期刊
JOURNAL OF THE ACADEMY OF MARKETING SCIENCE
卷 45, 期 6, 页码 884-905出版社
SPRINGER
DOI: 10.1007/s11747-017-0541-x
关键词
Augmented reality; Online service experience; Service marketing strategy; Situated cognition; Spatial presence
类别
Driven by the proliferation of augmented reality (AR) technologies, many firms are pursuing a strategy of service augmentation to enhance customers' online service experiences. Drawing on situated cognition theory, the authors show that AR-based service augmentation enhances customer value perceptions by simultaneously providing simulated physical control and environmental embedding. The resulting authentic situated experience, manifested in a feeling of spatial presence, functions as a mediator and also predicts customer decision comfort. Furthermore, the effect of spatial presence on utilitarian value perceptions is greater for customers who are disposed toward verbal rather than visual information processing, and the positive effect on decision comfort is attenuated by customers' privacy concerns.
作者
我是这篇论文的作者
点击您的名字以认领此论文并将其添加到您的个人资料中。
推荐
暂无数据