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CUSTOMER PRESENT DISSATISFACTION AND FUTURE SATISFACTION WITH AUGMENTED REALITY USED IN SHOPPING AND ENTERTAINMENT
Abstract
Augmented reality technology is intended to enhance user’s experience in shopping or seeking entertainment. If enhancement is low or non-existent, it may not be because augmented reality (AR) is faulty; it may be because AR did not provide sufficient attributes to satisfy customers. Based on a study with adult consumers, this study examines the level of satisfaction or dissatisfaction achieved by some users of AR in shopping and entertainment. The results show a significant discrepancy between what consumers expected to be offered when engaging augmented reality in shopping or entertainment and what they actually experienced. Consumers expected high levels of interactivity, high quality of augmentation (realistic view and telepresence), high levels of information, and the availability of crucial utilities (search features, narration, quick response, and need for touch). Consumers experienced fun, pleasure, connectivity, but they also encountered low levels of interactivity, and low levels of information. Important implications for researchers and managers are drawn from this discrepancy.
References
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Ha, L. and James, E.L. (1998), “ Interactivity Reexamined: A Baseline Analysis of Early Business Web Sites,” Journal of Broadcasting and Electronic Media, 42(4), 457-474.
Hassenzahl, M. and Tractinsky, N. (2006), “User Experience-A Research Agenda,” Behaviour and information technology, 25 (2), 91-97.
Hassenzahl, M., Platz, A., Burmester, M. and Lehner, K. (2000), “Hedonic and Ergonomic Quality Aspects Determine A Software's Appeal,” Proceedings of the SIGCHI Conference on Human Factors in Computing Systems, Amesterdam, Netherland, April 1- 6, 2000, NewYork, pp.201-208.
Hassenzahl, M., Burmester, M. and Koller, F. (2003), “AttrakDiff: Ein Fragebogen Zur Messung Wahrgenommener Hedonischer und Pragmatischer Qualität,” In Mensch and Computer, 187-196.
Jordan, P.W. (1998), “Human Factors For Pleasure In Product use,” Applied ergonomics, 29(1), 25-33.
Jung, T., Chung, N. and Leue, M.C. (2015), “The Determinants of Recommendations to Use Augmented Reality Technologies: The Case of A Korean Theme Park,” Tourism Management, 49, 75-86.
Kim, J. and Forsythe, S. (2008a), “Adoption of Virtual Try?On Technology for Online Apparel Shopping,” Journal of Interactive Marketing, 22(2), 45-59.
Kim, J. and Forsythe, S. (2008b), “Sensory Enabling Technology Acceptance Model (SE?TAM): A Multiple-Group Structural Model Comparison,” Psychology and Marketing, 25 (9), 901-922.
Koufaris, M. and Ajit Kambil, P.A.L. (2001), “Consumer behavior in web-based commerce: An Empirical Study,” International Journal of Electronic Commerce, 6 (2), 115-138.
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Klein, L.R. (1998), “ Evaluating The Potential of Interactive Media Through A New Lens: Search Versus Experience Goods,” Journal of Business Research, 41(3), 195-203.
Lamantia, J. (2009), “Inside Out: Interaction Design for Augmented Reality,” UXmatters, 17.
Lee, T. (2005), “The Impact of Perceptions of Interactivity On Customer Trust and Transaction Intentions in Mobile Commerce,” Journal of Electronic Commerce Research, 6(3), 165.
Li, H., Daugherty, T. and Biocca, F. (2001), “Characteristics of Virtual Experience in Electronic Commerce: A Protocol Analysis,” Journal of Interactive Marketing, 15(3), 13-30.
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McCarthy, J. and Wright, P. (2004), “Technology As Experience,” Interactions, 11(5), 42-43.
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Olsson, T., Kärkkäinen, T., Lagerstam, E. and Ventä-Olkkonen, L. (2012), “User Evaluation of Mobile Augmented Reality Scenarios,” Journal of Ambient Intelligence and Smart Environments,4(1), 29-47.
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Park, J., Han, S.H., Kim, H.K., Cho, Y. and Park, W. (2013), “Developing Elements of User Experience for Mobile Phones and Services: Survey, Interview, And Observation Approaches,” Human Factors and Ergonomics in Manufacturing and Service Industries, 23(4), 279-293.
Steuer, J. (1992), “Defining virtual reality: Dimensions Determining Telepresence,” Journal of Communication, 42 (4), 73-93.
Swan, J.E. and Gabbard, J.L. (2005), “Survey of user-based experimentation in augmented reality,” Proceedings of 1st International Conference on Virtual Reality, Las Vegas, USA, July, 2005, pp.1-9.
Tang, A., Biocca, F. and Lim, L. (2004), “Comparing Differences in Presence During Social Interaction in Augmented Reality Versus Virtual Reality Environments: An Exploratory Study,” in Proceedings of PRESENCE, Valencia, Spain, October 13-15, 2004, pp. 204-208.
Tractinsky, N., Katz, A.S. and Ikar, D. (2000), “What Is Beautiful Is Usable,” Interacting With Computers, 13(2), 127-145.
Wang, H.H. and Chen, C.Y. (2011), “System Quality, User Satisfaction and Perceived Net Benefits of Mobile Broadband Services,” Proceedings of 8th International Telecommunication Society Asia-Pacific Regional Conference, Taiwan, 26-29, June, 2011.
Arhippainen, L. and Tähti, M. (2003), “ Empirical Evaluation of User Experience in Two Adaptive Mobile Application Prototypes,”Proceedings of the 2nd International Conference on Mobile and Ubiquitous Multimedia, December, 2003, 11(7), pp. 27-34. Linköping University Electronic Press.
Butler, K.A. (1996), “Usability Engineering Turns 10,” Interactions, 3(1), 58-75.
Caudell, T.P. and Mizell, D.W. (1992), “ Augmented Reality: An Application of Heads-Up Display Technology to Manual Manufacturing Processes,” Proceedings of the Twenty- Fifth Hawaii International Conference, January 7-10, 1992, pp. 659-669. IEEE.
Chen, L.Y. (2013), “The Quality of Mobile Shopping System and Its Impact on Purchase Intention and Performance,” International Journal of Managing Information Technology, 5(2), 23.
Draper, S.W. (1999), “ Analysing Fun As A Candidate Software Requirement,”Personal Technologies, 3(3), 117-122.
Fiore, A.M., Kim, J. and Lee, H.H. (2005), “ Effect of Image Interactivity Technology on Consumer Responses Toward the Online Retailer,” Journal of Interactive Marketing, 19 (3), 38-53.
Fiore, A.M. and Jin, H.J. (2003), “ Influence of Image Interactivity on Approach Responses Towards An Online Retailer,” Internet Research, 13(1), 38-48.
Forlizzi, J. and Ford, S. (2000), “ The Building Blocks of Experience: An Early Framework For Interaction Designers,” Proceedings of the 3rd conference on Designing Interactive Systems: Processes, Practices, Methods, and Techniques, New York, pp. 419-423. ACM.
Ha, L. and James, E.L. (1998), “ Interactivity Reexamined: A Baseline Analysis of Early Business Web Sites,” Journal of Broadcasting and Electronic Media, 42(4), 457-474.
Hassenzahl, M. and Tractinsky, N. (2006), “User Experience-A Research Agenda,” Behaviour and information technology, 25 (2), 91-97.
Hassenzahl, M., Platz, A., Burmester, M. and Lehner, K. (2000), “Hedonic and Ergonomic Quality Aspects Determine A Software's Appeal,” Proceedings of the SIGCHI Conference on Human Factors in Computing Systems, Amesterdam, Netherland, April 1- 6, 2000, NewYork, pp.201-208.
Hassenzahl, M., Burmester, M. and Koller, F. (2003), “AttrakDiff: Ein Fragebogen Zur Messung Wahrgenommener Hedonischer und Pragmatischer Qualität,” In Mensch and Computer, 187-196.
Jordan, P.W. (1998), “Human Factors For Pleasure In Product use,” Applied ergonomics, 29(1), 25-33.
Jung, T., Chung, N. and Leue, M.C. (2015), “The Determinants of Recommendations to Use Augmented Reality Technologies: The Case of A Korean Theme Park,” Tourism Management, 49, 75-86.
Kim, J. and Forsythe, S. (2008a), “Adoption of Virtual Try?On Technology for Online Apparel Shopping,” Journal of Interactive Marketing, 22(2), 45-59.
Kim, J. and Forsythe, S. (2008b), “Sensory Enabling Technology Acceptance Model (SE?TAM): A Multiple-Group Structural Model Comparison,” Psychology and Marketing, 25 (9), 901-922.
Koufaris, M. and Ajit Kambil, P.A.L. (2001), “Consumer behavior in web-based commerce: An Empirical Study,” International Journal of Electronic Commerce, 6 (2), 115-138.
Kozick, Z. and Gettliffe, C. (2010), “Why Augmented Relity Needs A Reality Check,”Mobile AR Summit, http://www.perey.com/MobileARSummit/Omniar-Augmented-Reality-Reality-Check.pdf.
Klein, L.R. (1998), “ Evaluating The Potential of Interactive Media Through A New Lens: Search Versus Experience Goods,” Journal of Business Research, 41(3), 195-203.
Lamantia, J. (2009), “Inside Out: Interaction Design for Augmented Reality,” UXmatters, 17.
Lee, T. (2005), “The Impact of Perceptions of Interactivity On Customer Trust and Transaction Intentions in Mobile Commerce,” Journal of Electronic Commerce Research, 6(3), 165.
Li, H., Daugherty, T. and Biocca, F. (2001), “Characteristics of Virtual Experience in Electronic Commerce: A Protocol Analysis,” Journal of Interactive Marketing, 15(3), 13-30.
Lu, Y. and Smith, S. (2007), “Augmented Reality E-Commerce Assistant System: Trying While Shopping,” In International Conference on Human-Computer Interaction, Beijing, China, July 22-27, 2007, Springer Berlin Heidelberg, , pp. 643-652.
McCarthy, J. and Wright, P. (2004), “Technology As Experience,” Interactions, 11(5), 42-43.
Nui Polatoglu, V. and Ekin, S. (2001), “An Empirical Investigation of the Turkish Consumers' Acceptance of Internet Banking Services,” International Journal of Bank Marketing, 19(4), 156-165.
Olsson, T., Kärkkäinen, T., Lagerstam, E. and Ventä-Olkkonen, L. (2012), “User Evaluation of Mobile Augmented Reality Scenarios,” Journal of Ambient Intelligence and Smart Environments,4(1), 29-47.
Olsson, T., Lagerstam, E., Kärkkäinen, T. and Väänänen-Vainio-Mattila, K. (2013), “Expected User Experience of Mobile Augmented Reality Services: A User Study In the Context of Shopping Centres,” Personal and Ubiquitous Computing, 17(2), 287-304.
Park, J., Han, S.H., Kim, H.K., Cho, Y. and Park, W. (2013), “Developing Elements of User Experience for Mobile Phones and Services: Survey, Interview, And Observation Approaches,” Human Factors and Ergonomics in Manufacturing and Service Industries, 23(4), 279-293.
Steuer, J. (1992), “Defining virtual reality: Dimensions Determining Telepresence,” Journal of Communication, 42 (4), 73-93.
Swan, J.E. and Gabbard, J.L. (2005), “Survey of user-based experimentation in augmented reality,” Proceedings of 1st International Conference on Virtual Reality, Las Vegas, USA, July, 2005, pp.1-9.
Tang, A., Biocca, F. and Lim, L. (2004), “Comparing Differences in Presence During Social Interaction in Augmented Reality Versus Virtual Reality Environments: An Exploratory Study,” in Proceedings of PRESENCE, Valencia, Spain, October 13-15, 2004, pp. 204-208.
Tractinsky, N., Katz, A.S. and Ikar, D. (2000), “What Is Beautiful Is Usable,” Interacting With Computers, 13(2), 127-145.
Wang, H.H. and Chen, C.Y. (2011), “System Quality, User Satisfaction and Perceived Net Benefits of Mobile Broadband Services,” Proceedings of 8th International Telecommunication Society Asia-Pacific Regional Conference, Taiwan, 26-29, June, 2011.
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