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The playground effect: how augmented reality drives creative customer engagement
Version 2 2023-06-07, 08:45
Version 1 2023-06-07, 06:56
journal contribution
posted on 2023-06-07, 08:45 authored by Alexander Jessen, Tim Hilken, Mathew Chylinski, Dominik Mahr, Jonas Heller, Debbie KeelingDebbie Keeling, Ko de RuyterAcross various customer experiences, Augmented Reality (AR) is emerging as a strategic experience design tool. This study contributes to an emerging body of research on the use of AR in the early stages of customers’ purchase journeys. Extending previous research, we propose that AR enables a unique form of customer creativity that is distinct from prior conceptualizations of creativity through its association with customer engagement. Specifically, we propose a sequential process of creative customer engagement, in which AR-enabled customer creativity stems from heightened customer engagement and, in turn, offers a source of intrinsic satisfaction for customers. In an experiment with a customer-facing AR application, we empirically demonstrate this sequential mediation process connecting the use of AR with customer engagement, customer creativity, and anticipated satisfaction. We also identify an important boundary condition based on a customer’s assessment orientation, suggesting a novel behavioral effect in the context of regulatory mode theory.
History
Publication status
- Published
File Version
- Published version
Journal
Journal of Business ResearchISSN
0148-2963Publisher
ElsevierExternal DOI
Volume
116Page range
85-98Department affiliated with
- Strategy and Marketing Publications
Full text available
- No
Peer reviewed?
- Yes
Legacy Posted Date
2020-05-05First Open Access (FOA) Date
2020-06-18First Compliant Deposit (FCD) Date
2020-05-04Usage metrics
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