TY - JOUR
T1 - Blending the real world and the virtual world
T2 - Exploring the role of flow in augmented reality experiences
AU - Brannon Barhorst, Jennifer
AU - McLean, Graeme
AU - Shah, Esta
AU - Mack, Rhonda
N1 - Publisher Copyright:
© 2020 Elsevier Inc.
PY - 2021/1
Y1 - 2021/1
N2 - This study examines the ‘sweet spot’ of augmented reality (AR) through the lens of flow theory and has two primary objectives. First, the study seeks to determine whether investment in AR technologies is warranted by exploring flow in both an AR and a traditional shopping context. Second, the study examines the unique capabilities of AR to facilitate an enhanced state of flow and its positive influence across several consumer outcomes. To achieve these objectives, a commercially available AR app was utilized to conduct an online, between-subjects experiment with 500 participants. Partial least squares structural equation modeling was used to analyze the predictor variables of consumer flow, as well as the impact of flow across several consumer outcomes. Managerial and practical conclusions for marketers and designers are provided to support the creation and execution of AR technology within consumer contexts.
AB - This study examines the ‘sweet spot’ of augmented reality (AR) through the lens of flow theory and has two primary objectives. First, the study seeks to determine whether investment in AR technologies is warranted by exploring flow in both an AR and a traditional shopping context. Second, the study examines the unique capabilities of AR to facilitate an enhanced state of flow and its positive influence across several consumer outcomes. To achieve these objectives, a commercially available AR app was utilized to conduct an online, between-subjects experiment with 500 participants. Partial least squares structural equation modeling was used to analyze the predictor variables of consumer flow, as well as the impact of flow across several consumer outcomes. Managerial and practical conclusions for marketers and designers are provided to support the creation and execution of AR technology within consumer contexts.
KW - AR
KW - Augmented reality
KW - Customer satisfaction
KW - Experiential marketing
KW - Flow
UR - http://www.scopus.com/inward/record.url?scp=85091228415&partnerID=8YFLogxK
U2 - 10.1016/j.jbusres.2020.08.041
DO - 10.1016/j.jbusres.2020.08.041
M3 - Article
AN - SCOPUS:85091228415
SN - 0148-2963
VL - 122
SP - 423
EP - 436
JO - Journal of Business Research
JF - Journal of Business Research
ER -