Augmented Reality (AR) is an innovative technology to improve product evaluation in e-commerce. It enables online consumers to project virtual product models into their surrounding real-world environment in real time using their mobile devices (e.g., projecting a virtual model of a sofa into its dedicated place in the living room via smartphone). AR can thus facilitate a more realistic online product evaluation and potentially increase sales. However, AR's effectiveness may depend on different usage contexts and product ...
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Augmented Reality (AR) is an innovative technology to improve product evaluation in e-commerce. It enables online consumers to project virtual product models into their surrounding real-world environment in real time using their mobile devices (e.g., projecting a virtual model of a sofa into its dedicated place in the living room via smartphone). AR can thus facilitate a more realistic online product evaluation and potentially increase sales. However, AR's effectiveness may depend on different usage contexts and product characteristics. The main objective of this cumulative dissertation is to provide a better understanding of AR in e-commerce and resulting consumer behavior. To this end, this dissertation studies context- as well as product-related boundary conditions of AR's effectiveness in online product evaluation, and consumers' underlying psychological mechanisms. The author presents four independent articles, which are nested in a general introduction and conclusion. Methodologically, experimental approaches are pursued that allow for drawing causal conclusions (field, laboratory, lab-in-field experiment, and quasi-experimental analysis of retailer data). The first article is a systematic literature review that establishes the foundation for the dissertation by reviewing consumer responses to AR usage in online and offline settings. The three subsequent quantitative-empirical articles examine the following aspects of AR usage: (1) the influence of the AR usage context on consumer perception of the evaluated product, (2) the role of AR in reducing spatial fit uncertainty in e-commerce, and (3) the effectiveness of AR in transferring implicit knowledge in corporate training situations. The results of this dissertation contribute to digital marketing research and provide actionable recommendations for managers.
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Add this copy of Augmented Reality and Consumer Behavior in E-Commerce to cart. $54.35, new condition, Sold by Ingram Customer Returns Center rated 5.0 out of 5 stars, ships from NV, USA, published 2024 by Bod - Books on Demand.
Add this copy of Augmented Reality and Consumer Behavior in E-Commerce to cart. $62.32, new condition, Sold by GreatBookPrices rated 4.0 out of 5 stars, ships from Columbia, MD, UNITED STATES, published 2024 by Bod - Books on Demand.
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New. Trade paperback (US). Glued binding. 186 p. In Stock. 100% Money Back Guarantee. Brand New, Perfect Condition, allow 4-14 business days for standard shipping. To Alaska, Hawaii, U.S. protectorate, P.O. box, and APO/FPO addresses allow 4-28 business days for Standard shipping. No expedited shipping. All orders placed with expedited shipping will be cancelled. Over 3, 000, 000 happy customers.
Add this copy of Augmented Reality and Consumer Behavior in E-Commerce to cart. $62.32, like new condition, Sold by GreatBookPrices rated 4.0 out of 5 stars, ships from Columbia, MD, UNITED STATES, published 2024 by Bod - Books on Demand.
Choose your shipping method in Checkout. Costs may vary based on destination.
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Fine. Trade paperback (US). Glued binding. 186 p. In Stock. 100% Money Back Guarantee. Brand New, Perfect Condition, allow 4-14 business days for standard shipping. To Alaska, Hawaii, U.S. protectorate, P.O. box, and APO/FPO addresses allow 4-28 business days for Standard shipping. No expedited shipping. All orders placed with expedited shipping will be cancelled. Over 3, 000, 000 happy customers.
