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EMAC 2023 Regional Conference

The Role of Haptic/Visual Fidelity in Augmenting Reality (AR) Service Experiences: An Application in Tourism

Published: November 22, 2023


Rodoula Tsiotsou, University of Macedonia; Tseng-Lung Huang, National Pingtung University; Ben Liu, Quinnipiac University


Over the past few years, AR has become a particularly effective tool for companies and marketers, enabling them to influence how customers view their service experiences. Therefore, the study aimed to examine the role of AR haptic/visual fidelity in influencing consumer behavioral intentions through sensory similarity and the perceived AR diagnosticity of service experiences. To test our model, we use tourism as the context of our study. Using a scenario-based quasi-experimental design, we collected data from 358 consumers in Taiwan via a quasi-experiment and validated the proposed structural model using AMOS 20. The study results confirm the proposed model and provide valuable theoretical and practical implications.