Augmented Reality And Consumer Behavior In E Commerce
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Augmented Reality and Consumer Behavior in E-Commerce
Author: Alexander Pfaff
language: en
Publisher: BoD – Books on Demand
Release Date: 2024-11-21
Augmented Reality (AR) is an innovative technology to improve product evaluation in e-commerce. It enables online consumers to project virtual product models into their surrounding real-world environment in real time using their mobile devices (e.g., projecting a virtual model of a sofa into its dedicated place in the living room via smartphone). AR can thus facilitate a more realistic online product evaluation and potentially increase sales. However, AR's effectiveness may depend on different usage contexts and product characteristics. The main objective of this cumulative dissertation is to provide a better understanding of AR in e-commerce and resulting consumer behavior. To this end, this dissertation studies context- as well as product-related boundary conditions of AR's effectiveness in online product evaluation, and consumers' underlying psychological mechanisms. The author presents four independent articles, which are nested in a general introduction and conclusion. Methodologically, experimental approaches are pursued that allow for drawing causal conclusions (field, laboratory, lab-in-field experiment, and quasi-experimental analysis of retailer data). The first article is a systematic literature review that establishes the foundation for the dissertation by reviewing consumer responses to AR usage in online and offline settings. The three subsequent quantitative-empirical articles examine the following aspects of AR usage: (1) the influence of the AR usage context on consumer perception of the evaluated product, (2) the role of AR in reducing spatial fit uncertainty in e-commerce, and (3) the effectiveness of AR in transferring implicit knowledge in corporate training situations. The results of this dissertation contribute to digital marketing research and provide actionable recommendations for managers.
Augmented Reality and Consumer Behavior in E-Commerce
Author: Alexander Pfaff
language: en
Publisher: BoD – Books on Demand
Release Date: 2025-01-06
Augmented Reality (AR) is an innovative technology to improve product evaluation in e-commerce. It enables online consumers to project virtual product models into their surrounding real-world environment in real time using their mobile devices (e.g., projecting a virtual model of a sofa into its dedicated place in the living room via smartphone). AR can thus facilitate a more realistic online product evaluation and potentially increase sales. However, AR's effectiveness may depend on different usage contexts and product characteristics. The main objective of this cumulative dissertation is to provide a better understanding of AR in e-commerce and resulting consumer behavior. To this end, this dissertation studies context- as well as product-related boundary conditions of AR's effectiveness in online product evaluation, and consumers' underlying psychological mechanisms. The author presents four independent articles, which are nested in a general introduction and conclusion. Methodologically, experimental approaches are pursued that allow for drawing causal conclusions (field, laboratory, lab-in-field experiment, and quasi-experimental analysis of retailer data). The first article is a systematic literature review that establishes the foundation for the dissertation by reviewing consumer responses to AR usage in online and offline settings. The three subsequent quantitative-empirical articles examine the following aspects of AR usage: (1) the influence of the AR usage context on consumer perception of the evaluated product, (2) the role of AR in reducing spatial fit uncertainty in e-commerce, and (3) the effectiveness of AR in transferring implicit knowledge in corporate training situations. The results of this dissertation contribute to digital marketing research and provide actionable recommendations for managers.
Electronic Commerce 2018
This new Edition of Electronic Commerce is a complete update of the leading graduate level/advanced undergraduate level textbook on the subject. Electronic commerce (EC) describes the manner in which transactions take place over electronic networks, mostly the Internet. It is the process of electronically buying and selling goods, services, and information. Certain EC applications, such as buying and selling stocks and airline tickets online, are reaching maturity, some even exceeding non-Internet trades. However, EC is not just about buying and selling; it also is about electronically communicating, collaborating, and discovering information. It is about e-learning, e-government, social networks, and much more. EC is having an impact on a significant portion of the world, affecting businesses, professions, trade, and of course, people. The most important developments in EC since 2014 are the continuous phenomenal growth of social networks, especially Facebook , LinkedIn and Instagram, and the trend toward conducting EC with mobile devices. Other major developments are the expansion of EC globally, especially in China where you can find the world's largest EC company. Much attention is lately being given to smart commerce and the use of AI-based analytics and big data to enhance the field. Finally, some emerging EC business models are changing industries (e.g., the shared economy models of Uber and Airbnb). The 2018 (9th) edition, brings forth the latest trends in e-commerce, including smart commerce, social commerce, social collaboration, shared economy, innovations, and mobility.