Abstract Many firms, including Amazon and IKEA, utilise augmented reality (AR) technology to enhance the consumer experience. In the retail industry, AR is gaining increasing traction as a means of improving the customer experience overall. In this research, we conduct an exploratory analysis to determine whether AR contributes positively or otherwise to customer experience. By means of semi-structured interviews, we identify seven core themes pertinent to the customer journey. Findings suggest that, prior to purchase, AR can broaden consumers’ product consideration set, while narrowing the choice set. Moreover, we find evidence that AR can lessen brand value, thereby giving emerging brands the opportunity to connect with consumers. Findings indicate that, at the point of purchase, AR can help with product curation and drive hedonic value through playfulness. Finally, at the post-purchase stage, findings show that AR can influence consumer choice confidence, and can also amplify cognitive dissonance. From these themes, we draw implications for theory as well as managerial implications in terms of balancing the potential promises and perils of AR as an innovation technology.

中文翻译：

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增强现实和客户旅程：探索性研究

摘要许多公司，包括亚马逊和宜家，都使用增强现实（AR）技术来增强消费者体验。在零售行业中，AR作为一种整体改善客户体验的手段而越来越受到关注。在这项研究中，我们进行了探索性分析，以确定AR是否对客户体验产生积极的贡献。通过半结构化访谈，我们确定了与客户旅程相关的七个核心主题。结果表明，在购买之前，AR可以扩大消费者的产品考虑范围，同时缩小选择范围。此外，我们发现有证据表明AR可以降低品牌价值，从而为新兴品牌提供与消费者建立联系的机会。结果表明，在购买时，AR可以帮助产品策划，并通过玩味来提升享乐价值。最后，在购买后阶段，研究结果表明AR可以影响消费者选择的信心，也可以扩大认知失调。从这些主题中，我们在平衡AR作为创新技术的潜在前景和风险方面，对理论和管理方面都具有借鉴意义。