Is Augmented Reality Technology an Effective Tool for E-commerce? An Interactivity and Vividness Perspective
Is Augmented Reality Technology an Effective Tool for E-commerce? An Interactivity and Vividness Perspective
Mark Yi-Cheon Yim,Shu-Chuan Chu,Paul L. Sauer
2017 · DOI: 10.1016/j.intmar.2017.04.001
902 Citations
TLDR
The results show that AR provides effective communication benefits by generating greater novelty, immersion, enjoyment, and usefulness, resulting in positive attitudes toward medium and purchase intention, compared to the web-based product presentations.