Understanding customer satisfaction of augmented reality in retail: a human value orientation and consumption value perspective
Information Technology & People
ISSN: 0959-3845
Article publication date: 9 August 2022
Issue publication date: 8 September 2023
Abstract
Purpose
While customer perceived augmented reality (AR) values have generally enhanced customer experience, AR value would be appreciated the most by a consumer segment that remains unexplored. Drawing from human value orientation theory and consumption value theory, this research proposes a new model analysing the effects of human value orientation (openness to change, conservation, self-transcendence, and self-enhancement) on perceived AR values (playful, social, visual appeal, usability) and subsequently the effects on customer satisfaction.
Design/methodology/approach
:The authors employed a two-step online data collection. The first step was to identify those who had used retailers' AR applications, who were then invited to participate in the full survey in the second step. A sample of 253 AR technology users' data was analysed using partial least square and structural equation modelling.
Findings
The results reveal that each human value orientation is associated with its unique perceived AR values and that various perceived AR values influence customer satisfaction differently.
Originality/value
This study shows the pivotal role human value orientation plays in influencing customer perceived AR values and their impacts on customer satisfaction. The findings offer key implications for digital marketing segmentation.
Keywords
Citation
Wang, W., Cao, D. and Ameen, N. (2023), "Understanding customer satisfaction of augmented reality in retail: a human value orientation and consumption value perspective", Information Technology & People, Vol. 36 No. 6, pp. 2211-2233. https://doi.org/10.1108/ITP-04-2021-0293
Publisher
:Emerald Publishing Limited
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