Shopping in augmented reality: The effects of spatial presence, personalization and intrusiveness on app and brand responses

Augmented reality (AR) applications add a new dimension to the consumer experience by overlaying the consumer's face or surroundings with virtual products. The aim of this study was to examine three underlying processes (spatial presence, perceived personalization, and perceived intrusiveness) that could explain the persuasiveness of AR apps. In two experiments, we compared an AR app to a non-AR app. Study 1 used an app that augmented the user's face with virtual products (make-up), while Study 2 used an app that showed virtual products within one's surroundings (furniture). The results showed that spatial presence and perceived personalization can explain positive persuasive responses towards AR apps. For the app that augmented the user's face with virtual products, perceived personalization enhanced purchase intentions, while perceived intrusiveness had negative persuasive consequences. For the app that showed virtual products in one's surroundings, spatial presence enhanced purchase intentions, and no negative persuasive consequences were found.