ABSTRACT

In recent years, augmented reality (AR) in marketing has seen a large amount of interest from scholars and practitioners looking to adopt the technology within their marketing strategy. This paper explores the relationship between the perceived quality of the AR experience on customer perceived value as well as the mediating influence of attitude on this relationship. We collected data through an online survey and found that experience quality i.e. authenticity, presence, and interactions, created through AR, directly impact customer attitudes. Our study also found that customer attitudes towards AR positively influences the customer’s perceived value of using the technology and mediates the relationship between experience quality and perceived value. However, our findings reveal no direct relationship between experience quality and perceived value. Our study is one of the first to investigate the role of experiences generated through AR as being reflected by authenticity, presence, and interaction quality. Moreover, the results of this study underscore the importance of customer attitudes within service experiences and how they potentially influence customer perceived value.

摘要

近年来，营销中的增强现实 (AR) 引起了学者和从业者的极大兴趣，他们希望在其营销策略中采用该技术。本文探讨了 AR 体验的感知质量与客户感知价值之间的关系，以及态度对这种关系的中介影响。我们通过在线调查收集数据，发现通过 AR 创建的体验质量（即真实性、存在感和交互性）直接影响客户态度。我们的研究还发现，客户对 AR 的态度正向影响客户使用该技术的感知价值，并在体验质量和感知价值之间起到中介作用。然而，我们的研究结果表明体验质量和感知价值之间没有直接关系。我们的研究是第一个研究通过 AR 产生的体验在真实性、存在感和交互质量上所起的作用的研究之一。此外，本研究的结果强调了客户态度在服务体验中的重要性，以及它们如何潜在地影响客户感知价值。