The 4C framework: Towards a holistic understanding of consumer engagement with augmented reality

Authors

Philipp A. Rauschnabel
Reto Felix, The University of Texas Rio Grande Valley
Jonas Heller
Chris Hinsch

Document Type

Article

Publication Date

5-2024

Abstract

Highlights

• The 4C framework highlights four unique characteristics of AR: Consumer, Content, Context, and Computing Device.

• Engagement with AR derives from an alignment of the 4 Cs.

• The paper advances theory by using the lens of complexity theory to explain how to engage consumers in AR experiences.

• The framework offers significant implications for managers and scholars.

• It allows systematic approaches to assess, communicate, and develop AR applications across various disciplines.

Abstract

Augmented Reality (AR) is an emerging concept that impacts many disciplines, such as business, marketing, tourism, gaming, human–computer interaction, and manufacturing. Surprisingly, many scholarly and practical discussions overlook the fundamental primary factors that distinguish AR from other concepts, namely, that it involves a computing device that integrates virtual content into a consumer's perception of the real world in a specific context. The current article addresses this gap in the literature by proposing the 4C framework (based on the 4Cs: consumer, content, context, and computing device; pronounced: foresee) that highlights the importance of, and interplay among these four factors. Building on configurational theory, the framework calls for the systematic identification of additional AR-relevant factors across the 4Cs. Scholars can use this framework to systematically identify research gaps and variables of interest. Practitioners across various disciplines can employ the framework to systematically assess, communicate, and develop AR use cases.

Comments

Under a Creative Commons license

Recommended Citation

Rauschnabel, P.A., Felix, R., Heller, J. and Hinsch, C., 2024. The 4C framework: Towards a holistic understanding of consumer engagement with augmented reality. Computers in Human Behavior, 154, p.108105. https://doi.org/10.1016/j.chb.2023.108105

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Publication Title

Computers in Human Behavior

DOI

10.1016/j.chb.2023.108105