Mixed reality and consumer decision making process

• In Event: INFORMATION TECHNOLOGY/INFORMATION SYSTEMS: Consumer Behavior and Information Technology

Abstract

The increasing adoption and widespread use of smart devices have given rise to Virtual Reality (VR) and Augmented Reality (AR) as innovative technologies in consumer marketing. This research project focuses on exploring the impact of technological quality factors on consumer decision-making processes in VR and AR. Through empirical analysis, it establishes the positive influence of these technological factors while also recognizing the significance of privacy concerns. By examining the advantages and disadvantages of these mixed technologies in the consumer decision-making process, this study contributes to the existing literature and sheds light on practical implications for app developers and retail managers.

Author

• Hong Qin, UTRGV