Abstract
This empirical study attempts to understand how augmented reality (AR) empowers the users to express themselves by using it. This study developed and tested a conceptual model that explained how augmented reality influences user satisfaction through identification. To test the hypotheses, a lab experiment of 99 college students was used. The results demonstrated that augmented reality significantly influenced identification, which in turn impacted on user satisfaction and purchase intention.
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This empirical study attempts to understand how augmented reality (AR) empowers the users to express themselves by using it. This study developed and tested a conceptual model that explained how augmented reality influences user satisfaction through identification. To test the hypotheses, a lab experiment of 99 college students was used. The results demonstrated that augmented reality significantly influenced identification, which in turn impacted on user satisfaction and purchase intention.
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© 2017 Academy of Marketing Science
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Poushneh, A. (2017). User’s Self-Expression in Augmented Reality: An Abstract. In: Stieler, M. (eds) Creating Marketing Magic and Innovative Future Marketing Trends. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-45596-9_212
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DOI: https://doi.org/10.1007/978-3-319-45596-9_212
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Publisher Name: Springer, Cham
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Online ISBN: 978-3-319-45596-9
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