As augmented reality (AR) technology advances, marketers are eager to adopt the technology for communication to persuade consumers to develop favorable attitudes and behaviors toward their products and services. This study aims to investigate the effect of product information (utilitarian vs. hedonic attributes) and presence on consumers’ product evaluation in AR. Through a quasi experiment, this study demonstrates how product attribute information and presence in AR affect product evaluation by mediating imagery, information fulfillment, and psychological ownership. At the same time, this study identifies the moderating role of consumers’ technological innovativeness in the effect of presence on consumers’ imagery. This research offers new insights into the role of product information in AR, which previous studies lack, to explore and highlight the predictors of positive product experiences in AR. Innovative marketers are likely to benefit from this study in developing product presentation tactics with AR technology.

中文翻译：

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增强现实作为产品展示工具：关注产品信息和呈现在 AR 中的作用

随着增强现实 (AR) 技术的进步，营销人员渴望采用该技术进行交流，以说服消费者对其产品和服务形成良好的态度和行为。本研究旨在调查产品信息（实用与享乐属性）和存在对 AR 中消费者产品评价的影响。通过一个准实验，本研究展示了 AR 中的产品属性信息和存在如何通过中介图像、信息实现和心理所有权来影响产品评估。同时，本研究确定了消费者的技术创新在存在对消费者形象的影响中的调节作用。这项研究为产品信息在 AR 中的作用提供了新的见解，这是以前的研究所缺乏的，探索和突出 AR 中积极产品体验的预测因素。在使用 AR 技术开发产品展示策略时，创新营销人员可能会从这项研究中受益。