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Amorim, I. P. de, Guerreiro, J., Eloy, S. & Loureiro, S. M. C. (2022). How augmented reality media richness influences consumer behaviour: A study in a real‐world retail environment. International Journal of Consumer Studies. 46 (6), 2351-2366

I. P. Amorim et al.,  "How augmented reality media richness influences consumer behaviour: A study in a real‐world retail environment", in Int. Journal of Consumer Studies, vol. 46, no. 6, pp. 2351-2366, 2022

@article{amorim2022_1732208351670,
	author = "Amorim, I. P. de and Guerreiro, J. and Eloy, S. and Loureiro, S. M. C.",
	title = "How augmented reality media richness influences consumer behaviour: A study in a real‐world retail environment",
	journal = "International Journal of Consumer Studies",
	year = "2022",
	volume = "46",
	number = "6",
	doi = "10.1111/ijcs.12790",
	pages = "2351-2366",
	url = "https://onlinelibrary.wiley.com/journal/14706431"
}

TY  - JOUR
TI  - How augmented reality media richness influences consumer behaviour: A study in a real‐world retail environment
T2  - International Journal of Consumer Studies
VL  - 46
IS  - 6
AU  - Amorim, I. P. de
AU  - Guerreiro, J.
AU  - Eloy, S.
AU  - Loureiro, S. M. C.
PY  - 2022
SP  - 2351-2366
SN  - 1470-6423
DO  - 10.1111/ijcs.12790
UR  - https://onlinelibrary.wiley.com/journal/14706431
AB  - The current paper explores the impact that an augmented reality shopping assistant may have on consumers’ emotional and cognitive responses, and how it would affect their buying behaviours. A prototype of an application to assist consumers inside a supermarket was developed using HoloLens glasses. A total of 85 participants were invited to walk-through the store using augmented reality glasses. A PLS-SEM approach was  used  to  test  the  conceptual  model.  Results  using  different  scenarios  show  that  media  richness  (the  level  of  information  cues,  variety  and  immediate  feedback)  impacts consumer decisions and heightens their cognitive and emotional responses. The current study finds that a media-rich augmented reality experience influences brand engagement and willingness to buy through perceived information quality and brand attitudes.  At  a  time  when  managers  in  every  industry  work  to  capture  consumers’  attention, the present study shows how content remains important in every communication activity, even in an innovative augmented reality retail shopping experience.
ER  -