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Augmented reality (AR) has been shown to improve consumers' shopping decisions and experiences. Based on a theoretical stimulus-organism-response model and cognitive load theory, this research examines the effects that AR has on... more
Augmented reality (AR) has been shown to improve consumers' shopping decisions and experiences. Based on a theoretical stimulus-organism-response model and cognitive load theory, this research examines the effects that AR has on cognitive variables related to cognitive load, hitherto scarcely considered. Specifically, this research examines the impact of perceived similarity among options, confusion caused by overchoice and prepurchase cognitive dissonance on purchase-related behavioral intention variables such as purchase intention and willingness to pay for products. The study is based on consumers' AR web shopping experiences of an online cosmetics store which offers a wide assortment of products. The mixed-method research combines two focus groups and an experiment. This combination allows triangulation of the findings to provide corroboration. The results showed that AR reduces cognitive dissonance through its effects on perceived similarity and confusion caused by overchoice. Furthermore, lower cognitive load enhances purchase intentions, resulting in greater willingness to pay more for the product. The research extends knowledge of the benefits provided to consumers by AR in their decision-making through its impacts on perceived similarity, confusion by overchoice and prepurchase cognitive dissonance. The application of web AR in e-commerce shops is particularly useful when a wide assortment of similar products is offered. Online retailers can use AR to improve their economic performance both by increasing their sales’ volumes and their margins.
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Research Interests: Business, Marketing, Psychology, Advertising, Persuasion, and 3 moreCredibility, Regret, and Mistake
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PurposeThis research aims to identify whether subsequent consciousness of having been in a flow state – that is, flow consciousness – regarding an earlier impulse purchase affects consumers' post–purchase behaviours, specifically... more
PurposeThis research aims to identify whether subsequent consciousness of having been in a flow state – that is, flow consciousness – regarding an earlier impulse purchase affects consumers' post–purchase behaviours, specifically their feelings of consumer regret.Design/methodology/approachThe study applied a mixed methodology. First, the authors conducted two qualitative studies (focus groups) to establish the relationships between flow, flow consciousness and regret. Second, the authors conducted a quantitative study using data collected through an online questionnaire. Participants were asked to recall a recent shopping experience. To conduct confirmatory factor analysis, the authors gathered data from 304 consumers who had searched for, and purchased, a product on Amazon (www.amazon.com). Structural equation modelling, based on covariance, was used to test the hypotheses.FindingsFlow consciousness is found to reduce consumer regret after an impulse purchase.Practical implicationsOnline retailers should make consumers aware of the flow state they have experienced. Flow states lead to increased impulse buying, and if consumers are made aware that they were in a flow state, it may reduce any regret they feel after the purchase.Originality/valueThis is the first study to examine the effects of flow consciousness on consumer behaviour after an impulse purchase. In particular, research has not analysed the effects that flow consciousness has on negative feelings experienced after the impulse purchase of a product.
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Abstract Offering a good experience to consumers is key for e-commerce companies. Therefore, providing them with flow experiences could lead to success for these organisations. Since the birth of the Internet, a wide range of research has... more
Abstract Offering a good experience to consumers is key for e-commerce companies. Therefore, providing them with flow experiences could lead to success for these organisations. Since the birth of the Internet, a wide range of research has studied flow in this context. However, few studies have examined the role that electronic devices play in flow experiences. Based on 570 consumer shopping experiences in Amazon, the differences between handheld devices (smartphones and tablets) and PCs (laptops and desktop computers) are examined as the main antecedents of flow experience using structural equation modelling, based on covariances. The results demonstrate the importance of including hedonic elements in the design of web pages (accessible from PCs). On the other hand, apps (accessible from handheld devices) should facilitate concentration and encourage the user's time distortion to reach the flow state. The results can be useful for e-commerce companies in the design of their online platforms.
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Advances in digital platforms allow influencers to use live shows to showcase products, which has given rise to live-stream shopping. Moreover, new communication forms have emerged, such as the metaverse. The social interactions that... more
Advances in digital platforms allow influencers to use live shows to showcase products, which has given rise to live-stream shopping. Moreover, new communication forms have emerged, such as the metaverse. The social interactions that occur in these immersive environments foster influencer-follower interactions. This research compares the impact of live-stream shopping on followers’ experiences and behaviors on two communication channels (live shows on Instagram and in the metaverse) and analyses the moderating role of content involvement in telepresence. Data were collected in a between-subjects quasi-field experiment. Two scenarios that differed in degree of telepresence were created, a live show on Instagram and a live show in the metaverse. The results showed that telepresence is an important part of the user experience and in the success of live shows. Telepresence was seen to have a major influence on experiential value, but not on instrumental value. Both values provided follo...
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Augmented reality (AR) overcomes one of the main limitations of e-commerce, such as the pre-purchase trial. The consumer can virtually see how a product is integrated into the real world through this technology. Therefore, AR may reduce... more
Augmented reality (AR) overcomes one of the main limitations of e-commerce, such as the pre-purchase trial. The consumer can virtually see how a product is integrated into the real world through this technology. Therefore, AR may reduce the perceived risk of buying a product online. Despite existing research, the impact of AR on the consumer decision process needs to be further explored. Consequently, this research aims to understand the impact of AR on the perception of risk and the purchase decision process, considering decision comfort and decision confidence. Through a between-subjects experiment, the results show that AR reduces the risk of online shopping. However, it has no direct effect on the decision process. Reducing risk and the comfort it brings generates decision confidence and satisfaction with the shopping experience. This satisfaction will generate engagement towards the online shop platform. The research highlights the process through which AR impacts the decision-making process. The implications for AR marketing theory and managerial implications in the age of the metaverse are discussed.
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The initial hype and fanfare from the Meta Platforms view of how the metaverse could be brought to life has evolved into an ongoing discussion of not only the metaverse’s impact on users and organisations but also the societal and... more
The initial hype and fanfare from the Meta Platforms view of how the metaverse could be brought to life has evolved into an ongoing discussion of not only the metaverse’s impact on users and organisations but also the societal and cultural implications of widespread usage. The potential of consumer interaction with brands within the metaverse has engendered significant debate within the marketing-focused discourse on the key challenges and transformative opportunities for marketers. Drawing on insights from expert contributors, this study examines the marketing implications of the hypothetical widespread adoption of the metaverse. We identify new research directions and propose a new framework offering valuable contributions for academia, practice and policy makers. Our future research agenda culminates in a checklist for researchers which clarifies how the metaverse can be beneficial to digital marketing and advertising, branding, services, value creation and consumer wellbeing.
Research Interests: Marketing, Tourism Marketing, Tourism Management, Services, Hospitality Studies, and 15 moreSecondlife, Services Marketing and Management, Hospitality Management, Services' Marketing, Metaverse, Service Marketing, Virtualreality, Service, Avatars, Cx, augmentedreality, Consumerbehavior, ExtendedReality, CustomerService, and ServiceManagement
Dwivedi, Y., Hughes, L., Wang, Y., Alalwan, A.A., Ahn, S., Balakrishnan, J., Barta, S., Belk, R., Buhalis, D., Dutot, V., Felix, R., Filieri, R., Flavián, C., Gustafsson, A., Hinsch, C., Hollensen, S., Jain, V., Kim, J., Krishen, A.,... more
Dwivedi, Y., Hughes, L., Wang, Y., Alalwan, A.A., Ahn, S., Balakrishnan, J., Barta, S., Belk, R., Buhalis, D., Dutot, V., Felix, R., Filieri, R., Flavián, C., Gustafsson, A., Hinsch, C., Hollensen, S., Jain, V., Kim, J., Krishen, A., Lartey, J., Pandey, N., Ribeiro-Navarrete, S., Raman, R., Rauschnabel, P., Sharma, A., Sigala, M., Veloutsou , C., Wirtz, J.,, 2023, How metaverse will change the future of marketing: Implications for Research and Practice, Psychology and Marketing, accepted
Abstract
The initial hype and fanfare from the Meta Platforms view of how the metaverse could be brought to life has evolved into an ongoing discussion of not only the metaverse’s impact on users and organisations but also the societal and cultural implications of widespread usage. The potential of consumer interaction with brands within the metaverse has engendered significant debate within the marketing-focused discourse on the key challenges and transformative opportunities for marketers. Drawing on insights from expert contributors, this study examines the marketing implications of the hypothetical widespread adoption of the metaverse. We identify new research directions and propose a new framework offering valuable contributions for academia, practice and policy makers. Our future research agenda culminates in a checklist for researchers which clarifies how the metaverse can be beneficial to digital marketing and advertising, branding, services, value creation and consumer wellbeing.
Keywords: Avatars; Augmented Reality; Consumer Behaviour; Extended Reality; Marketing; Metaverse; Second life; Virtual reality; Virtual world
Abstract
The initial hype and fanfare from the Meta Platforms view of how the metaverse could be brought to life has evolved into an ongoing discussion of not only the metaverse’s impact on users and organisations but also the societal and cultural implications of widespread usage. The potential of consumer interaction with brands within the metaverse has engendered significant debate within the marketing-focused discourse on the key challenges and transformative opportunities for marketers. Drawing on insights from expert contributors, this study examines the marketing implications of the hypothetical widespread adoption of the metaverse. We identify new research directions and propose a new framework offering valuable contributions for academia, practice and policy makers. Our future research agenda culminates in a checklist for researchers which clarifies how the metaverse can be beneficial to digital marketing and advertising, branding, services, value creation and consumer wellbeing.
Keywords: Avatars; Augmented Reality; Consumer Behaviour; Extended Reality; Marketing; Metaverse; Second life; Virtual reality; Virtual world
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This work examines the determinants of the success of influencer marketing on the youth-focused TikTok, the fastest growing social network. It analyses the effects of influencers’ account characteristics (originality, quality, quantity... more
This work examines the determinants of the success of influencer marketing on the youth-focused TikTok, the fastest growing social network. It analyses the effects of influencers’ account characteristics (originality, quality, quantity and humor) on their followers’ hedonic experience and perceived opinion leadership, and how these impact on their intentions to follow influencers’ accounts and advice. A survey of followers of a popular Spanish TikTok influencer showed that originality and opinion leadership play important roles and that, because TikTok is distinctive, humor increased the effectiveness of messages (through hedonic experience). Suggestions are made to advance the understanding of this novel phenomenon
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Augmented reality (AR) is shaping a new environment for marketers, playing an essential role in consumer choice. AR seems to be a good solution for undecisive online shoppers. However, their implementation in the physical store can also... more
Augmented reality (AR) is shaping a new environment for marketers, playing an essential role in consumer choice. AR seems to be a good solution for undecisive online shoppers. However, their implementation in the physical store can also play an important role in both the purchase decision and in increasing the number of consumers visiting the shop. AR allows potential consumers to virtually try-on products and imagines how they would look on their face, through technologies such as Virtual Try-on. From a qualitative perspective, this research aims to explore perceptions of AR and then differentiate between the use of Virtual Try-on from the smartphone and the use of Virtual Try-on in the physical shop through mirrors. Through two focus groups, composed of women from two generations (generation X and generation Z), we found a greater acceptance of the use of AR on smartphones in a private context, with a certain rejection of its use in a physical shop. In general, there is a rejection of the use of AR mirrors in the physical shop due to the lack of privacy during use. However, these problems could be solved by choosing the right location in the shop. Also, the presence of staff who can help and advise during use seems to be of interest. Concerning to the use of Virtual Try-on on mobile phones, there is a certain mistrust that the shades shown are not the real ones, which is the main problem identified.
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Purpose-This research aims to identify whether subsequent consciousness of having been in a flow statethat is, flow consciousnessregarding an earlier impulse purchase affects consumers' post-purchase behaviours, specifically their... more
Purpose-This research aims to identify whether subsequent consciousness of having been in a flow statethat is, flow consciousnessregarding an earlier impulse purchase affects consumers' post-purchase behaviours, specifically their feelings of consumer regret. Design/methodology/approach-The study applied a mixed methodology. First, the authors conducted two qualitative studies (focus groups) to establish the relationships between flow, flow consciousness and regret. Second, the authors conducted a quantitative study using data collected through an online questionnaire. Participants were asked to recall a recent shopping experience. To conduct confirmatory factor analysis, the authors gathered data from 304 consumers who had searched for, and purchased, a product on Amazon (www. amazon.com). Structural equation modelling, based on covariance, was used to test the hypotheses. Findings-Flow consciousness is found to reduce consumer regret after an impulse purchase. Practical implications-Online retailers should make consumers aware of the flow state they have experienced. Flow states lead to increased impulse buying, and if consumers are made aware that they were in a flow state, it may reduce any regret they feel after the purchase. Originality/value-This is the first study to examine the effects of flow consciousness on consumer behaviour after an impulse purchase. In particular, research has not analysed the effects that flow consciousness has on negative feelings experienced after the impulse purchase of a product.
Research Interests:
Purpose-This research aims to identify whether subsequent consciousness of having been in a flow state-that is, flow consciousness-regarding an earlier impulse purchase affects consumers' post-purchase behaviours, specifically their... more
Purpose-This research aims to identify whether subsequent consciousness of having been in a flow state-that is, flow consciousness-regarding an earlier impulse purchase affects consumers' post-purchase behaviours, specifically their feelings of consumer regret. Methodology-The study applied a mixed methodology. First, the authors conducted two qualitative studies (focus groups) to establish the relationships between flow, flow consciousness, and regret. Second, the authors conducted a quantitative study using data collected through an online questionnaire. Participants were asked to recall a recent shopping experience. To conduct confirmatory factor analysis, the authors gathered data from 304 consumers who had searched for, and purchased, a product on Amazon (www.amazon.com). Structural equation modelling, based on covariance, was used to test the hypotheses. Findings-Flow consciousness is found to reduce consumer regret after an impulse purchase. Originality-This is the first study to examine the effects of flow consciousness on consumer behaviour after an impulse purchase. In particular, research has not analysed the effects that flow consciousness has on negative feelings experienced after the impulse purchase of a product. Practical implications-Online retailers should make consumers aware of the flow state they have experienced. Flow states lead to increased impulse buying, and if consumers are made aware that they were in a flow state, it may reduce any regret they feel after the purchase.
Research Interests:
Offering a good experience to consumers is key for e-commerce companies. Therefore, providing them with flow experiences could lead to success for these organisations. Since the birth of the Internet, a wide range of research has studied... more
Offering a good experience to consumers is key for e-commerce companies. Therefore, providing them with flow experiences could lead to success for these organisations. Since the birth of the Internet, a wide range of research has studied flow in this context. However, few studies have examined the role that electronic devices play in flow experiences. Based on 570 consumer shopping experiences in Amazon, the differences between handheld devices (smartphones and tablets) and PCs (laptops and desktop computers) are examined as the main antecedents of flow experience using structural equation modelling, based on covariances. The results demonstrate the importance of including hedonic elements in the design of web pages (accessible from PCs). On the other hand, apps (accessible from handheld devices) should facilitate concentration and encourage the user's time distortion to reach the flow state. The results can be useful for e-commerce companies in the design of their online platforms.
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The concept of Augmented Reality is defined and explained
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The Social Media Influencers Tipology are defined and deeply explained.
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Augmented reality (AR) is shaping a new environment for marketers, playing an essential role in consumer choice. AR seems to be a good solution for undecisive online shoppers. However, their implementation in the physical store can also... more
Augmented reality (AR) is shaping a new environment for marketers, playing an essential role in consumer choice. AR seems to be a good solution for undecisive online shoppers. However, their implementation in the physical store can also play an important role in both the purchase decision and in increasing the number of consumers visiting the shop. AR allows potential consumers to virtually try-on products and imagines how they would look on their face, through technologies such as Virtual Try-on. From a qualitative perspective, this research aims to explore perceptions of AR and then differentiate between the use of Virtual Try-on from the smartphone and the use of Virtual Try-on in the physical shop through mirrors. Through two focus groups, composed of women from two generations (generation X and generation Z), we found a greater acceptance of the use of AR on smartphones in a private context, with a certain rejection of its use in a physical shop. In general, there is a rejection of the use of AR mirrors in the physical shop due to the lack of privacy during use. However, these problems could be solved by choosing the right location in the shop. Also, the presence of staff who can help and advise during use seems to be of interest. Concerning to the use of Virtual Try-on on mobile phones, there is a certain mistrust that the shades shown are not the real ones, which is the main problem identified.