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Although still in the early stages of diffusion, smartwatches represent the most popular type of wearable devices. Yet, little is known why some people are more likely to adopt smartwatches than others. To deepen the understanding of underlying factors prompting adoption behavior, the authors develop a theoretical model grounded in technology acceptance and social psychology literature. Empirical results reveal perceived usefulness and visibility as important factors that drive intention. The magnitude of these antecedents is influenced by an individual’s perception of viewing smartwatches as a technology and/or as a fashion accessory. Theoretical and managerial implications are discussed.
Pokémon Go was the first mobile augmented reality (AR) game to reach the top of the download charts of mobile applications. However, little is known about this new generation of mobile online AR games. Existing theories provide limited applicability for user understanding. Against this background, this research provides a comprehensive framework based on uses and gratification theory, technology risk research, and flow theory. The proposed framework aims to explain the drivers of attitudinal and intentional reactions, such as continuance in gaming or willingness to invest money in in-app purchases. A survey among 642 Pokémon Go players provides insights into the psychological drivers of mobile AR games. The results show that hedonic, emotional, and social benefits and social norms drive consumer reactions while physical risks (but not data privacy risks) hinder consumer reactions. However, the importance of these drivers differs depending on the form of user behavior.
We were able to identify a set of specific capabilities corporations need to develop in order to enhance brand love. Furthermore, the effects of most dynamic capabilities on brand love have a strong correlation to the degree of customer orientation. Other results are relevant concerning the proposed moderation and mediation hypotheses. Firstly, the impact of customer orientation on brand love is varied under specific market conditions, supporting our central moderation hypothesis (β = .259, p = .001). To be precise, the impact of customer orientation is strongest in markets that have low competitive differentiation in products and services. Other control variables like age, gender, or market form (B2B versus B2C) lead to no significant heterogeneity in the data set. Finally, mediation analyses show no significant “direct effect” of the existing DC constructs on brand love, supporting the mediating role of customer orientation.
Pokémon Go was the first mobile Augmented Reality (AR) game that made it to the top of the download charts of mobile applications. However, very little is known about this new generation of mobile online Augmented Reality (AR) games. Existing media usage and technology acceptance theories provide limited applicability to the understanding of its users. Against this background, this research provides a comprehensive framework that incorporates findings from uses & gratification theory (U>), technology acceptance and risk research as well as flow theory. The proposed framework aims at explaining the drivers of attitudinal and intentional reactions, such as continuance in gaming or willingness to conduct in-app purchases. A survey among 642 Pokémon Go players provides insights into the psychological drivers of mobile AR games. Results show that hedonic, emotional and social benefits, and social norms drive, vice versa physical risks (but not privacy risks) hinder consumer reactions. However, the importance of these drivers differs between different forms of user behavior.
Augmented reality marketing and consumer-brand relationships : How closeness drives brand love
(2024)
Marketers use augmented reality (AR) to place virtual brand‐related information into a consumer's physical context. Grounded in the literature on AR, brand love, metaphor theory, and closeness as interpreted by the neural theory of language, the authors theorize that branded AR content can reduce the perceived physical, spatial distance between a consumer and a brand. This perceived closeness subsequently drives the closeness of the emotional relationship in the form of brand love. Two empirical studies validate this framework. Study 1 shows that using an AR app (vs. non‐AR) increases the perceived physical closeness of the brand, which in turn drives brand love (i.e., relationship closeness). Study 2 replicates this finding in a pre‐/post‐use design. Here, high levels of local presence (i.e., the extent to which consumers perceive a brand as actually being present in their physical environment) drive perceived physical closeness, which leads to brand love. We also find that AR's power to generate brand love increases when the consumer is already familiar with the brand. We discuss managerial implications for AR marketing today and in a metaverse future in which AR content might be prevalent in consumers' everyday perceptions of the real world.
