The Impact of Experiential Augmented Reality Applications on Fashion Purchase Intention

Utilizing the stimulus-organism-response (SOR) model, the purpose of this study is to examine the effects of augmented reality (AR) (specifically augmentation) on consumers’ affective and behavioral response and to assess whether consumers’ hedonic motivation for shopping moderates this relationship. An experiment using the manipulation of AR and no AR was conducted with 162 participants aged between 18 and 35. Participants were recruited through snowball sampling and randomly assigned to the control or stimulus group. The hypothesized associations were analyzed using linear regression with bootstrapping. The paper demonstrates the benefit of using an experiential AR retail application (app) to positively impact purchase intention. The results show this effect is mediated by positive affective response. Furthermore, hedonic shopping motivation moderates the relationship between augmentation and the positive affective response. Because of the chosen research approach, the results may lack generalizability to other forms of augmentation. Therefore, researchers are encouraged to test the proposed model using different types of AR stimuli. Furthermore, replication of the study with other populations would increase the generalizability of the findings. Results of this study provide a valuable reference for retailers of the benefits of using AR when attempting to optimize experiential value in online environments. The study contributes to experiential retail and consumer purchase behavior research by deepening the conceptualization of the impact of experiential technologies, more specifically AR apps, by considering the role of hedonic shopping motivations.Peer reviewe

Optimal user esperience in social commerce: the role of emotions, flow and user-generated information

This doctoral dissertation aims to understand how to optimize online customer experience in the highly interactive environment of social commerce. In an attempt to go beyond online commercial transactions and to support a consumer-centered and social-oriented perspective, social commerce offers users the necessary tools (e.g., recommendations, referrals, ratings and forums) for fostering social interactions during the online purchasing process. User-generated content, the fruit of these social interactions, can affect and help users in their decision-making process. Hence, the main objective of this dissertation aims to understand online consumer behavior to optimize the customer experience in social commerce. This doctoral dissertation is organized into four studies.Study 1 aims to investigate the customer engagement behavior literature in depth, analyzing the cognitive, affective and behavioral dimensions of the engagement generation process in social commerce and the role of emotions within that process. This study proposes a model of the cognitive, affective and behavioral dimensions of the engagement generation process. The model analyzes how interactivity, social presence and enjoyment affect sPassion and result in positive sWOM. The results confirm empirically that cognitive experience and emotional feelings derived from the process boost user participation. At the core of the process, sPassion positively affects the spread of sWOM. Study 2 has the objective of reaching a wider understanding of optimal user experience in social commerce and its mediating effect between emotions and behavior. Accordingly, the study is divided into two parts: first, to analyze the dimensionality, structure and measurement of the state of flow; and second, to test how websites can improve user experience to boost positive sWOM while avoiding negative sWOM. The empirical results confirm the three-dimensional nature of the concept and support its second-order reflective structure, thereby helping to establish the basis for measuring state of flow, its structure and factors; and it confirms that passionate users are likely to experience a state of flow and, as a consequence, to share positive sWOM. Study 3 investigates how user-generated versus company-generated information contributes to trust in the social commerce site, at the same time analyzing how user-generational cohorts behave (Generations X, Y and Z). Social commerce websites offer content created by the company itself and by its users, and this content is accessible without time and space constraints; therefore, everyone, regardless of age, can access social commerce information. The mission of social commerce is to boost tradeoffs while offering users the chance to share their own experiences and to obtain information from the experiences of others. Hence, trust transferred in this part of the purchasing decision process will be influenced by trust in the type of information available. Thus, Study 3 analyzes how user-generated and company-generated information contribute to trust in social commerce. The younger the generation, the more trust in social commerce is transferred from trust in user-generated information; the older the generation, the more trust in social commerce is transferred from trust in company-generated information. Study 3 confirms that users cannot be considered as a single group and must be segmented into generational cohorts.Study 4 investigates user experience across cultures, analyzing the effect of hedonic and utilitarian antecedents on optimal user experience and its consequences on user intention. Taking into account the salience of emotions within experiences of digital technologies, this study has a twofold purpose. First, it analyzes how emotions such as sPassion compared with flow state affected by usability, resulting in a positive impact on emotional and behavioral loyalty. Second, as the main focus of the study, cultural background is tested as a moderating effect.This dissertation allows us to draw a number of main conclusions regarding the study of online consumer experience in social commerce. First, on the basis of the importance of emotion in customer experience, this dissertation supports the primary role of emotions in shaping optimal user experience in social commerce. Second, once users are engaged and have reached an optimal experience (state of flow), this situation drives positive changes in their behavior, positively affecting their decision-making process. Third, it is necessary to take into account the fact that generational cohorts behave differently, since they trust information in different ways. Last, but not least, despite the fact that culture influences decision-making processes, the internationalization of markets and multiculturalism is making users more and more similar.<br /

Modelling the role of inter-cultural contact in the motivation of learning English as a foreign language.

The research reported in this paper explores the effect of direct and indirect cross-cultural contact on Hungarian school children's attitudes and motivated behaviour by means of structural equation modelling. Our data are based on a national representative survey of 1,777 13/14-year-old learners of English and German in Hungary; 237 of the students learning English with the highest level of inter-cultural contact were selected for analysis. Our model indicates that for our participants, motivated behaviour is determined not only by language-related attitudes but also by the views the students hold about the perceived importance of contact with foreigners. The results of our study also reveal that the perceived importance of contact was not related to students’ direct contact experiences with target language speakers but was influenced by the students’ milieu and indirect contact. Among the contact variables, it was only contact through media products that had an important position in our model, whereas direct contact with L2 speakers played an insignificant role in affecting motivated behaviour and attitudes

Achievement emotions in second language learning

The goal of this dissertation was to examine achievement emotions together with their antecedents and outcomes in English classes. Based on the control-value theory (Pekrun, 2006), I investigated the associations among one distal antecedent (perceived peer emotion), two proximal antecedents (control and value appraisals), achievement emotions and language outcomes in three large-scale quantitative studies. Study 1 examined the psychometric properties of an adapted learning-related Achievement Emotion Questionnaire (AEQ; Pekrun et al., 2011) measuring eight emotions (enjoyment, pride, hope, boredom, anger, anxiety, hopelessness and shame) in a second language (L2) context. The scales were tested in two samples comprising 1021 Chinese freshmen, who learned English as a foreign language. Results indicated that the instrument is reliable, internally valid as demonstrated by fit indices obtained from single- and multiple-group confirmatory factor analysis, and externally valid in terms of relationships with language motivation and performance. Study 2 examined independent and interactive effects of control and value appraisals on achievement emotions and L2 performance as well as the conditional indirect effects of appraisals on achievement through emotions. Five hundred and fifty Chinese college students completed appraisal measures, emotion questionnaires and the course exam in a longitudinal manner across one semester. Findings showed that control and value appraisals correlated positively with positive emotions and L2 performance and negatively with negative emotions, except anxiety. Control and value interacted to predict all eight emotions and L2 performance in expected directions. Importantly, the multiplicative impact of appraisals on L2 performance was also mediated by four of the focal emotions. Study 3 explored whether perceived peer enjoyment, anxiety and boredom positively predict students’ corresponding enjoyment, anxiety and boredom as well as whether the relationships between perceived peer and student emotions are mediated by control-value appraisals (Parkinson & Manstead, 2015; Pekrun, 2006). Data were collected from 3643 Chinese middle-school students nested in 103 classrooms. Multilevel structural equation modeling showed that perceptions of peer emotions and student corresponding emotions were positively related at both individual and classroom levels. Moreover, the effects of perceived peer emotions on corresponding student emotions were mediated by control and value appraisals at the individual level. However, the mediation effects were only significant at the class level for control appraisal as a mediator of effects on anxiety, and for value appraisal as a mediator of effects on boredom. Effects were robust across grade level, gender, and previous achievement. In sum, findings from the three studies help to elucidate the role of emotions in educational settings and provide support for the generalizability of control-value theory in the second language context. Directions for future research and implications for theory and language instruction are also discussed

Affect between Humans and Conversational Agents: A Review and Organizing Frameworks

Conversational agents (CAs), which communicate naturally with humans, are being developed and employed for a variety of tasks. Interactions between humans and CAs induce affect, which is vital to the adoption and performance of CAs. Yet, there is a lack of cumulative understanding of existing research on affect in human-CA interaction. Motivated thus, this article presents a systematic review of empirical IS and HCI studies on such affect, its antecedents and consequences. Besides conducting descriptive analysis of the studies, we also divide them into two broad categories – emotion-related, and those related to other (more persistent) affective responses. We present organizing frameworks for both categories, which complement each other. Through the review and frameworks, we contribute towards attaining a holistic understanding of extant research on human-CA interaction, identifying gaps in prior knowledge, and outlining future research directions. Last, we describe our plan for extending this work to gain additional insights

Talk up or criticize? Customer responses to WOM about competitors during social interactions

Popular metrics such as the Net Promoter Score (NPS) highlights many benefits of word of mouth (WOM) to firms. Is WOM all it is claimed to be? Building on social identity theory, this research develops a conceptual model of WOM exchange in social settings and tests the model with customer surveys of three service sectors. The findings show that the effects of (1) positive and negative WOM (P/NWOM) received about competitors and (2) perceived presence of critical incidents (PPCIs) on P/NWOM given about own service provider are far from intuitive. Responses to PWOM received counter the suggestions in the NPS literature. The findings also indicate that the best firms can hope for when receiving NWOM about competitors is that their customers remain silent. It is recommended that firms communicate a message that is consistent with the nuanced views expressed by friends in social circles, rather than a uniformly superior positioning

Affect between Humans and Conversational Agents: A Review and Future Research Directions

Conversational agents (CAs) are digital artifacts which communicate with humans through natural language for performing a variety of tasks. When humans interact with CAs, affective responses e.g., emotions, are seen to influence both CA adoption and performance. Despite the vital role of affect in human-CA interaction, understanding of its antecedents, affective outcomes, and their relationships from prior research is nascent and segregated. Motivated thus, we review empirical studies on affect in human-CA interactions, classify them in terms of affective outcomes, and identify corresponding antecedents. We further analyze the relationships between antecedents and outcomes and highlight significant relationships as well as inconsistent findings. Drawing on the review, we propose future research directions for this area. We contribute by developing a deeper understanding of research on affect between human and CAs, identifying gaps in prior knowledge, and outlining future research directions. Additionally, we lay out our plans for extending this work

Modelling 3D product visualisation for online retail atmospherics

Purpose: The Stimulus (S) Organism (O) Responses (R) paradigm has been extensively studied in conventional retailing but has received little attention in the online context. This study aims to investigate the effects of an online retailer atmospheric using three dimensional (3D) product visualisation. Design/methods/approach: We operationalise 3D antecedents, the main online atmospheric cues, as the “stimulus” (S) that attracts consumers’ attention towards the online retailer, authenticity of the 3D, hedonic and utilitarian value as the “organism” (O) part, and consumers’ behavioural intention as the “responses” (R) part. A hypothetical retailer Web site presents a variety of laptops using 3D product visualisations. Findings: The control and animated colours represent the main stimuli (S). Furthermore, 3D authenticity, hedonic and utilitarian values are the main determinants of behavioural intentions. The proposed conceptual model achieves acceptable fit and the hypothesised paths are all valid. Practical implications: Retail website designers can contribute to enhancing consumers’ virtual experience by focusing more on utilitarian and hedonic value. Any 3D flash should include the essential information that consumers seek and consumers should be able to click to any part of the 3D flash to access further information. Originality/values: To the best of the authors’ knowledge, this research is the first in the U.K. that uses a U.K. sample to investigate the effects of using 3D product visualisation on consumers’ perceptions and responses. Our research makes an important contribution to the online atmospheric literature by providing a rich explanation of how authenticity of the 3D virtual models adds more information, fun and enhances consumers’ responses towards the online retailer