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• W4386802912 abstract "Augmented reality (AR) applications are regarded as effective experiential marketing practices that can help companies promote their products/services in an interactive manner and deliver exceptional consumer experiences. The purpose of the present study is to evaluate a wine-label AR mobile application by examining its impact on consumer experience dimensions, satisfaction, and re-usage intentions towards the application, as well as attitude and purchase intentions towards the wine product. Moreover, to test the effect of product-consumption related factors (consumption frequency, amount of spending, wine expertise, and attention to wine labels) and technology-related factors (consumers’ familiarity with smartphone applications, number of AR applications used in smartphone, and extent of information search for wine-related information through smartphones) on the experiential dimensions of entertainment, flow, escapism, and education. Towards this end, a wine AR label application was developed and evaluated using a quantitative survey. In total, 306 respondents answered a self-administered questionnaire after interacting with the application. Results indicate that the AR application induced the entertainment and educational dimensions of consumer experience. The AR experience was also able to increase respondents’ satisfaction with the application and in turn help them form positive attitudes and purchase intentions for the wine. Moreover, the present study revealed that respondents’ expertise for wine, attention to wine label, familiarity with smartphone applications, and information search for wine-related information through smartphones are important factors that have an impact on the experience lived by consumers when using the AR label application." @default.
• W4386802912 created "2023-09-17" @default.
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• W4386802912 date "2023-01-01" @default.
• W4386802912 modified "2023-09-27" @default.
• W4386802912 title "Consumer Experience and Augmented Reality Wine Label Application" @default.
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• W4386802912 doi "https://doi.org/10.1007/978-3-031-42788-6_16" @default.
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