Exploring the role of flow in augmented reality for mobile retailing: implications for practice and research
Exploring the role of flow in augmented reality for mobile retailing: implications for practice and research
Augmented reality (AR) try-on services have been proven to enhance customer engagement and purchase intentions by enabling users to experience the sense of flow. While few studies focused on the design principles of mobile AR services, little has been done regarding the role of flow in consumer experience whilst interacting with try-on services. This chapter reviews the current design principles of mobile AR and examines its influence in consumer flow state. Through a task-based semi-structured interview with consumers (n=9), it was possible to observe that all participants did not enter the flow state due to lack of perceived control and familiarity with the technology. Finally, this chapter provides recommendations for enhancing the flow experience of mobile AR try-on services. It is expected that this chapter might be of interest to retailers and researchers willing to explore mobile AR effectiveness through try-on-services such as the virtual fitting room (VFR).
Augmented reality, flow experience, mobile augmented reality, e-retailing, consumer experience, user experience, IKEA Place, digital transformation
162-183
Yang, Shuo-Yun
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Wanick, Vanissa
d2941cae-269e-4672-b448-8cb93e22e89e
Bazaki, Eirini
df6ddfcb-9794-48d9-95fc-f341f1d3c695
Yin, Yuanyuan
cdb7e6d5-a9d9-4ecc-bbaa-a10ea4350f39
March 2022
Yang, Shuo-Yun
c5393fde-6cff-428c-a22e-6ae74702a14c
Wanick, Vanissa
d2941cae-269e-4672-b448-8cb93e22e89e
Bazaki, Eirini
df6ddfcb-9794-48d9-95fc-f341f1d3c695
Yin, Yuanyuan
cdb7e6d5-a9d9-4ecc-bbaa-a10ea4350f39
Yang, Shuo-Yun, Wanick, Vanissa, Bazaki, Eirini and Yin, Yuanyuan
(2022)
Exploring the role of flow in augmented reality for mobile retailing: implications for practice and research.
In,
Rodrigues, Maria Antónia and Proença, João F.
(eds.)
Impact of Digital Transformation on the Development of New Business Models and Consumer Experience.
IGI Global, .
(doi:10.4018/978-1-7998-9179-6.ch009).
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Abstract
Augmented reality (AR) try-on services have been proven to enhance customer engagement and purchase intentions by enabling users to experience the sense of flow. While few studies focused on the design principles of mobile AR services, little has been done regarding the role of flow in consumer experience whilst interacting with try-on services. This chapter reviews the current design principles of mobile AR and examines its influence in consumer flow state. Through a task-based semi-structured interview with consumers (n=9), it was possible to observe that all participants did not enter the flow state due to lack of perceived control and familiarity with the technology. Finally, this chapter provides recommendations for enhancing the flow experience of mobile AR try-on services. It is expected that this chapter might be of interest to retailers and researchers willing to explore mobile AR effectiveness through try-on-services such as the virtual fitting room (VFR).
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Published date: March 2022
Keywords:
Augmented reality, flow experience, mobile augmented reality, e-retailing, consumer experience, user experience, IKEA Place, digital transformation
Identifiers
Local EPrints ID: 456290
URI: http://eprints.soton.ac.uk/id/eprint/456290
PURE UUID: 9f33db50-5ea9-4515-93b0-00def1e81917
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Date deposited: 27 Apr 2022 01:26
Last modified: 27 Apr 2024 01:58
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Contributors
Author:
Shuo-Yun Yang
Editor:
Maria Antónia Rodrigues
Editor:
João F. Proença
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