- Title
- Metacognitive processing in Augmented Reality - Enabled retail environments: the path to customer empowerment
- Creator
- Taylor, Alex; Carlson, Jamie
- Relation
- Australia and New Zealand Marketing Academy Conference (ANZMAC 2022). Proceedings of the Australia and New Zealand Marketing Academy Conference (ANZMAC 2022) (Perth, WA 05-07 December, 2022) p. 274-276
- Relation
- https://www.anzmac2022.com
- Publisher
- ANZMAC
- Resource Type
- conference paper
- Date
- 2022
- Description
- Introduction and Research Aim: Online retailing has transformed customer decision making due to reduced information and search costs, and ease of product comparison (Grewal et al., 2020). Despite emerging market conditions which appear to favour the customer (e.g. information availability, choice freedom), these may actually have negative consequences (e.g. information overload) which erode decision making capacity (Hu & Krishen, 2019). In response, firms are employing strategies incorporating Augmented Reality (AR) that allow customers to realise and enjoy an increased sense of power and control in their relationship with the firm (Chylinski et al., 2020). At the individual level, consumption decisions are still bound by consumers’ capacity to interpret and process available information to serve their consumption goals (Zhang et al., 2018). In general, consumers are more likely to engage in an activity when it feels easy and fluent. To gauge required effort, customers often mentally simulate an activity or outcome (e.g. imagining what apparel might look like on one’s own body), which may range in fluency depending on the information supplied by an online retailer (Schwarz et al., 2021). This issue provides an opportunity for AR applications to support customers and their decision making.. As such, this study employs an experimental research method to investigate the effect of an AR-enabled decision aid on the relationship between customers’ subjective metacognitive experience and customer empowerment resulting from interactions with retailers’ frontline service technologies. Thus,the following research question is advanced: RQ1: What role do Augmented Reality applications play in offering authentic, situated product simulations relating to product choices when shopping online?
- Subject
- Augmented Reality (AR); customers; online retailer; frontline service
- Identifier
- http://hdl.handle.net/1959.13/1491714
- Identifier
- uon:53072
- Identifier
- ISSN:1447-3275
- Language
- eng
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