Date of Award
Doctor of Philosophy (PhD)
Dr. Arturo Vasquez-Parraga
Dr. Michael Minor
Dr. Reto Felix
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.
Poushneh, Atieh, "Consumers and Augmented Reality in Shopping and Services: Drivers and Consequences" (2019). Theses and Dissertations - UTRGV. 567.