Impact of Augmented Reality Characteristics on Retail Brand Equity

DOI

10.2991/assehr.k.220107.042How to use a DOI?

Keywords

Augmented reality characteristics; brand associations; retail brand equity; situated cognition theory; product involvement

Abstract

With the rise of 5G and mobile shopping, the failure to physically experience products has led to high return rates and negative word-of-mouth for retailers. As a result, many Chinese retailers have been offering augmented reality services to customers to improve their shopping experience. This study aims to investigate the mechanism of augmented reality (AR) characteristics on retail brand equity in the context of retailing. Accordingly, the authors construct a conceptual framework in which AR characteristics affect brand associations and retail brand equity. The empirical tests using the structural equation model method also support the research hypotheses. The results reveal that two AR characteristics-environment embedding (EE) and simulated physical control (SPC)-can positively affect retail brand equity through brand associations. Furthermore, product involvement moderates the effect of EE and SPC on brand associations positively. The findings expand brand equity theory in the field of augmented reality marketing.

Copyright

© 2022 The Authors. Published by Atlantis Press SARL.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Jinfeng Wu
AU  - Jiao Dong
PY  - 2022
DA  - 2022/01/20
TI  - Impact of Augmented Reality Characteristics on Retail Brand Equity
BT  - Proceedings of the 4th International Seminar on Education Research and Social Science (ISERSS 2021)
PB  - Atlantis Press
SP  - 220
EP  - 224
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.220107.042
DO  - 10.2991/assehr.k.220107.042
ID  - Wu2022
ER  -