Is augmented reality technology an efeccte tool for e-commerce?
Yim et al. (2017)
Augmented reality (AR): the superpositoo of virtual objects oo the real eoviroomeot of the users.
AR is similar to virtual reality (VR) io aimiog to eorich a viewer's experieoce. Uolike VR that
electrooically geoerates the image of the real-life setogn AR creates a superimposed overlay of the
viewer io the electrooically geoerated setog. AR is more beoefcial thao VR to both retailers aod
coosumers io that it allows coosumers to view themselves actually weariog diverse virtual products
without physically tryiog them oo io a store. Io this way AR improves coosumers' uoderstaodiog
about productsn provides them with eojoymeot of seeiog themselves weariog the itemn aod saves
them traosportatoo aod shoppiog tmen resultog io its popular utlizatoos io e-commerce.
Augmented reality (AR)
The feature of AR that most distoguishes it from virtual reality (VR) is the geoeratoo a “mixed
reality” whereio the eoviroomeot is realn but the objects portrayed io the eoviroomeot are virtual. Io
the oolioe shoppiog cootext this eoriches a coosumer's shoppiog experieoce by displayiog product
visualizatoos oo images of coosumers' physical features.
Two perspectves provide a defoitoo of interacctity that facilitates ao uoderstaodiog of the role of
ioteractvity io operatooaliziog AR efectveoess:
Techoological outcome: ioteractvity as ao outcome resultog from the techoology's ability to
eoable users to more easily ioteract with aod be iovolved with cooteot;
User perceptoo: ioteractvity cao ooly be experieoced with ao iodividual's motvatoo to
partcipate io ioteractve media.
Vitidness: the ability of a techoology to produce a seosorially rich mediated eoviroomeot.
Vividoess helps coosumers to meotally eovisioo aotcipatory experieoces with products io future
coosumptoo cootextsn thereby resultog io streogtheoed coofdeoce io purchase decisioos aod
looger memory about relevaot ioformatoo.
Iocreased ioteractvity aod vividoess allow coosumers to more efectvely gather ioformatoo about
products by visual examioatoo of realistcally displayed virtual products. This eocourages coosumers
to proactvely partcipate io more efcieot message-ioformatoo processiog. This improves the
quality of coosumer search experieocesn thereby eohaociog perceived media usefuloess io shoppiog
experieoces aod purchase decisioos.
People who experieoce more ioteractve fuoctoos feel greater seose of eojoymeot. More vivid
advertsiog also results io greater eojoymeot thao less vivid advertsemeots.
Immersion: the degree to which virtual systems make users feel iovolved with virtual stmuli or
experieoce a seose of blockiog out of stmuli from their physical world eoviroomeot.
The level of immersioo coosumers experieoce io AR is depeodeot upoo their subjectve evaluatoos
ioduced by techoological capabilites of AR such as ioteractvity aod vividoess. Thereforen depeodiog
oo how well AR provides fast respooses aod highly realistc visualizatoos of virtual products
(ioteractvity aod vividoess)n coosumers will perceive virtual products either as a part of their real
world (high immersioo) or as computer geoerated objects added to their screeo (low immersioo).
Yim et al. (2017)
Augmented reality (AR): the superpositoo of virtual objects oo the real eoviroomeot of the users.
AR is similar to virtual reality (VR) io aimiog to eorich a viewer's experieoce. Uolike VR that
electrooically geoerates the image of the real-life setogn AR creates a superimposed overlay of the
viewer io the electrooically geoerated setog. AR is more beoefcial thao VR to both retailers aod
coosumers io that it allows coosumers to view themselves actually weariog diverse virtual products
without physically tryiog them oo io a store. Io this way AR improves coosumers' uoderstaodiog
about productsn provides them with eojoymeot of seeiog themselves weariog the itemn aod saves
them traosportatoo aod shoppiog tmen resultog io its popular utlizatoos io e-commerce.
Augmented reality (AR)
The feature of AR that most distoguishes it from virtual reality (VR) is the geoeratoo a “mixed
reality” whereio the eoviroomeot is realn but the objects portrayed io the eoviroomeot are virtual. Io
the oolioe shoppiog cootext this eoriches a coosumer's shoppiog experieoce by displayiog product
visualizatoos oo images of coosumers' physical features.
Two perspectves provide a defoitoo of interacctity that facilitates ao uoderstaodiog of the role of
ioteractvity io operatooaliziog AR efectveoess:
Techoological outcome: ioteractvity as ao outcome resultog from the techoology's ability to
eoable users to more easily ioteract with aod be iovolved with cooteot;
User perceptoo: ioteractvity cao ooly be experieoced with ao iodividual's motvatoo to
partcipate io ioteractve media.
Vitidness: the ability of a techoology to produce a seosorially rich mediated eoviroomeot.
Vividoess helps coosumers to meotally eovisioo aotcipatory experieoces with products io future
coosumptoo cootextsn thereby resultog io streogtheoed coofdeoce io purchase decisioos aod
looger memory about relevaot ioformatoo.
Iocreased ioteractvity aod vividoess allow coosumers to more efectvely gather ioformatoo about
products by visual examioatoo of realistcally displayed virtual products. This eocourages coosumers
to proactvely partcipate io more efcieot message-ioformatoo processiog. This improves the
quality of coosumer search experieocesn thereby eohaociog perceived media usefuloess io shoppiog
experieoces aod purchase decisioos.
People who experieoce more ioteractve fuoctoos feel greater seose of eojoymeot. More vivid
advertsiog also results io greater eojoymeot thao less vivid advertsemeots.
Immersion: the degree to which virtual systems make users feel iovolved with virtual stmuli or
experieoce a seose of blockiog out of stmuli from their physical world eoviroomeot.
The level of immersioo coosumers experieoce io AR is depeodeot upoo their subjectve evaluatoos
ioduced by techoological capabilites of AR such as ioteractvity aod vividoess. Thereforen depeodiog
oo how well AR provides fast respooses aod highly realistc visualizatoos of virtual products
(ioteractvity aod vividoess)n coosumers will perceive virtual products either as a part of their real
world (high immersioo) or as computer geoerated objects added to their screeo (low immersioo).
