000124457 001__ 124457
000124457 005__ 20241125101151.0
000124457 0247_ $$2doi$$a10.1089/cyber.2022.0087
000124457 0248_ $$2sideral$$a132838
000124457 037__ $$aART-2023-132838
000124457 041__ $$aeng
000124457 100__ $$0(orcid)0000-0001-8353-3870$$aBarta, S.$$uUniversidad de Zaragoza
000124457 245__ $$aHow augmented reality increases engagement through its impact on risk and the decision process
000124457 260__ $$c2023
000124457 5060_ $$aAccess copy available to the general public$$fUnrestricted
000124457 5203_ $$aAugmented reality (AR) overcomes one of the main limitations of e-commerce, such as the prepurchase trial. The consumer can virtually see how a product is integrated into the real world through this technology. Therefore, AR may reduce the perceived risk of buying a product online. Despite existing research, the impact of AR on the consumer decision process needs to be further explored. Consequently, this research aims to understand the impact of AR on the perception of risk and the purchase decision process, considering decision comfort and decision confidence. Through a between-subjects experiment, the results show that AR reduces the risk of online shopping. However, it has no direct effect on the decision process. Reducing risk and the comfort it brings generates decision confidence and satisfaction with the shopping experience. This satisfaction will generate engagement toward the online shop platform. The research highlights the process through which AR impacts the decision-making process. The implications for AR marketing theory and managerial implications in the age of the metaverse are discussed.
000124457 536__ $$9info:eu-repo/grantAgreement/ES/MCIU/PID2019-105468RB-I00$$9info:eu-repo/grantAgreement/ES/MCIU/FPU18-02037$$9info:eu-repo/grantAgreement/ES/MCIU/EST21-00627$$9info:eu-repo/grantAgreement/ES/DGA/S20-20R$$9info:eu-repo/grantAgreement/ES/DGA-FSE/LMP51-21
000124457 540__ $$9info:eu-repo/semantics/openAccess$$aAll rights reserved$$uhttp://www.europeana.eu/rights/rr-f/
000124457 590__ $$a4.2$$b2023
000124457 592__ $$a1.436$$b2023
000124457 591__ $$aPSYCHOLOGY, SOCIAL$$b9 / 76 = 0.118$$c2023$$dQ1$$eT1
000124457 593__ $$aApplied Psychology$$c2023$$dQ1
000124457 593__ $$aCommunication$$c2023$$dQ1
000124457 593__ $$aSocial Psychology$$c2023$$dQ1
000124457 593__ $$aHuman-Computer Interaction$$c2023$$dQ1
000124457 593__ $$aMedicine (miscellaneous)$$c2023$$dQ1
000124457 593__ $$aComputer Science Applications$$c2023$$dQ1
000124457 594__ $$a9.6$$b2023
000124457 655_4 $$ainfo:eu-repo/semantics/article$$vinfo:eu-repo/semantics/submittedVersion
000124457 700__ $$0(orcid)0000-0002-5487-5203$$aGurrea, R.$$uUniversidad de Zaragoza
000124457 700__ $$0(orcid)0000-0001-7118-9013$$aFlavián, C.$$uUniversidad de Zaragoza
000124457 7102_ $$14011$$2095$$aUniversidad de Zaragoza$$bDpto. Direc.Mark.Inves.Mercad.$$cÁrea Comerci.Investig.Mercados
000124457 773__ $$g26, 3 (2023), 177-187$$pCYBERPSYCHOLOGY BEHAVIOR AND SOCIAL NETWORKING$$tCYBERPSYCHOLOGY BEHAVIOR AND SOCIAL NETWORKING$$x2152-2715
000124457 8564_ $$s680194$$uhttps://zaguan.unizar.es/record/124457/files/texto_completo.pdf$$yPostprint
000124457 8564_ $$s663167$$uhttps://zaguan.unizar.es/record/124457/files/texto_completo.jpg?subformat=icon$$xicon$$yPostprint
000124457 909CO $$ooai:zaguan.unizar.es:124457$$particulos$$pdriver
000124457 951__ $$a2024-11-22-12:06:53
000124457 980__ $$aARTICLE