Augmented reality filters on social media. Analyzing the drivers of playability based on uses and gratifications theory

The arrival of augmented reality (AR) on social networks in the form of filters is generating new user experiences. Despite their potential as interactive marketing tools, previous research analyzing the impact of AR filters has focused mainly on shopping-based or personal-based variables. Conceiving AR filters to be entertainment products, this research follows the theory of uses and gratifications to examine the playability of AR filters, that is, the satisfaction that users derive from the experience and their making of electronic word-of-mouth recommendations. The results of two studies combining quantitative and qualitative techniques showed the key role played by perceived entertainment and, to a lesser extent, perceived interactivity, in the playability of AR filters. Perceived curiosity and compatibility also affected users' satisfaction. The findings contribute to the literature on AR filters by analyzing users' experiences from an entertainment perspective, examining a comprehensive set of hedonic, utilitarian, social and personal uses and gratifications that users might derive when interact with AR filters on social media. Practitioners should incorporate appropriate features when designing the filters so that users obtain fun and entertaining experiences, interact with others, and get fresh content. All these may foster the consumer's storytelling through images

Consequences of consumer regret with online shopping

Negative online reviews can significantly hurt future sales. After impulsive decisions, consumers may feel regret and write negative online reviews. Two studies are conducted to understand the origin and consequences of negative reviews according to the review content and the responsibility for the mistake in the decision. The first study analyses the influence on the review creation of regret with the process and the outcome through structural equation modelling. For the second study, a 2 × 2 experimental design was conducted. This study analyses how different content in the review (regret with the process vs. regret with the outcome) and guilt of the error (the consumer vs. the seller) affects the perceived persuasiveness, usefulness and credibility of the information, and the intention to follow the advice. The results show that for generating negative reviews, it is the regret with the process coupled with the presence of regret with the outcome which ultimately leads to the intention to write negative reviews. However, the results of the second study show that reviews that criticize the outcome are more damaging than those that criticize the process. Furthermore, reviews that show regret in which the buyer is responsible affect readers more through the greater persuasion they generate

The influence of scent on virtual reality experiences: The role of aroma-content congruence

We live in a multisensory world. Our experiences are constructed by the stimulation of all our senses. Nevertheless, digital interactions are mainly based on audiovisual elements, while other sensory stimuli have been less explored. Virtual reality (VR) is a sensory-enabling technology that facilitates the integration of sensory inputs to enhance multisensory digital experiences. This study analyzes how the addition of ambient scent to a VR experience affects digital pre-experiences in a service context (tourism). Results from a laboratory experiment confirmed that embodied VR devices, together with pleasant and congruent ambient scents, enhance sensory stimulation, which directly (and indirectly through ease of imagination) influence affective and behavioral reactions. These enriched multisensory experiences strengthen the link between the affective and conative images of destinations. We make recommendations for researchers and service providers with ambitions to deliver ambient scents, especially those congruent with displayed content, to enhance the sensorialization of digital VR experiences

Virtual teams are here to stay: how personality traits, virtuality and leader gender impact trust in the leader and team commitment

Teleworking has, today, become a necessity for many organizations, so effective virtual team management is critical. This study analyzes the influence of the personality traits of virtual team workers on team efficiency. To do so we examine the effects of subordinates’ personalities on the trust they give the virtual team leader and the impact of this trust on commitment to the team. We also discuss how the team's degree of virtuality and the leader’s gender influence the relationship between personality and trust. The findings showed that extroversion has a positive effect on trust felt in the leader, and that this trust has a positive effect on commitment felt toward the team. On the other hand, it was observed that neuroticism had a more negative effect on trust in more virtual environments. The leader’s gender had no significant effect. The study offers advice for virtual team management and discusses its limitations and future research directions

The double side of flow in regret and product returns: maximizers versus satisficers

While the positive aspects of the flow state have been widely researched, the effects of being aware of this state and the negative consequences still need to be explored. The loss of awareness that flow state may bring can lead to the purchase of products that consumers afterward regret and want to return them. This research aims to understand flow consciousness's effect on consumer post-purchase regret from a dual perspective (process and outcome regret). The relevance of these relationships is also examined by analyzing the differences between 2 groups: maximizers and satisficers consumers. Through a structural equation model based on covariances tested with EQS 6.4, the results show that flow consciousness generates process regret but not outcome regret. However, the differences found between the two groups are worth noting. The research sheds light on the effect of flow consciousness on regret and provides insight into the mechanism of product return through post-purchase regret. The theoretical and managerial implications for e-commerce retailers are discussed

Telepresence in live-stream shopping: an experimental study comparing Instagram and the metaverse

Advances in digital platforms allow influencers to use live shows to showcase products, which has given rise to live-stream shopping. Moreover, new communication forms have emerged, such as the metaverse. The social interactions that occur in these immersive environments foster influencer-follower interactions. This research compares the impact of live-stream shopping on followers’ experiences and behaviors on two communication channels (live shows on Instagram and in the metaverse) and analyses the moderating role of content involvement in telepresence. Data were collected in a between-subjects quasi-field experiment. Two scenarios that differed in degree of telepresence were created, a live show on Instagram and a live show in the metaverse. The results showed that telepresence is an important part of the user experience and in the success of live shows. Telepresence was seen to have a major influence on experiential value, but not on instrumental value. Both values provided followers with satisfaction with the experience. This satisfaction generated stickiness intention and intention to recommend the influencers’ live shows. The effect of telepresence on experiential value was greater for followers less involved with the influencer’s content. This research is pioneering in comparing an established platform, Instagram, with the metaverse. Despite the greater experiential value provided by the metaverse, to increase its instrumental value metaverse spaces needs to be further developed

Consumer Behavior In Firm-hosted Online Travel Communities

Online travel communities are an increasing phenomenon that is motivating deep changes in the travel industry. The purpose of this work is to explain consumer intention to participate in these communities and loyalty to the firm that hosts the community. To do that, we propose a model that integrates Theory of Planned Behavior (TPB), Technology Acceptance Model (TAM) and Social Identity Theory in order to explain the intention to participate in online travel communities. In addition, we analyze the link between the intention to participate in the community and two behavioral intentions that may benefit the host firm: intention to use the firm products/services and the intention to recommend the host firm. Results reveal that TPB, TAM and Social Identity Theory form an appropriate framework to explain the intention to participate in the community. In addition, we find a positive effect of intention to participate in an online travel community on the two behavioral intentions considered. Based on these results, some conclusions and implications are proposed

Using augmented reality to reduce cognitive dissonance and increase purchase intention

Augmented reality (AR) has been shown to improve consumers' shopping decisions and experiences. Based on a theoretical stimulus-organism-response model and cognitive load theory, this research examines the effects that AR has on cognitive variables related to cognitive load, hitherto scarcely considered. Specifically, this research examines the impact of perceived similarity among options, confusion caused by overchoice and prepurchase cognitive dissonance on purchase-related behavioral intention variables such as purchase intention and willingness to pay for products. The study is based on consumers' AR web shopping experiences of an online cosmetics store which offers a wide assortment of products. The mixed-method research combines two focus groups and an experiment. This combination allows triangulation of the findings to provide corroboration. The results showed that AR reduces cognitive dissonance through its effects on perceived similarity and confusion caused by overchoice. Furthermore, lower cognitive load enhances purchase intentions, resulting in greater willingness to pay more for the product. The research extends knowledge of the benefits provided to consumers by AR in their decision-making through its impacts on perceived similarity, confusion by overchoice and prepurchase cognitive dissonance. The application of web AR in e-commerce shops is particularly useful when a wide assortment of similar products is offered. Online retailers can use AR to improve their economic performance both by increasing their sales’ volumes and their margins

The dark side of the metaverse: The role of gamification in event virtualization

The virtualization of cultural events in the metaverse creates opportunities to generate valuable and innovative experiences that replicate and extend in-person events; but the process faces associated challenges. In the absence of relevant empirical studies, the aim of this article is to analyze the positive and negative aspects of the user experience in a cultural event held in the metaverse. A mixed-methods approach is employed to test the proposed hypotheses. The results from three focus groups demonstrated the difficulty that users face in focusing their attention on the main elements of the metaverse, and the inability of this virtual sphere to convey the authenticity of a cultural event. Based on these findings, a metaverse-focused quantitative study was conducted to examine whether perceived gamification mitigate the negative effects of users failing to pay attention in their metaverse experiences. When users increased their attention levels, their ability to imagine the real experience and their perceptions of the authenticity of the cultural event increased, which produced positive behavioral intentions. This is one of the first studies to empirically analyze the tourist experience in the metaverse; managers and policymakers can benefit from the results to hold valuable virtual cultural events

Frontline robots in tourism and hospitality: service enhancement or cost reduction?

Robots are being implemented in many frontline services, from waiter robots in restaurants to robotic concierges in hotels. A growing number of firms in hospitality and tourism industries introduce service robots to reduce their operational costs and to provide customers with enhanced services (e.g. greater convenience). In turn, customers may consider that such a disruptive innovation is altering the established conditions of the service-provider relationship. Based on attribution theory, this research explores how customers’ attributions about the firm motivations to implement service robots (i.e. cost reduction and service enhancement) are affecting customers’ intentions to use and recommend this innovation. Following previous research on robot’s acceptance, our research framework analyzes how these attributions may be shaped by customers’ perceptions of robot’s human-likeness and their affinity with the robot. Structural equation modelling is used to analyze data collected from 517 customers evaluating service robots in the hospitality industry; results show that attributions mediate the relationships between affinity toward the robot and customer behavioral intentions to use and recommend service robots. Specifically, customer’s affinity toward the service robot positively affects service improvement attribution, which in turn has a positive influence on customer behavioral intentions. In contrast, affinity negatively affects cost reduction attribution, which in turn has a negative effect on behavioral intentions. Finally, human-likeness has a positive influence on affinity. This research provides practitioners with empirical evidence and guidance about the introduction of service robots and its relational implications in hospitality and tourism industries. Theoretical advances and future research avenues are also discussed