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1 – 10 of 705
Article
Publication date: 3 May 2024

Muruganantham Ganesan and B. Dinesh Kumar

This study aims to investigate the impact of customer perceptions of Augmented Reality (AR) attributes such as augmentation, interactivity and vividness on attitudes towards AR…

Abstract

Purpose

This study aims to investigate the impact of customer perceptions of Augmented Reality (AR) attributes such as augmentation, interactivity and vividness on attitudes towards AR mobile apps, virtual product and behavioural intentions. Also, the mediation role of customer engagement in the effect of perceptions of AR attributes on attitudes and behavioural intentions is examined using the Theory of Interactive Media Effects.

Design/methodology/approach

The study used a cross-sectional design. A total of 456 valid data were collected from the Millennials and Generation Z cohorts using purposive sampling. The conceptual framework was assessed using Partial Least Squares-Structural Equation Modelling (PLS-SEM) and Partial Least Squares-Multi Group Analysis (PLS-MGA).

Findings

The research revealed that customer perceptions of AR features such as augmentation, interactivity and vividness significantly influenced customer engagement, leading to favourable attitudes towards both the AR mobile app and the Virtual product as well as behavioural intentions. Furthermore, the study substantiates the role of customer engagement as a mediator in the relationship between customer perceptions of AR attributes and both attitudinal and behavioural outcomes.

Originality/value

To the best of the authors’ knowledge, this is the first attempt to investigate the significance of perceived augmentation as an antecedent to customer engagement and the mediating role of customer engagement on the influence of perceptions of AR attributes on attitudinal and behavioural intention.

Details

Marketing Intelligence & Planning, vol. 42 no. 6
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 19 September 2024

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.

Details

Internet Research, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1066-2243

Keywords

Article
Publication date: 11 September 2024

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.

Details

Internet Research, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1066-2243

Keywords

Open Access
Article
Publication date: 11 July 2024

Pietro De Giovanni

Building upon the foundational eight dimensions of quality proposed by Garvin (1987), this research formulates a modern meaning of “quality.” This new meaning aligns with and…

Abstract

Purpose

Building upon the foundational eight dimensions of quality proposed by Garvin (1987), this research formulates a modern meaning of “quality.” This new meaning aligns with and encapsulates the evolving sophistication of consumers, the strategic quality investments made by firms, and the current dynamics of sales.

Design/methodology/approach

Due to the complexity of the concept of quality, a triangulation approach is used, which is composed of the following: a review of the literature, an analysis of consumers’ quality dimensions using both qualitative (interviews) and quantitative (survey) methods, as well as a quantitative investigation (survey) of firms’ investments in quality dimensions and the links to sales.

Findings

Our findings reveal the existence of 21 new and emerging dimensions through which consumers measure product quality, all of which complement Garvin’s dimensions. These dimensions contribute to a fresh and modern interpretation of quality. Although there are 29 dimensions of quality in total, firms should shape their strategies by focusing on usability, customization, efficiency, innovation, performance, perceived quality, serviceability, pricing, conformance quality, ethics, and sustainability. These dimensions align with consumer wants and positively correlate with firms’ sales.

Originality/value

This research identifies novel and contemporary dimensions of quality, serving to complement the eight dimensions previously delineated by Garvin (1987). Consequently, it contributes to updating the operations management literature on Total Quality Management, 36 years subsequent to the introduction of Garvin’s foundational dimensions.

Details

The TQM Journal, vol. 36 no. 9
Type: Research Article
ISSN: 1754-2731

Keywords

Open Access
Article
Publication date: 20 August 2024

Tong (Tripp) Liu, Caroline Swee Lin Tan and Carolina Quintero Rodriguez

This paper aims to synthesize the existing literature on virtual reality (VR) in the luxury fashion industry, discuss the current practical applications of VR technologies and…

Abstract

Purpose

This paper aims to synthesize the existing literature on virtual reality (VR) in the luxury fashion industry, discuss the current practical applications of VR technologies and review previous research undertaken in the luxury fashion field.

Design/methodology/approach

This paper conducts a systematic review and thematic analysis of existing literature to evaluate current research concerning VR and the luxury fashion industry. This search initially returned a total of 1,131 sources. After establishing and applying criteria of exclusion and inclusion, a total of 46 articles were selected for the thematic analysis.

Findings

Five major themes were identified, including virtual luxury fashion consumption, VR in marketing communication, virtual try-on, VR retail (including virtual fashion retail spaces) and virtual worlds (including customers’ virtual representation as avatars). The importance of these themes for the study of VR in luxury fashion is supported by relevant studies in the literature.

Originality/value

Whilst research into VR use within luxury fashion has increased recently, it remains fragmented. Given the absence of a comprehensive review addressing this topic within the literature, this paper will help scholars and fashion brands better understand the effects of VR on the luxury fashion industry. By integrating current practice and existing research, this paper contributes to a better understanding of how and where VR is used in luxury fashion contexts.

Article
Publication date: 6 September 2024

Ali Hussain, Ding Hooi Ting and Ben Marder

Hedonic shopping is a growing phenomenon designed to enhance gamers’ virtual content shopping experience with increasing economic significance, yet limited attention has been…

Abstract

Purpose

Hedonic shopping is a growing phenomenon designed to enhance gamers’ virtual content shopping experience with increasing economic significance, yet limited attention has been dedicated to this area. Our study explores key hedonic motivations of virtual content shopping and how hedonic shopping value builds trust (trust in virtual content and trust in virtual retailers) that enhances the intention to pay for premium.

Design/methodology/approach

This research adopts a mixed-methods approach. Study 1 is qualitative; 19 semi-structured interviews were conducted with virtual game retail platform users. Study 2, based on the literature review and qualitative inquiry findings (obtained from Study 1), proposes a research model empirically validated by analyzing survey data administered to 437 online gamers from gaming zones, cybercafés and e-sports centers.

Findings

The results show that in-game shopping-related adventure-, gratification-, role- and idea-seeking motivations significantly influence gamers' perceived hedonic shopping value. In turn, perceived shopping value has a significant indirect effect through trust on gamers’ intention to pay for premium.

Originality/value

This research contributes to gaming literature by offering a comprehensive model that elucidates the role of hedonic shopping in increasing gamers’ trust, which explains purchase behavior in the virtual game retail context. The findings deepen the understanding of the game retailing landscape and offer strategies to build gamers’ trust, increase premium usage and retain existing spenders.

Details

Information Technology & People, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0959-3845

Keywords

Article
Publication date: 22 August 2024

Yuexian Zhang and Xueying Wang

Although virtual anchors have emerged as potent marketing tools, their acceptance by consumers is controversial. Specifically, the relative efficacy of selecting an all-human-like…

Abstract

Purpose

Although virtual anchors have emerged as potent marketing tools, their acceptance by consumers is controversial. Specifically, the relative efficacy of selecting an all-human-like or animal-human-like virtual anchor is not well-defined. However, anthropomorphic visual cues are vital in enhancing live streaming. This study aims to analyze the disparate effects of an animal-human-like or all-human-like virtual anchor on purchase intention as well as evaluate the possible underlying influential mechanisms and boundary conditions.

Design/methodology/approach

In this research, three different studies were carried out to elucidate the impact of virtual anchors on purchase intention. Study 1 evaluated the core impact of an animal-human-like and all-human-like virtual anchor on purchase intention, as well as the mediating role of perceived warmth and competence. Studies 2 and 3 were then performed to investigate the moderating impacts of product type and certainty of consumer needs, respectively. Furthermore, research data for these studies was collected using the Credamo tool and analyzed via SPSS, using PROCESS for moderation and mediation analyses.

Findings

The research findings indicate that virtual anchors can trigger purchase intention, with perceived warmth and competence acting as mediating factors. Based on the utilitarian products and high certainty of consumer needs, the influence of perceived competence on purchase intention is augmented. Therefore, an all-human-like virtual anchor increases purchase intention. In contrast, the impact of perceived warmth on purchase intention is supplemented for hedonic products and low certainty of consumer needs. Thus, an animal-human-like virtual anchor increases purchase intention.

Originality/value

This research study evaluated consumer reactions to all-human-like and animal-human-like virtual anchors for different product types and the certainty of consumer needs to optimize the comprehension of a virtual anchor. Furthermore, the assessment of the mediating roles of perceived warmth and competence provided valuable insights into the influential mechanisms by which virtual anchors affect purchase intention. Moreover, this study provided managerial implications to guide retailers and brands on the strategic adoption of virtual anchors to enhance purchase intention based on the product type and the certainty of consumer needs.

Details

Journal of Product & Brand Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 20 August 2024

Rui Yan, Zhen Tang and Dewen Liu

Digitally driven virtual streamers are increasingly utilized in live-streaming commerce, possessing distinct advantages compared to human streamers. However, the applicable…

163

Abstract

Purpose

Digitally driven virtual streamers are increasingly utilized in live-streaming commerce, possessing distinct advantages compared to human streamers. However, the applicable scenarios of virtual streamers are still unclear. Focusing on product attribute variances, this paper compares the livestreaming effects of virtual and human streamers to clarify the applicable scenarios for each and assist companies in strategically choosing suitable streamers.

Design/methodology/approach

We conducted four experiments utilizing both images and video as stimulus materials, and each experiment employed different products. To test the proposed model, a total of 1,068 valid participants were recruited, encompassing a diverse group of individuals, including undergraduates and employed workers.

Findings

The results indicate no significant difference between virtual and human streamers in increasing consumers’ purchase intention for utilitarian products. In contrast, human streamers are more effective in enhancing consumer purchase intention for hedonic products, with a mediating role of mental imagery quality. Consumers’ implicit personality variances also influence their willingness to accept virtual streamers.

Originality/value

This paper is the first to compare the effects of virtual and human streamers in promoting different products to enhance our comprehension of virtual streamers. Given the potential risks associated with human streamers, a comprehensive understanding of the role of virtual streamers is imperative for brands when deploying live-streaming commerce activities.

Details

Marketing Intelligence & Planning, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 10 September 2024

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.

Details

Journal of Service Theory and Practice, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2055-6225

Keywords

Open Access
Article
Publication date: 26 January 2024

Nannan Xi, Juan Chen, Filipe Gama, Henry Korkeila and Juho Hamari

In recent years, there has been significant interest in adopting XR (extended reality) technologies such as VR (virtual reality) and AR (augmented reality), particularly in…

4586

Abstract

Purpose

In recent years, there has been significant interest in adopting XR (extended reality) technologies such as VR (virtual reality) and AR (augmented reality), particularly in retail. However, extending activities through reality-mediation is still mostly believed to offer an inferior experience due to their shortcomings in usability, wearability, graphical fidelity, etc. This study aims to address the research gap by experimentally examining the acceptance of metaverse shopping.

Design/methodology/approach

This study conducts a 2 (VR: with vs. without) × 2 (AR: with vs. without) between-subjects laboratory experiment involving 157 participants in simulated daily shopping environments. This study builds a physical brick-and-mortar store at the campus and stocked it with approximately 600 products with accompanying product information and pricing. The XR devices and a 3D laser scanner were used in constructing the three XR shopping conditions.

Findings

Results indicate that XR can offer an experience comparable to, or even surpassing, traditional shopping in terms of its instrumental and hedonic aspects, regardless of a slightly reduced perception of usability. AR negatively affected perceived ease of use, while VR significantly increased perceived enjoyment. It is surprising that the lower perceived ease of use appeared to be disconnected from the attitude toward metaverse shopping.

Originality/value

This study provides important experimental evidence on the acceptance of XR shopping, and the finding that low perceived ease of use may not always be detrimental adds to the theory of technology adoption as a whole. Additionally, it provides an important reference point for future randomized controlled studies exploring the effects of technology on adoption.

Details

Internet Research, vol. 34 no. 7
Type: Research Article
ISSN: 1066-2243

Keywords

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