Augmented Reality in Offline Retail: Integrating the Affordance and Means-End Chain Perspectives Teh, Camen Phang, Chee Wei Chong, Alain Yee Long Guo, Zixiu 2020-12-24T19:18:41Z 2020-12-24T19:18:41Z 2021-01-05
dc.description.abstract This paper presents an integrated approach that combines both the affordance and means-end chain (MEC) perspectives to examine the cognitive structure of offline retail consumers in relation to the material properties of Augmented Reality (AR) technology. Drawing from both perspectives, we propose that while an information technology (IT) artefact gives rise to affordances through its interactions with users’ goals, personal values play a role in the emergence of affordances as well. We present our preliminary study whereby we conducted 15 laddering interviews to investigate how consumers use AR, the benefits that consumers seek to obtain when using AR in offline retail and why they seek to pursue them. Our findings suggest that the AR affordances that emerged in relation to consumers’ goals enable consumers to achieve both utilitarian and hedonic values. Further, we identified and discussed AR-related boundaries stemming from user and AR capacity limitations. Based on our exploratory findings and proposed integrated framework, we conclude this paper with suggestions on potential future research directions.
dc.format.extent 10 pages
dc.identifier.doi 10.24251/HICSS.2021.195
dc.identifier.isbn 978-0-9981331-4-0
dc.language.iso English
dc.relation.ispartof Proceedings of the 54th Hawaii International Conference on System Sciences
dc.rights Attribution-NonCommercial-NoDerivatives 4.0 International
dc.subject Mixed, Augmented and Virtual Reality: Services and Applications
dc.subject affordance
dc.subject augmented reality
dc.subject means end chain
dc.subject retail
dc.title Augmented Reality in Offline Retail: Integrating the Affordance and Means-End Chain Perspectives
prism.startingpage 1613
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