Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.

 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference

EMAC 2021 Annual Conference

Toward an improved understanding of AR-based presence dimensions and their impact on attitude certainty

Published: May 25, 2021


Virginie Lavoye, LUT University; Anssi Tarkiainen, Lappeenranta University of Technology


Augmented reality (AR) applications for product visualization are increasingly popular. Prior research has shown that AR apps for virtual try-on help consumers evaluate the products by enabling the felt presence of the product. However, prior research has mainly focused on a one-dimensional conceptualization of presence. Research on immersive technologies recognizes that presence consists of three dimensions: spatial presence, self-presence, and social presence. The herein study extends the prior research on virtual try-on by assessing the impact of these three dimensions of felt presence on consumers’ attitude certainty. Attitudes held with high certainty (vs. low certainty) persist longer and have a greater impact on behavior. The results of this empirical pretest of a survey (N = 70) show that social presence and spatial presence influence attitude certainty, while self-presence is not significantly linked to attitude certainty.