The Impact of Co-Creating Through AR in Retail Stores on Purchase Intentions
- 1 July 2021
- journal article
- research article
- Published by IGI Global in International Journal of Technology and Human Interaction
- Vol. 17 (3), 16-33
- https://doi.org/10.4018/ijthi.2021070102
Abstract
With the broad diffusion of technology in the past few decades, there has been a shift in power from sellers to buyers. Marketers can no longer offer a product to the customer without considering their input in the development, customisation, and personalisation of the product. Innovative companies are learning how to co-create with their customers in order to understand what they want and how they want it. In this paper, the authors examine the role of augmented reality (AR) technology in co-creation and the effect it has on customer perceived risk, trust and purchase intent. A 2x2x2 factorial experimental design was used and followed up with an attitudinal survey measuring perceived risk, trust, and purchase intent. The results show that AR reduces perceived risk, increases perceived trust and purchase intent, thus providing evidence that AR may be more than just a novelty technology in today's evolving business environment. Request access from your librarian to read this article's full text.Keywords
This publication has 27 references indexed in Scilit:
- The effect of perceived trust on electronic commerce: Shopping online for tourism products and services in South KoreaTourism Management, 2011
- Interactive Technologies and Retailing Strategy: A Review, Conceptual Framework and Future Research DirectionsJournal of Interactive Marketing, 2010
- Online servicescapes, trust, and purchase intentionsJournal of Services Marketing, 2010
- Interactive Services: A Framework, Synthesis and Research DirectionsJournal of Interactive Marketing, 2009
- The impact of online store environment cues on purchase intentionOnline Information Review, 2008
- Service logic revisited: who creates value? And who co‐creates?European Business Review, 2008
- Formative Versus Reflective Indicators in Organizational Measure Development: A Comparison and Empirical IllustrationBritish Journal of Management, 2006
- Consumer perceived risk in successive product generationsEuropean Journal of Innovation Management, 2005
- Understanding online purchase intentions: contributions from technology and trust perspectivesEuropean Journal of Information Systems, 2003
- Evaluative and relational influences on service loyaltyInternational Journal of Service Industry Management, 2001