Marketing Faculty Publications
Document Type
Article
Publication Date
4-6-2026
Abstract
Purpose: This study explores how initial exposure to immersive spatial computing experiences using AR headsets generates lasting inspiration and shapes consumers expected long-term life consequences (i.e., enhancement of reality, perceived substitutability and social impact).
Design/methodology/approach: The study uses a time-lagged research design based on 148 first-time users of spatial computing devices (AR headsets). Respondents were interviewed once shortly after being exposed to AR and a few days later. Data is analyzed using partial least squares structural equation modeling (PLS-SEM).
Findings: Users' immediate “inspired-by” experiences predict increased “inspired-to” intentions days later. Such inspiration translates into anticipated consequences such as virtually customizing their physical environments, substituting physical products with AR content, and influencing social relationships with other users.
Research limitations/implications: The current research focuses on positive life outcomes for consumers. However, the ubiquitous and pervasive use of AR may also lead to negative, undesired effects.
Practical implications:The study demonstrates that AR experiences can produce detectable effects long after initial exposure and underscores that AR adoption results from the synergy of hardware and content, providing insights for future research in immersive spatial computing technologies.
Originality/value: The current research is one of the first to study AR users over time. Drawing on inspiration theory, findings show that an initial exposure to spatial computing through AR can have lasting effects when consumers think about how these technologies could impact their lives.
Recommended Citation
Barta, S., Felix, R., Hinsch, C., Kalantari, M., Krey, N. and Rauschnabel, P.A., 2026. Spatial future ahead! Augmented reality and anticipated life consequences. Internet Research, 36(7), pp.127-148. https://doi.org/10.1108/INTR-03-2025-0394
Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.
Publication Title
Internet Research
DOI
10.1108/INTR-03-2025-0394
Comments
© Sergio Barta, Reto Felix, Chris Hinsch, Mahdokht Kalantari, Nina Krey and Philipp A. Rauschnabel
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