The effects of augmented reality shopping experiences: immersion, presence and satisfaction

tom Dieck, Mandy ORCID: https://orcid.org/0000-0002-8765-8969, Cranmer, Eleanor, Prim, Alexandre and Bamford, David ORCID: https://orcid.org/0000-0002-1050-1357 (2023) The effects of augmented reality shopping experiences: immersion, presence and satisfaction. Journal of Research in Interactive Marketing. ISSN 2040-7122

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Abstract

Purpose - Augmented reality (AR) is transforming the business and interactive marketing landscape. This research aims to investigate consumers' degree of involvement and if a feeling of immersion and presence influences AR shopping satisfaction, comparing high- and low-immersive AR experiences. Design/methodology/approach - This paper uses a quantitative approach. Two studies were carried out: a high-immersive AR experiment with 173 participants and a low-immersive AR experience with 222 participants. Findings were analyzed using partial least square structural equation modeling with SmartPLS. Findings - Results indicate the antecedents of immersion and presence differ when it comes to different immersive AR levels. In a high-immersive AR experience, flow, information seeking and novelty are attributes related to immersion, while enjoyment and personalization are related to presence. Contrastingly, in a low-immersive AR experience, only flow is related to immersion, while information seeking, novelty and personalization are related to presence. These results highlight the role of immersion and presence as mediators for AR shopping satisfaction experience. Originality/value - This study's originality lies in the use of a rival model for analysis. Findings suggest a contingent perspective of AR experience, depending on high- or low-immersion experience, so companies must pay attention for how to measure AR experiences to increase involvement and satisfaction.