The effect of consumer inspiration on experience extension in augmented reality marketing

Abstract

PurposeThis study aims to examine the impact of augmented reality (AR) expertise and augmentation quality on consumer inspiration and the subsequent effect of consumer inspiration on experience extension. This study sets out to investigate the mediating role of application/brand (app/brand) congruence between consumer inspiration and experience extension.Design/methodology/approachThe research sample consisted of consumers who used the AR application of the "Atasun Optik" brand, which allowed them to experience products using AR technology. Data analysis was conducted using the Smart PLS (Partial Least Squares) statistical software.FindingsAccording to the structural equation modeling analysis results, AR quality and AR expertise positively affected consumer inspiration. In addition, inspiration positively affected app/brand congruence. However, no effect of inspiration on direct experience extension was found. The results revealed that app/brand congruence had a full mediation effect between consumer inspiration and experience extension.Originality/valueThis study contributes to the growing body of AR marketing knowledge by revealing consumer inspiration's indirect role in the experience extension. Unlike previous studies that primarily associate inspiration with direct behavioral outcomes, the findings demonstrate that app/brand congruence fully mediates the relationship between inspiration and experience extension. Additionally, this study provides novel empirical evidence on the impact of AR expertise and augmentation quality on consumer inspiration, addressing a gap in the literature. By highlighting the mediating role of app/brand congruence, this research advances the understanding of how AR experiences shape consumer behavior beyond immediate purchase intentions.

El efecto de la inspiraci & oacute;n del consumidor en la extensi & oacute;n de la experiencia en el marketing de realidad aumentadaObjetivoEste estudio examina el impacto de la experiencia en realidad aumentada (AR) y la calidad de la aumentaci & oacute;n en la inspiraci & oacute;n del consumidor, as & iacute; como el efecto posterior de la inspiraci & oacute;n del consumidor en la extensi & oacute;n de la experiencia. Adem & aacute;s, se investiga el papel mediador de la congruencia aplicaci & oacute;n/marca (app/marca) entre la inspiraci & oacute;n del consumidor y la extensi & oacute;n de la experiencia.Dise & ntilde;o/metodolog & iacute;a/enfoqueLa muestra de investigaci & oacute;n estuvo compuesta por consumidores que utilizaron la aplicaci & oacute;n de realidad aumentada de la marca "Atasun Optik", la cual les permit & iacute;a experimentar productos mediante tecnolog & iacute;a AR. El an & aacute;lisis de datos se llev & oacute; a cabo utilizando el software estad & iacute;stico Smart PLS (Partial Least Squares).ResultadosSeg & uacute;n los resultados del an & aacute;lisis de modelado de ecuaciones estructurales, la calidad de AR y la experiencia en AR afectaron positivamente la inspiraci & oacute;n del consumidor. Adem & aacute;s, la inspiraci & oacute;n influy & oacute; positivamente en la congruencia app/marca. Sin embargo, no se encontr & oacute; un efecto directo de la inspiraci & oacute;n en la extensi & oacute;n de la experiencia. Los resultados revelaron que la congruencia app/marca tuvo un efecto de mediaci & oacute;n total entre la inspiraci & oacute;n del consumidor y la extensi & oacute;n de la experiencia.Originalidad/valorEste estudio contribuye al creciente cuerpo de conocimiento sobre el marketing de realidad aumentada al revelar el papel indirecto de la inspiraci & oacute;n del consumidor en la extensi & oacute;n de la experiencia. A diferencia de estudios previos que principalmente asocian la inspiraci & oacute;n con resultados conductuales directos, nuestros hallazgos demuestran que la congruencia app/marca media completamente la relaci & oacute;n entre la inspiraci & oacute;n y la extensi & oacute;n de la experiencia. Adem & aacute;s, este estudio proporciona nueva evidencia emp & iacute;rica sobre el impacto de la experiencia en AR y la calidad de la aumentaci & oacute;n en la inspiraci & oacute;n del consumidor, abordando una brecha en la literatura. Al resaltar el papel mediador de la congruencia app/marca, esta investigaci & oacute;n ampl & iacute;a la comprensi & oacute;n de c & oacute;mo las experiencias de AR influyen en el comportamiento del consumidor m & aacute;s all & aacute; de las intenciones de compra inmediatas.

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