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EMAC 2021 Annual Conference

Explore the effects of augmentation reality communication on brand affect: the moderating role of self-determined motivation

Published: May 25, 2021


Liling Sun, University Toulouse 1 Capitole


Although researchers have investigated the consumers’ responses towards augmented reality from technology driven approach and consumer experience approach, little is known about the underlying motivational mechanisms related to brand outcomes. Our research proposed a research model which outlined the effects of AR communication, one side, on generating consumer benefits and the other hand on producing brand benefits through a motivational process, especially by clarifying the moderating role of self-determined motivation. The results from an empirical study will be expected that individual’s behavior driven by autonomous motivations (identified regulation and intrinsic regulation) evokes more positive consumers benefits and brand related outcomes than individual’s behavior driven by controlled motivations (external regulation and introjected regulation). Our findings will help managers to integrate individual factor in AR communication process to get the optimal results.