Augmented reality in retail: A trade-off between user's control of access to personal information and augmentation quality

This study conducted a qualitative experimental study to develop a scale, augmentation quality that measures the output quality of augmented reality. Augmentation quality is a new aspect of user experience being captured through interaction with augmented reality. Since controlling access to their personal information is a significant concern of users, this study also conducted a quantitative experimental study and applied equity theory to examine how augmentation quality and users’ control of access to their personal information impacts user satisfaction. This study was conducted in three different contexts: online shopping, entertainment services, and basic service maintenance. ANOVA was applied to examine the significant differences in user satisfaction, user's control of access to personal information, and augmentation quality across the three contexts. Results indicated that individuals pay attention to both the privacy of their personal information as well as augmentation quality. The results also indicated that the ability to control access to personal information significantly affects user satisfaction. The results of this study carry important managerial implications for augmented reality developers and retailers.

[1]  Chi-Ren Shyu,et al.  How Can Virtual Reality Reshape Furniture Retailing? , 2008 .

[2]  Eleonora Pantano,et al.  Modeling innovative points of sales through virtual and immersive technologies , 2012 .

[3]  Steven A. Taylor,et al.  An assessment of the relationship between service quality and customer satisfaction in the formation of consumers' purchase intentions , 1994 .

[4]  Hairong Li,et al.  Characteristics of virtual experience in electronic commerce: A protocol analysis , 2001 .

[5]  H. Timmermans,et al.  What is smart for retailing , 2014 .

[6]  Miriam J. Metzger.  Privacy, Trust, and Disclosure: Exploring Barriers to Electronic Commerce , 2006, J. Comput. Mediat. Commun..

[7]  A. Fiore,et al.  Effect of image interactivity technology on consumer responses toward the online retailer , 2005 .

[8]  Wojciech Cellary,et al.  Evaluation of learners' attitude toward learning in ARIES augmented reality environments , 2013, Comput. Educ..

[9]  Tseng-Lung Huang,et al.  Formation of augmented-reality interactive technology's persuasive effects from the perspective of experiential value , 2014, Internet Res..

[10]  Arturo Z. Vasquez-Parraga,et al.  Discernible impact of augmented reality on retail customer's experience, satisfaction and willingness to buy , 2017 .

[11]  R. Oliver.  Measurement and evaluation of satisfaction processes in retail settings. , 1981 .

[12]  Savvas Papagiannidis,et al.  To immerse or not? Experimenting with two virtual retail environments , 2017, Inf. Technol. People.

[13]  Stephen L. Scott,et al.  ASC: an associative-computing paradigm , 1994, Computer.

[14]  Jiyeon Kim,et al.  Sensory enabling technology acceptance model (SE‐TAM): A multiple‐group structural model comparison , 2008 .

[15]  Adams Js.  Towards an understanding of inequity , 1963 .

[16]  Chang Liu,et al.  American and Taiwanese Perceptions Concerning Privacy, Trust, and Behavioral Intentions in Electronic Commerce , 2004, J. Glob. Inf. Manag..

[17]  Daniel Baier,et al.  Enhancing the online decision-making process by using augmented reality: A two country comparison of youth markets , 2017 .

[18]  Frank Biocca,et al.  Comparing Differences in Presence during Social Interaction in Augmented Reality versus Virtual Reality Environments: An Exploratory Study , 2004 .

[19]  M. Bulearca,et al.  Augmented Reality: A Sustainable Marketing Tool? , 2010 .

[20]  Dhruv Grewal,et al.  The influence of internet-retailing factors on price expectations , 2003 .

[21]  Jonathan Steuer,et al.  Defining virtual reality: dimensions determining telepresence , 1992 .

[22]  Kaisa Väänänen,et al.  Expected user experience of mobile augmented reality services: a user study in the context of shopping centres , 2011, Personal and Ubiquitous Computing.

[23]  Paul L. Sauer,et al.  Is Augmented Reality Technology an Effective Tool for E-commerce? An Interactivity and Vividness Perspective , 2017 .

[24]  S. Forsythe,et al.  Adoption of Virtual Try-on technology for online apparel shopping , 2008 .

[25]  Hal G. Gueutal,et al.  A Field Experiment Comparing Information-Privacy Values, Beliefs, and Attitudes Across Several Types of Organizations , 1983 .

[26]  T. Jung,et al.  The determinants of recommendations to use augmented reality technologies: the case of a Korean theme park. , 2015 .

[27]  Batya Friedman,et al.  Trust online , 2000, CACM.