How Does Extended Reality Influence Consumer Decision Making? The Empirical Evidence from A Laboratory Experiment

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dc.contributor.authorXi, Nannan
dc.contributor.authorBampouni, Elpida
dc.contributor.authorHamari, Juho
dc.date.accessioned2021-12-24T17:33:15Z
dc.date.available2021-12-24T17:33:15Z
dc.date.issued2022-01-04
dc.description.abstractExtended reality (XR) technologies such as virtual reality (VR) and augmented reality (AR) have been postulated to revolutionize many human endeavors commonly undertaken at a location such as work, education, shopping and so on. While this future scenario may become reality sooner or later in the future, it is an increasingly pertinent question how these technologies may affect our cognitive processing and related decision making. Especially in business and marketing, consumers’ decision making and choice plays the determining role in the business success. Therefore in this study we conduct a laboratory experiment in the shopping context for investigating the two main aspects of consumer decision making (quality and satisfaction) in four different extended reality conditions; physical reality, augmented reality, virtual reality and augmented virtuality (N = 160). The results show that XR technologies differentially influence consumer decision making. More specifically, AR had no significant effect on decision quality or satisfaction; while VR was positively associated with decision quality. In addition, there was no significant interaction effect between AR and VR on decision making.
dc.format.extent9 pages
dc.identifier.doi10.24251/HICSS.2022.222
dc.identifier.isbn978-0-9981331-5-7
dc.identifier.urihttp://hdl.handle.net/10125/79554
dc.language.isoeng
dc.relation.ispartofProceedings of the 55th Hawaii International Conference on System Sciences
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 International
dc.rights.urihttps://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subjectMixed, Augmented and Virtual Reality: Services and Applications
dc.subjectar
dc.subjectvr
dc.subjectmr
dc.subjectshopping
dc.subjectdecision making
dc.titleHow Does Extended Reality Influence Consumer Decision Making? The Empirical Evidence from A Laboratory Experiment
dc.type.dcmitext

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