Augmented reality: Research agenda for studying the impact of its media characteristics on consumer behaviour |
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| Institution: | 1. Department of Marketing, Entrepreneurship, & Innovation, Robert J. Manning School of Business, University of Massachusetts Lowell, 1 University Avenue, Lowell, MA 01854, United States;2. College of Communication, DePaul University, 1 E. Jackson Blvd., Chicago, IL 60604, United States;3. Department of Marketing and Information Systems, Richard J. Wehle School of Business, Canisius College, 2001 Main Street, Buffalo, NY 14208-1098, United States;1. University of Bayreuth, Faculty of Law, Business and Economics, Chair of Innovation and Dialogue Marketing, D-95440 Bayreuth, Germany;2. Karlsruhe Institute of Technology (KIT), Institute for Information Systems and Marketing, Chair of Information Services and Electronic Markets, Kaiserstr. 12, D-76131 Karlsruhe, Germany;3. Brandenburg University of Technology Cottbus-Senftenberg, Chair of Marketing and Innovation Management, Erich-Weinert-Str. 1, D-03046 Cottbus, Germany |
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| Abstract: | Augmented reality has emerged as a new interactive technology and its unprecedented way of complementing the physical environment with virtual annotations offers innovative modes for accessing commercially-relevant content. However, little is known about how consumers respond to its features. This paper approaches augmented reality (AR) by studying media characteristics of interactive technologies and shows to which extent they are indicative of current AR commercial apps. Based on a literature review about consumer responses to these characteristics, potential media effects of AR on consumer behaviour are discussed. Finally, the article proposes a research agenda for further study of this new phenomenon in marketing. |
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| Keywords: | Augmented reality Interactive technologies Media effects Consumer behaviour Human–computer interaction Literature review |
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