Try online before you buy: How does shopping with augmented reality affect brand responses and personal data disclosure

作者：

Highlights：

• Shopping with Augmented Reality (AR) offers a ‘try before you buy’ experience.

• AR enhances the perceived informativeness and enjoyment.

• Informativeness increases purchase intentions and willingness to share personal data.

• Enjoyment leads to an affective process yielding a more positive brand attitude.

• While AR raises perceived intrusiveness, it did not negatively affect brand response.s

摘要

•Shopping with Augmented Reality (AR) offers a ‘try before you buy’ experience.•AR enhances the perceived informativeness and enjoyment.•Informativeness increases purchase intentions and willingness to share personal data.•Enjoyment leads to an affective process yielding a more positive brand attitude.•While AR raises perceived intrusiveness, it did not negatively affect brand response.s

论文关键词：Augmented reality,Persuasion,Online shopping,Informativeness,Enjoyment,Intrusiveness,Personal data disclosure

论文评审过程：Received 15 January 2019, Revised 23 April 2019, Accepted 26 April 2019, Available online 29 April 2019, Version of Record 8 May 2019.

论文官网地址：https://doi.org/10.1016/j.elerap.2019.100854