The rise of augmented reality (AR) technology presents e-retailers with new opportunities. According to previous research, it is a technology that can positively affect engagement, brand recall and purchase confidence. Mobile-enabled augmented reality differs from regular mobile phone use as the technology virtually overlays images or information to the real environment. As the use of a touch screen device (i.e. smartphone vs. laptop) has previously been found to positively affect feelings of perceived ownership, the current study examines whether the possibility to virtually manipulate a product on a mobile AR application would have an even stronger effect. This is examined for products with either material properties (i.e. products that require the examination of sensory information) or geometric properties (i.e. products that can be examined via written and/or visual information). The findings reveal that AR does indeed result in higher levels of perceived ownership, particularly in case of material products.

Original languageEnglish
Pages (from-to)1-12
Number of pages12
JournalVirtual Reality
Volume2018
DOIs
Publication statusPublished - 18 Feb 2018
EventEuropean Associaton for Education and Research in Commercial Distribution - Dublin, Ireland
Duration: 4 Jul 20176 Jul 2017
Conference number: 19th

    Research areas

  • Augmented reality, Mobile commerce, Perceived ownership, Touch, Virtual product interaction

ID: 36698201