Is Augmented Reality Technology an Effective Tool for E-commerce? An Interactivity and Vividness Perspective

Yi‐Cheon Yim, Mark; Chu, Shu‐Chuan; Sauer, Paul

doi:10.1016/j.intmar.2017.04.001

Public

Is Augmented Reality Technology an Effective Tool for E-commerce? An Interactivity and Vividness Perspective

Published in Journal of Interactive Marketing • Jun 27, 2017

Authors:

Mark Yi‐Cheon Yim

Shu‐Chuan Chu

Paul Sauer

Abstract

This study evaluates the effectiveness of augmented reality (AR) as an e-commerce tool using two products — sunglasses and watches. Study 1 explores the effectiveness of AR by comparing it to a conventional website. The results show that AR provides effective communication benefits by generating gre...

Subject

Interactivity

Novelty

Immersion (mathematics)

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