Augmented Reality and Consumer Behavior in E-Commerce

1. Auflage 2024
ISBN: 978-3-7597-8679-1
Verlag: BoD - Books on Demand

Buch, Englisch, Band 16, 186 Seiten, Paperback, Format (B × H): 148 mm x 210 mm, Gewicht: 278 g

Reihe: Electronic Commerce & Digital Markets

Augmented Reality (AR) is an innovative technology to improve product evaluation in e-commerce. It enables online consumers to project virtual product models into their surrounding real-world environment in real time using their mobile devices (e.g., projecting a virtual model of a sofa into its dedicated place in the living room via smartphone). AR can thus facilitate a more realistic online product evaluation and potentially increase sales. However, AR's effectiveness may depend on different usage contexts and product characteristics.

The main objective of this cumulative dissertation is to provide a better understanding of AR in e-commerce and resulting consumer behavior. To this end, this dissertation studies context- as well as product-related boundary conditions of AR's effectiveness in online product evaluation, and consumers' underlying psychological mechanisms. The author presents four independent articles, which are nested in a general introduction and conclusion. Methodologically, experimental approaches are pursued that allow for drawing causal conclusions (field, laboratory, lab-in-field experiment, and quasi-experimental analysis of retailer data).

The first article is a systematic literature review that establishes the foundation for the dissertation by reviewing consumer responses to AR usage in online and offline settings. The three subsequent quantitative-empirical articles examine the following aspects of AR usage: (1) the influence of the AR usage context on consumer perception of the evaluated product, (2) the role of AR in reducing spatial fit uncertainty in e-commerce, and (3) the effectiveness of AR in transferring implicit knowledge in corporate training situations. The results of this dissertation contribute to digital marketing research and provide actionable recommendations for managers.

Autoren/Hrsg.

Pfaff, Alexander

Spann, Martin

Über Autor(innen)

Spann, Martin
Martin Spann is a Professor of Electronic Commerce and Digital Markets at the LMU Munich School of Management at Ludwig-Maximilians-Universität München (LMU). His research focusses on business models in digital markets and the impact of information technology on consumer behavior. His work has been published in leading international journals such as Management Science, Marketing Science, Journal of Marketing, Information Systems Research, and MIS Quarterly. He studied Economics at the University of Kiel and obtained his PhD (2002) as well as his Habilitation (2005) from Goethe-University in Frankfurt. He has been a visiting scholar/professor at the University of California, Berkeley (UCB), New York University (NYU), the University of California at Los Angeles (UCLA), the University of Technology, Sydney (UTS), the University of Southern California (USC), and Bocconi University in Milan, Italy. From 2005 to 2010, he was a Professor of Marketing and Innovation at the University of Passau. He is a board member of the Center for Digital Technology and Management (CDTM) and member of the National Research Council of the Swiss National Science Foundation (SNSF).

Pfaff, Alexander
Alexander Pfaff completed his PhD at the LMU Munich School of Management at Ludwig-Maximilians-Universität München (LMU) in 2024, where he worked as a Doctoral Researcher at the Institute of Electronic Commerce and Digital Markets from 2018 to 2024. He holds a B.Sc. in Economics (2015) and a M.Sc. in Business Administration (2018) from LMU. During his postgraduate studies, he also earned a Master of Business Research (2021) from LMU Munich School of Management.

Alexander Pfaff:
Alexander Pfaff completed his PhD at the LMU Munich School of Management at Ludwig-Maximilians-Universität München (LMU) in 2024, where he worked as a Doctoral Researcher at the Institute of Electronic Commerce and Digital Markets from 2018 to 2024. He holds a B.Sc. in Economics (2015) and a M.Sc. in Business Administration (2018) from LMU. During his postgraduate studies, he also earned a Master of Business Research (2021) from LMU Munich School of Management.

Martin Spann:
Martin Spann is a Professor of Electronic Commerce and Digital Markets at the LMU Munich School of Management at Ludwig-Maximilians-Universität München (LMU). His research focusses on business models in digital markets and the impact of information technology on consumer behavior. His work has been published in leading international journals such as Management Science, Marketing Science, Journal of Marketing, Information Systems Research, and MIS Quarterly. He studied Economics at the University of Kiel and obtained his PhD (2002) as well as his Habilitation (2005) from Goethe-University in Frankfurt. He has been a visiting scholar/professor at the University of California, Berkeley (UCB), New York University (NYU), the University of California at Los Angeles (UCLA), the University of Technology, Sydney (UTS), the University of Southern California (USC), and Bocconi University in Milan, Italy. From 2005 to 2010, he was a Professor of Marketing and Innovation at the University of Passau. He is a board member of the Center for Digital Technology and Management (CDTM) and member of the National Research Council of the Swiss National Science Foundation (SNSF).