The Impact of Mobile Augmented Reality Applications on the Customer Experience

Abstrakt

The implementation of smart technologies into conventional business models is radically changing the ways retailers and consumers interact with each other. Moreover, the widespread adoption of smartphones offers firms an alternative channel to connect and engage with customers. Within this context, augmented reality is introduced as an experiential marketing tool. This research examines the influence that mobile augmented reality has on the customer experience within an omnichannel environment. To achieve our purpose, three characteristics of AR, namely vividness, interactivity and informativeness were analyzed. Drawing upon them, a modified version of the technology acceptance model (TAM) was developed to investigate the relationships existing between the hedonic and utilitarian values of AR and the customer experience. Focusing on Digital Natives, a quantitative study was conducted and data were collected with the distribution of a questionnaire among 141 respondents. Our findings show that mobile AR systems enhance the customer experience with high levels of interactivity, vividness and informativeness. The results of our study generate interesting theoretical implications and create new knowledge that marketers and managers in the field of retailing can exploit to deliver memorable experiences and to strengthen the consumer-brand relationship.