage their experiences in the stories they tell with data.
Originality/value
The authors introduce the construct of epistemic data agency to describe the conceptual and material practices that reveal and shape students’ relationships to the data. The descriptions of students enacting epistemic data agency in assembling data stories informs the understanding of how to better elevate and recognize students’ efforts in relation to disciplinary norms and support deeper, meaningful student learning with and about data.
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Jin Jeong, Ha Kyung Lee and Yuri Lee
The purpose of this study is to investigate the effect of brand experiences through cafés or art spaces in luxury fashion flagships on consumers’ buying behavior toward authorized…
Abstract
Purpose
The purpose of this study is to investigate the effect of brand experiences through cafés or art spaces in luxury fashion flagships on consumers’ buying behavior toward authorized shopping channels.
Design/methodology/approach
Online questionnaires are used by adapting measurements from prior research. We test whether positive relationships exist between multi-faceted (i.e. sensory, emotional, intellectual, and relational) experiences, consumer’s revisiting intention toward the experiential spaces, and the purchase intention of luxury fashion goods from authorized channels, especially focusing on the mediation effect of the intention to revisit. We also include the experiential space type (cafés vs. art exhibitions) as moderator.
Findings
The results confirm that sensory, emotional, intellectual, and relational experiences in cafés or art exhibitions of luxury fashion flagships have a positive impact on the intention to revisit. This revisit intention to experience space has a significant effect on purchase intention from authorized shopping channels. Specifically, sensory experiences in an art space could lead to a positive revisit intention for consumers. Furthermore, relational experiences in cafés could create positive revisit intention in consumers.
Originality/value
This is the first study to compare consumers' perceptions by categorizing extended brand spaces and assessing experiential marketing for authorized shopping channels.
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Man Lai Cheung, Wilson K.S. Leung, Man Kit Chang, Randy Y.M. Wong and Sin Yan Tse
Despite the promising development and marketing potential of the metaverse, our understanding of how realistic metaverse environments impact user engagement and behaviours remains…
Abstract
Purpose
Despite the promising development and marketing potential of the metaverse, our understanding of how realistic metaverse environments impact user engagement and behaviours remains limited. This study investigates the role of perceived realism in influencing user engagement, thereby affecting external search behaviour and visit intentions.
Design/methodology/approach
We surveyed 270 active metaverse users to test the research model. The data were analysed using partial least squares structural equation modelling (PLS-SEM).
Findings
The results of our study show that three dimensions of realism – avatar involvement, perceptual pervasiveness and social realism – significantly enhance user engagement, which in turn influences external search behaviour and visit intention. In contrast, simulation realism and freedom of choice have minimal effects on absorption and dedication.
Research limitations/implications
This study highlights the role of perceived realism in enhancing user engagement with the metaverse and its impact on physical world behaviours. It contributes to metaverse literature by demonstrating that engagement within the metaverse significantly influences physical world behaviours, including visit intentions and external search behaviours.
Practical implications
This study offers practical guidance for developers to enhance user engagement in metaverse environments. Specifically, our findings advocate for visual and audio quality enhancements, greater persuasiveness of virtual spaces, improved avatar representativeness and a closer alignment of metaverse activities with real-life events.
Originality/value
This study advances the theoretical understanding of perceived realism by examining how its dimensions – such as visual and audio quality, avatar representativeness and alignment with real-life events – impact user engagement in the metaverse. It also explores how this engagement influences offline behaviours, thus bridging the gap between virtual and real-world interactions.
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Jillian Williamson Yarbrough and Leslie Ramos Salazar
The aim of this paper was to examine the interrelationships between Maslow’s motivated needs in relation to employees’ personal and workplace spirituality experiences.
Abstract
Purpose
The aim of this paper was to examine the interrelationships between Maslow’s motivated needs in relation to employees’ personal and workplace spirituality experiences.
Design/methodology/approach
Regression analysis using a cross-sectional, convenience sampling approach of 158 US employees responding to survey questions using a Qualtrics survey related to their demographics, motivated needs, daily spirituality experiences, workplace spirituality, work spirituality experiences and work-related flow.
Findings
Correlation analyses provided support for Maslow’s hierarchy of needs in relation to employees’ daily spiritual experiences, workplace spirituality, work spirituality experiences and work-related flow. Regression analyses also identified the specific Maslow needs that served as predictive factors in relation to employees’ personal and workplace spirituality. Findings and conclusions are also discussed in relation to employees and organizations.
Practical implications
Currently, there are no correlation studies that have examined workplace spirituality as an ethical behavior in the workplace and Maslow’s hierarchy of needs. This correlation gap is notable because further examination of Maslow’s hierarchy of needs as a theoretical framework in relation to employees’ spirituality can be particularly valuable for contemporary work settings. Consider that today’s work environment is faced with dynamic and unique factors, and each of these factors not only changes the work environment but also they significantly drive or minimize employee motivation. Three such factors include new generations of employees with unique values entering the workforce and the great resignation and quiet quitting.
Social implications
The study identifies that Maslow’s belonging, esteem and self-transcendence are related positively to employees’ spiritual experiences in the workplace. When these needs are fulfilled in the work environment, employees may be more likely to engage in spiritual practices at work, such as participating in yoga, prayer and meditation and in fulfilling one’s motivated needs and spirituality, employees are able to pursue their true purpose in the workplace.
Originality/value
This study extends the literature regarding understanding the value of workplace spirituality as a positive outcome for the employees and organizations.
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Ajai Pal Sharma, Slađana (Sladjana) Starčević (Starcevic) and Raiswa Saha
Advances in digital technologies and the growing number of touch points have had a significant impact on the shopping behaviour of omnichannel customers. Several research papers…
Abstract
Purpose
Advances in digital technologies and the growing number of touch points have had a significant impact on the shopping behaviour of omnichannel customers. Several research papers have explored different facets of omnichannel, but only a few have thoroughly explored the literature on showrooming and webrooming simultaneously. This paper aims to identify the key groups of antecedents influencing customer buying behaviour in omnichannel, under the influence of digital technologies, with a particular focus on showrooming and webrooming.
Design/methodology/approach
Our study conducted a systematic literature review to identify the factors influencing customers’ buying behaviour in omnichannel, which have been the subject of academic discussion over the last decade. We finalized 149 articles for the thematic analysis and identified three groups of antecedents: channel-related, product-related and consumer-related with their subgroups.
Findings
Under channel-related antecedents, cost and perceived benefits, search convenience, need for interaction and situational circumstances have been identified as major attributes. The expressiveness of the product, product demonstration and search and experienced products have been identified under product-related antecedents, followed by price consciousness, past experiences, perceived risks and shopping motivations as leading attributes under consumer-related antecedents. The study revealed the multifaceted influence of digital technologies on omnichannel buying behaviour. Digital technologies are shaping the antecedents related to channels, products and consumers. Digital technologies simultaneously mediate between antecedents and the selection of a specific path within an omnichannel environment. Showrooming and webrooming should no longer be seen as general concepts. The rise of digital technologies has led to the development of new consumer journey patterns and the blurring of distinctions between showrooming and webrooming. A conceptual framework has been proposed to understand consumers' omnichannel behaviour, having considered the identified antecedents and the role of digital technologies.
Practical implications
This study advances the academic understanding of consumer behaviour in omnichannel under the influence of digital technologies and provides important implications for omnichannel management. With the advancement of digital technologies such as augmented reality and virtual reality, retailers should implement channel integration strategies to bridge the gap between online and offline channels, providing a memorable shopping experience for omnichannel customers.
Originality/value
This study is unique because it identifies and analyses the antecedents of consumer behaviour in omnichannel settings under the influence of digital technologies. It also uncovers new potential combinations of showrooming and webrooming patterns. The proposed framework can help retailers in their future planning of omnichannel strategies.
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Kai-Yu Wang, Abdul Rehman Ashraf, Narongsak Thongpapanl and Idaf Iqbal
This study proposes a framework that demonstrates how the perceived value of augmented reality (AR) shopping influences the formation of psychological ownership of product and…
Abstract
Purpose
This study proposes a framework that demonstrates how the perceived value of augmented reality (AR) shopping influences the formation of psychological ownership of product and technology. The mediating role of flow experience and the moderating role of perceived control are identified.
Design/methodology/approach
An online survey study recruiting 480 participants who experienced AR shopping was conducted to test the hypotheses.
Findings
Functional value is negatively related to psychological ownership of product and technology whereas emotional value shows opposite effects. Flow experience mediates the relationships between functional/emotional value and psychological ownership of product and technology. Perceived control moderates the relationship between emotional value and flow experience, as well as the relationship between functional/emotional value and psychological ownership of product and technology.
Practical implications
The findings suggest the importance of AR’s functional and emotional values in developing psychological ownership of product and technology. To mitigate the negative effect of functional value, AR designers should focus on creating emotionally engaging apps that induce a flow experience, thereby enhancing psychological ownership. Furthermore, AR apps should be designed to empower users with a sense of control in the AR experience.
Originality/value
This research contributes to the AR and psychological ownership literature. It introduces a model that can explain both the formation of psychological ownership of product and psychological ownership of technology, thereby expanding the current understanding. By adding perceived values as antecedents of psychological ownership, it enriches the psychological ownership literature. Moreover, it enhances the flow experience literature by demonstrating the role of flow experience in the formation of psychological ownership of product and technology.
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Davood Ghorbanzadeh, Diyorjon Abdullaev, Teddy Chandra, Eiman Abdelgabr Abdelsamie Allam and Mazhar Abbas
This study investigated the impact of octomodal mental imagery (OMI) on brand experience and authenticity in advocating sustainable development and responding to the lack of brand…
Abstract
Purpose
This study investigated the impact of octomodal mental imagery (OMI) on brand experience and authenticity in advocating sustainable development and responding to the lack of brand experience and customers’ growing demand for authentic brands.
Design/methodology/approach
Based on quantitative research and convenience sampling, data for the study were collected from 480 marketing students in Tehran, Iran. The research model is tested using partial least squares structural equation modeling (PLS-SEM).
Findings
The results showed that all the sensory attributes of OMI positively influenced consumers’ brand experience. Among the structural attributes of OMI, only spatial mental imagery positively influenced consumers’ brand experience, while autonomy and kinesthetic mental imagery did not have a significant effect. This study also found that consumers’ brand experience positively influenced brand authenticity, while social presence positively moderated the relationship.
Originality/value
This study provides branding managers and scholars with a new reference point and scientific data support for companies to implement brand strategies and marketing models, which helps brands maintain sustainable development in a competitive business environment.
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Gloria Berenguer-Contri, Irene Gil-Saura and Martina Gallarza
This paper aims to identify the role of coproduction and value-in-use in the overall hotel experience value, and its effects on cognitive-affective satisfaction and loyalty. The…
Abstract
Purpose
This paper aims to identify the role of coproduction and value-in-use in the overall hotel experience value, and its effects on cognitive-affective satisfaction and loyalty. The country chosen is Spain, in the context of the “new normal,” where the increase in tourist flow after the COVID-19 pandemic has been very relevant, setting up the chance to better assess and discuss value creation in a post-pandemic era.
Design/methodology/approach
The causal model is validated with partial least squares (PLS) in a panel of 405 hotel guests (applying sampling quotas by sex, age and region).
Findings
The chain of effects is verified with stronger links at the end and with a greater weight of value-in-use compared to coproduction. Hotels’ efforts to adapt to the pandemic situation work better if a customized, unique experience is offered and if intensive communication is with and not just to the guest. The role of experience value is key for the cocreation to produce results for satisfaction and loyalty.
Originality/value
This study contributes to the value creation literature by highlighting the respective roles of coproduction and value-in-use as drivers of the satisfaction−loyalty chain, and by introducing the guest’s overall hotel experience value into this chain. This is viewed against the backdrop of the contextual changes that have occurred since 2020 in the Spanish hotel industry. The post-pandemic context “forces” the client to actively participate. Analysis of the implications of this kind of new cocreation on the overall customer experience is relevant for both tourism scholars and managers.
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Mario Giraldo, Luis Javier Sanchez Barrios, Steven W. Rayburn and Jeremy J. Sierra
Low-income consumers’ perceptions of access and inclusion in financial services, remain underresearched. To fill this gap, the purpose of this study, is to investigate elements of…
Abstract
Purpose
Low-income consumers’ perceptions of access and inclusion in financial services, remain underresearched. To fill this gap, the purpose of this study, is to investigate elements of low-income consumers’ informal and formal financial service experiences, from their personal experience.
Design/methodology/approach
Mixed methods using data collected from low-income consumers in Latin America, reveal a spectrum of consumer perceptions making up access, inclusion and social dependence within financial service experiences. Scales, grounded in the consumer experience, are developed, validated and used to test a model of consumers’ service inclusivity perceptions.
Findings
Service costs, information and documentation difficulty, convenience and social dynamics influence low-income consumers’ perceptions of financial service inclusivity.
Research limitations/implications
Analysis reveals differentiation in the impact of aspects of low-income consumers’ experiences between formal and informal financial services. Working directly with this unique population exposes the nuance of their financial service experiences.
Practical implications
This research provides a more holistic perspective on low-income consumers’ financial service experience and provides contextually relevant scales with robust psychometric properties. Services marketers can use this research to inform design and evaluation of financial service offerings for low-income consumers.
Originality/value
This research contributes to study of the wellbeing of low-income consumers by providing understanding of their financial service experiences from their point-of-view and providing contextually-relevant, empirically validated tools for future inquiry.
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