SMARTPHONE OR LAPTOP FOR AUGMENTED REALITY ? THE ROLE OF THE DEVICE IN THE INFLUENCE OF AUGMENTED REALITY ON THE BEHAVIOR OF INTERNET USERS
(R2023-117237)

AUTHORS

Sarra Msakni, Université paris 1 panthéon sorbonne; Jean-François Lemoine, Université Paris 1 Panthéon-Sorbonne

ABSTRACT

This paper addresses the effects of the variation in device type used in augmented reality on consumer behaviors. To this end, we initially conducted an exhaustive analysis of the different applications of augmented reality by collecting 106 cases through an online search in order to know the main types of AR used as well as on which type of device augmented reality is most used and in which marketing context. In addition, we conducted an exploratory study based on semi-structured interviews combined with the protocol method to identify the affective reactions and behavioral intentions aroused by the attributes of augmented reality on PCs and smartphones. The results show that the intensity of emotions varies according to the nature of the device and that the vividness of augmented reality is more important when using a smartphone, while PC users pay more attention to the interactivity of the technology.