100% satisfaction guarantee Immediately available after payment Both online and in PDF No strings attached
Previously searched by you
Summary of the article "Augmenting the eye of the beholder: exploring the strategic potential of augmented reality to enhance online service experiences"$3.21
Summary of the article "Augmenting the eye of the beholder: exploring the strategic potential of augmented reality to enhance online service experiences"
This is a summary of the article "Augmenting the eye of the beholder: exploring the strategic potential of augmented reality to enhance online service experiences" of Hilken, de Ruyter, Chylinski, Mahr and Keeling (2017)
augmenting the eye of the beholder exploring the strategic potential of augmented reality to enhance online service experiences
augmenting the eye of the beholder
Written for
Vrije Universiteit Amsterdam (VU)
Msc. Marketing
Digital Marketing
All documents for this subject (16)
1
review
By: info1715 • 6 year ago
Seller
Follow
Rickdelaat
Reviews received
Content preview
Augmenting the eye of the beholder
Hilken et al. (2016)
Conceptual framework
Unique property of AR-based service augmentaton is embedded in the simultaneous provision of:
Environmental embedding (EE): the visual integraton of virtual content into a person’s real-
world environment. This provides enhanced informaton about how an ofering relates to the
context in which customers use it;
Simulated physical control (SPC): the ability of AR to simulate physical control over an
ofering (moving,f rotatng).
Hypotheses development
Embodied acton becomes meaningful for customers only if it is embedded in their immediate
physical environment. Otherwise,f simulated physical control is less efectve.
Customers evaluate service experiences in terms of:
Utilitarian value: performance-related efectveness;
Hedonic value: experiental enjoyment provided in a service experience.
AR should promote an efectve,f enjoyable online service experience because the interacton of
environmental embedding and simulated physical control aligns with customers’ naturally embedded
and embodied way of processing informaton.
Hypothesis 1: simulated physical control and environmental embedding have a positve interacton
efect on customers’ utlitarian and hedonic value perceptons of the online service experience.
Spatial presence: a psychological state in which a person neglects the role of technology in an
experience.
The interacton of simulated physical control and environmental embedding provides opportunites
for the meaningful integraton of actons into the environment,f which in turn elicits a strong
sensaton of spatal presence for a person. Spatal presence intensifes media efects and can explain
the efect of AR-based service augmentaton on customer value perceptons of the online service
experience. Customers become convinced of the authentcity of the situated service experience and
feel that they are actually trying the product/service.
Hypothesis 2: the positve interacton efect of simulated physical control and environmental
embedding on customers’ utlitarian and hedonic value perceptons of the online service experience
is mediated by spatal presence.
There are two styles-of-processing:
Visualizers: prefer to process informaton through visual images;
Verbalizers: prefer semantc processing without forming images.
The efectveness of product visualiaaton depends on a customer’s style-of-processing. Adding
pictures to verbal descriptons of products has less efect on product evaluatons for visualiaers,f
because they already mentally form visual images of described products (pictures have litle
additonal informaton). However,f verbaliaers will use the visualiaaton experienced during spatal
presence (pictures do have additonal informaton).
Hypothesis 3: the positve relatonship between spatal presence and customers’ utlitarian and
hedonic value perceptons of the online service experience is stronger for verbaliaers than for
visualiaers.
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller Rickdelaat. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $3.21. You're not tied to anything after your purchase.
