Purpose

Rapid advancements in augmented reality (AR) technology have created new opportunities for service providers and customers to cocreate value. Using AR as a platform for generating authentic experiences, the purpose of this study is to explore the impact of authentic experiences on customers' intention to cocreate value while considering the mediating influence of perceived ethics and customer engagement on this relationship.

Design/methodology/approach

An online survey was used to collect data. Participants were asked to download and try the “IKEA PLACE” AR application. The responses were used as inputs into a structural equation model.

Findings

The findings reveal that AR generates perceptions of authentic experiences but no direct relationship between authentic experiences and intention to cocreate value was found. On the other hand, the authentic experiences generated through AR increases customer perceptions of ethics and customer engagement, both of which lead to an increased intention to cocreate value.

Originality/value

The findings from this study highlight the importance of authentic experiences within the cocreation process. The results provide a unique understanding of the relationship between authentic experiences generated through AR technology on the intention to cocreate with the service provider, which is fully mediated by perceived ethics and customer engagement. The findings of this study extend the understanding of the cocreation process and the role of technology within this process.

中文翻译：

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这是真的吗？通过真实的体验增强现实创造价值：感知道德和客户参与的中介效应

目的

增强现实 (AR) 技术的快速发展为服务提供商和客户创造了共同创造价值的新机会。使用 AR 作为产生真实体验的平台，本研究的目的是探讨真实体验对客户共同创造价值的意图的影响，同时考虑感知道德和客户参与对这种关系的中介影响。

设计/方法/方法

使用在线调查收集数据。参与者被要求下载并试用“IKEA PLACE”AR应用程序。响应被用作结构方程模型的输入。

发现

研究结果表明，AR 会产生对真实体验的感知，但没有发现真实体验与共同创造价值的意图之间存在直接关系。另一方面，通过 AR 产生的真实体验增加了客户对道德和客户参与度的认知，这两者都会导致共同创造价值的意愿增加。

原创性/价值

这项研究的结果强调了真实体验在共同创造过程中的重要性。结果提供了对通过 AR 技术产生的真实体验与与服务提供商共同创造的意图之间的关系的独特理解，这完全由感知道德和客户参与来调节。这项研究的结果扩展了对共创过程的理解以及技术在该过程中的作用。