SIG HIC - Human Computer Interaction
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Paper Type
Complete
Paper Number
1136
Description
With the rapid growth of augmented reality (AR) applications, AR is set to influence companies and organizations in every industry. This study focuses on identifying how AR technology enhances memorable experiences through the lens of customer immersion. An AR 3D food ordering platform that included an AR food ordering app for customers and a restaurant management system for restaurants was implemented as part of the study, and the concept of AR immersion was further introduced. The investigation involved an empirical examination of the effects of perceived playfulness and personal innovativeness on three dimensions of AR immersion: engagement, engrossment, and total immersion. The results of an analysis of data collected from 343 restaurant customers who experienced using the AR food ordering app indicated that engagement and engrossment had direct effects on customer satisfaction, but total immersion did not. Perceived playfulness directly affected engagement, engrossment, and total immersion and indirectly affected customer satisfaction through its direct effects on engagement and engrossment. Similarly, personal innovativeness influenced customer satisfaction indirectly through its direct effects on engagement. In terms of the effects of AR immersion, engrossment should be the target, engagement is insufficient, and total immersion is unnecessary. A practical implication of our findings is that it is possible to increase customer satisfaction directly by increasing the levels of engagement and engrossment with an AR food ordering app.
Recommended Citation
Huang, Travis; Lin, Kuan-Yu; Wang, Yi-Ting; and Chen, Chunta, "Promoting Customers’ Augmented Reality Immersion in Restaurants" (2022). AMCIS 2022 Proceedings. 3.
https://aisel.aisnet.org/amcis2022/sig_hci/sig_hci/3
Promoting Customers’ Augmented Reality Immersion in Restaurants
With the rapid growth of augmented reality (AR) applications, AR is set to influence companies and organizations in every industry. This study focuses on identifying how AR technology enhances memorable experiences through the lens of customer immersion. An AR 3D food ordering platform that included an AR food ordering app for customers and a restaurant management system for restaurants was implemented as part of the study, and the concept of AR immersion was further introduced. The investigation involved an empirical examination of the effects of perceived playfulness and personal innovativeness on three dimensions of AR immersion: engagement, engrossment, and total immersion. The results of an analysis of data collected from 343 restaurant customers who experienced using the AR food ordering app indicated that engagement and engrossment had direct effects on customer satisfaction, but total immersion did not. Perceived playfulness directly affected engagement, engrossment, and total immersion and indirectly affected customer satisfaction through its direct effects on engagement and engrossment. Similarly, personal innovativeness influenced customer satisfaction indirectly through its direct effects on engagement. In terms of the effects of AR immersion, engrossment should be the target, engagement is insufficient, and total immersion is unnecessary. A practical implication of our findings is that it is possible to increase customer satisfaction directly by increasing the levels of engagement and engrossment with an AR food ordering app.
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