Understanding customer satisfaction of augmented reality in retail: a human value orientation and consumption value perspective

Wang, W., Cao, D. ORCID: 0000-0002-2614-3726 and Ameen, N., 2022. Understanding customer satisfaction of augmented reality in retail: a human value orientation and consumption value perspective. Information Technology and People. ISSN 0959-3845

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Purpose: While customer perceived augmented reality (AR) values have generally enhanced customer experience, AR value would be appreciated the most by a consumer segment that remains unexplored. Drawing from human value orientation theory and consumption value theory, this research proposes a new model analysing the effects of human value orientation (openness to change, conservation, self-transcendence, and self-enhancement) on perceived AR values (playful, social, visual appeal, usability) and subsequently the effects on customer satisfaction.

Design/methodology/approach: The authors employed a two-step online data collection. The first step was to identify those who had used retailers' AR applications, who were then invited to participate in the full survey in the second step. A sample of 253 AR technology users' data was analysed using partial least square and structural equation modelling.

Findings: The results reveal that each human value orientation is associated with its unique perceived AR values and that various perceived AR values influence customer satisfaction differently.

Originality/value: This study shows the pivotal role human value orientation plays in influencing customer perceived AR values and their impacts on customer satisfaction. The findings offer key implications for digital marketing segmentation.

Item Type: Journal article
Publication Title: Information Technology and People
Creators: Wang, W., Cao, D. and Ameen, N.
Publisher: Emerald
Date: 9 August 2022
ISSN: 0959-3845
Rights: Copyright © 2022, Emerald Publishing Limited
Divisions: Schools > Nottingham Business School
Record created by: Jonathan Gallacher
Date Added: 04 Oct 2022 13:36
Last Modified: 04 Oct 2022 13:37
URI: https://irep.ntu.ac.uk/id/eprint/47205

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