Beyond the gimmick: How affective responses drive brand attitudes and intentions in augmented reality marketing
Beyond the gimmick: How affective responses drive brand attitudes and intentions in augmented reality marketing
复制标题
超越噱头：情感反应如何在增强现实营销中推动品牌态度和意图
DOI：
10.1002/mar.21641
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发表时间：
2022
期刊：
影响因子：
--
通讯作者：
P. Rauschnabel
中科院分区：
文献类型：
--
作者：
Vera Zanger;Martin Meißner;P. Rauschnabel
根据最近对增强现实（AR）营销的研究，基于AR的产品展示有可能在整个客户旅程中创造非凡的购物体验。然而，驱动关键营销指标（如品牌评估或购买意愿）的机制尚未得到彻底理解。基于情感即信息理论，本研究将顾客的愉悦感和灵感等情感反应置于决策的中心，并进行了两个在线实验，以实证研究（1）AR和非AR之间情感反应强度的差异，（2）情感和认知反应在塑造行为结果方面的相互作用，以及（3）客户特定因素（客户的AR熟悉度和产品知识）对情感反应的调节作用。根据结果，尽管情感反应通过产品/品牌态度直接或间接地增加了购买和口碑意向，但AR本身并不能保证更积极的情感反应;相反，它们取决于AR功能的技术实现和客户的AR专业知识等。
According to recent research in augmented reality (AR) marketing, AR‐based product presentations have the potential to create extraordinary shopping experiences across the customer journey. However, the mechanisms that drive key marketing metrics, such as brand evaluations or purchase intentions, are yet to be thoroughly understood. Drawing on the Affect‐as‐Information Theory, this study placed affective responses, such as customers' enjoyment and inspiration, at the center of decision‐making and conducted two online experiments to empirically investigate (1) the differences in the intensity of affective responses between AR and non‐AR, (2) the interplay between affective and cognitive responses in shaping behavioral outcomes, and (3) the moderating role of customer‐specific factors (customers' AR familiarity and product knowledge) on affective responses. According to the results, although the affective responses increase purchase and word‐of‐mouth intentions directly as well as indirectly through product/brand attitudes, AR does not per se guarantee more positive affective responses; rather, they depend on the technical implementation of AR features and customers' AR expertise, among others.
影响因子：
12.9
作者：
Lemon, Katherine N.;Verhoef, Peter C.
通讯作者：
Verhoef, Peter C.