[Paper Review] How customers' satisfaction change with the use of AR shopping application: A conceptuall model

Fariba Sanaei|arXiv (Cornell University)|Jan 19, 2024

Technology Adoption and User Behaviour5 citations

TL;DR

Proposes a conceptual model linking perceived levels of experiential AR features to customer experience, satisfaction, and purchase behavior, with immersion mediating between AR features and experience.

ABSTRACT

The paper proposes a conceptual model of how different perceived levels of experiential AR application features have effects on customer experience, and in turn their satisfaction and purchase behavior. In addition, it put forward the mediation role of immersion between perceived levels of experiential AR application features and customers experience.

Motivation & Objective

• Motivate understanding of how AR shopping experiences affect customer satisfaction and purchase behavior.
• Propose a conceptual model outlining the relationships between AR feature perceptions, immersion, customer experience, and outcomes.
• Highlight the mediating role of immersion between AR features and customer experience.

Proposed method

• Proposes a conceptual framework linking perceived AR feature levels to customer experience and outcomes.
• Identifies immersion as a mediator between AR features and customer experience.

Experimental results

Research questions

• RQ1 How do perceived levels of experiential AR application features affect customer experience?
• RQ2 What is the mediating role of immersion between AR feature perceptions and customer experience?
• RQ3 How do changes in customer experience relate to satisfaction and purchase behavior in AR shopping contexts?

Key findings

• A conceptual model is proposed detailing how experiential AR features influence customer experience and consequent satisfaction and purchase behavior.
• Immersion is posited as a mediator between perceived AR features and customer experience.