Theses and Dissertations

Date of Award

7-2019

Document Type

Dissertation

Degree Name

Doctor of Philosophy (PhD)

Department

Marketing

First Advisor

Dr. Arturo Vasquez-Parraga

Second Advisor

Dr. Michael Minor

Third Advisor

Dr. Reto Felix

Abstract

This dissertation investigated the effect of augmented reality on user experience and also the mediation effect of user experience in the relationship between augmented reality and the outcome variables including user satisfaction and user’s willingness to buy/user’s willingness to use augmented reality. Three studies were conducted in three different contexts, including buying consumer products, entertainment services and vehicle service use. The results indicate that augmented reality significantly and positively influence user experience, and user experience fully mediates the impact of augmented reality on user satisfaction and user’s willingness to buy/ user’s willingness to use augmented reality. Further, the results showed that trade-off between price and value, user’s information privacy control, perceived control and responsiveness moderate the effect of augmented reality on user experience.

In addition, a new scale was developed to capture and measure the output quality in terms of image recognition generated by augmented reality. Additionally, a new aspect of user experience exclusively driven by augmented reality was developed and added to the current user experience scale.

Comments

Copyright 2019 Atieh Poushneh. All Right Reserved.

https://go.openathens.net/redirector/utrgv.edu?url=https://www.proquest.com/dissertations-theses/consumers-augmented-reality-shopping-services/docview/2355992440/se-2?accountid=7119

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