Mobile augmented reality, product sales, and consumer evaluations: Evidence from a natural experiment

Pei Xu, De Liu, Joonghee Lee

Research output: Chapter in Book/Report/Conference proceedingConference contribution

4 Scopus citations

Abstract

Despite the recent popularity of Augmented Reality (AR) technology, no empirical evidence has confirmed that AR is a more effective artifact than the traditional way of product presentations on online retailers. In this study, we investigate the economic impact of AR in terms of product sales, and the volume, valence and linguistic features of product reviews. To build up credible causal evaluation, we design a natural experiment on Amazon and collect product information and consumer reviews for 423 AR-enabled products and 2,346 non-AR products from Amazon iOS app and its website, over a period of 24 weeks. We set up the data analysis with a difference-in-differences estimation. This study aims to contribute to Information System and Marketing literature and provide practical implications for online retailers looking to adopt AR technology.

Original languageEnglish (US)
Title of host publicationInternational Conference on Information Systems 2018, ICIS 2018
PublisherAssociation for Information Systems
ISBN (Electronic)9780996683173
StatePublished - Jan 1 2018
Event39th International Conference on Information Systems, ICIS 2018 - San Francisco, United States
Duration: Dec 13 2018Dec 16 2018

Publication series

NameInternational Conference on Information Systems 2018, ICIS 2018

Conference

Conference39th International Conference on Information Systems, ICIS 2018
CountryUnited States
CitySan Francisco
Period12/13/1812/16/18

Keywords

  • Augmented Reality
  • DID
  • Natural experiment
  • Product reviews
  • Sales

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