Try online before you buy: How does shopping with augmented reality affect brand responses and personal data disclosure

Augmented Reality (AR) enables consumers to virtually try products on their own face or surroundings in real time (e.g., make-up, furniture), which could help providing consumers a ‘try before you buy’ experience when shopping online. In an online experiment, we examined the potential positive and negative effects of online product presentation with AR, compared to two non-AR product presentations on a picture of the self or a model. Results suggest that AR enhances perceived informativeness and enjoyment of the shopping experience, as opposed to both non-AR product presentations. Consequently, perceived informativeness leads to a cognitive process which enhances purchase intention and willingness to share personal data with the brand, while perceived enjoyment leads to an affective process which enhances attitude towards the brand. At the same time, AR is perceived as more intrusive, but against expectations, this does not lead to any negative effects.