Augmented reality (AR) marketing and consumer responses: A study of cue-utilization and habituation
基于线索利用和习惯化理论，研究增强现实营销对消费者行为的影响，发现首次使用和习惯使用AR应用时，有用性和愉悦感对购买意向的作用不同。
While Augmented reality (AR) enables consumers to experience a more vivid and entertaining shopping experience, there is limited empirical knowledge on how this technology influences behavioral consumer responses, particularly over time. This study builds on cue-utilization and habituation theories to understand if the proposed effects are subject to erosion over repeated use of AR applications. To evaluate the hypotheses, we conducted a study with users of an AR marketing app in the USA. Perceptions of usefulness are most important for first-time users when it comes to purchase intention. Contrarily, for habitual users’, enjoyment was found to be the most important factor. In addition, we find that vividness has a stronger effect on affective responses for first-time users compared to habitual users, and augmentation exerts a stronger effect for habitual users on their cognitive and affective responses.