Cognitive, affective, and behavioral consumer responses to augmented reality in e-commerce: A comparative study

This study explores the relative advantage of augmented reality (AR) over web-based product presentations. We develop a consumer response model and compare consumers’ reactions to the IKEA Place app and IKEA mobile website on smartphones. The results reveal that AR outperforms web-based product presentations by generating greater immersion and enjoyment, whereas the opposite is true for media usefulness. The findings further show that behavioral...