I want it my way! The effect of perceptions of personalization through augmented reality and online shopping on customer intentions to co-create value

作者：

Highlights：

• Perceived personalization leads to heightened perceptions of risk and trust in both AR, and online environments.

• Perceived trust and risk fully mediate perceived personalization and intention to co-create within AR shopping.

• Perceived trust partially mediates perceived personalization and intention to co-create within online shopping.

• Perceived value moderates the relationship between perceived personalization and risk but not trust.

摘要

•Perceived personalization leads to heightened perceptions of risk and trust in both AR, and online environments.•Perceived trust and risk fully mediate perceived personalization and intention to co-create within AR shopping.•Perceived trust partially mediates perceived personalization and intention to co-create within online shopping.•Perceived value moderates the relationship between perceived personalization and risk but not trust.

论文关键词：Augmented reality,Personalization,Perceived value,Perceived trust,Perceived risk,Co-creation,Service-dominant logic

论文评审过程：Received 8 March 2021, Revised 14 October 2021, Accepted 18 November 2021, Available online 3 December 2021, Version of Record 3 December 2021.

论文官网地址：https://doi.org/10.1016/j.chb.2021.107105