9.11 Augmented Reality
Yim, Chu, and Sauer (2017)
When compared to web-based product presentations, AR provides effective communication benefits by providing better novelty, immersion, enjoyment, and utility, leading to better attitudes regarding medium and purchase intention.
In the AR condition, immersion mediates the relationship between interactivity/vividness and two performance outcomes: usefulness and enjoyment, whereas on the web, no significant routes between interactivity and immersion, nor between previous media exposure and media novelty are found.
Two schools define Interactivity (p. 91)
Technological outcome: focus on speed, mapping, range (i.e., the extent to which one can manipulate content).
Users’ subjective perceptions: very much related to motivation (then what is the contribution of this school of thought?)
Vividness (i.e., realness, realism, or richness) is “the ability of a technology to produce a sensorially rich mediated environment” \[@steuer1992, p. 80\] (which is very similar to the mapping aspect of Interactivity, then wouldn’t it be hard to operationalize these two constructs).
- Technological perspective: vividness increases depth and breadth of the usage experience
Model (p.94): it makes sense that media usefulness and enjoyment directly affect attitude toward medium. However, immersion could potentially directly affect purchase intention via the path of attitude toward the product.