The Effects of Augmented Reality Modality and User-Product Interaction Design on Consumers’ Product Evaluation: A Cognitive-Experiential Self-Theory Perspective

This research examined the effects of augmented reality (AR) design factors in a mobile shopping app on consumers’ product information processing and product evaluation. An online experiment using a 2 (AR Modality: single vs. dual modality) × 2 (User-Product Interaction: yes vs. no) × 2 (Product: watch vs. flower vase) mixed design was conducted with 480 U.S. mobile shoppers. The findings demonstrate the rational (through cognitive attention and utilitarian value) and experiential (through sense of presence and hedonic value) information processing processes that impact product evaluation in an AR mobile app. Further, the effect of user-product interaction differed by products. This study provides both theoretical and practical implications by suggesting the applicability of learning theories to consumers’ product information learning in the AR environment as well as the importance of tailoring AR design features in a retailer’s mobile shopping app depending on the types of product they carry.