Attractiveness of augmented reality to consumers

Tomasz Grzegorczyk , Rafał Śliwiński , Joanna Kaczmarek


Augmented reality (AR) may be capable of shaping the competitive advantage of companies by providing various benefits for the consumers. The aim of this article is to assess if AR is attractive to consumers and in which areas it can create the most value. Hence, we have sought to identify the most useful areas of AR applications, as well as factors influencing AR’s attractiveness. Our study finds that consumers regard AR as the most useful in the areas of education, medicine and tourism. Furthermore, we found a gap between the supply and needs of customers in terms of types of AR application offered on the market. We identified advantages and disadvantages of AR applications over their traditional counterparts impacting its adoption. Our research confirms that both hedonic and utilitarian aspects of the user experience are important for AR’s adoption.
Author Tomasz Grzegorczyk (WGM / KZM)
Tomasz Grzegorczyk,,
- Department of International Management
, Rafał Śliwiński (WGM / KZM)
Rafał Śliwiński,,
- Department of International Management
, Joanna Kaczmarek
Joanna Kaczmarek,,
Journal seriesTechnology Analysis & Strategic Management, [Technology Analysis and Strategic Management], ISSN 0953-7325, e-ISSN 1465-3990, (N/A 70 pkt)
Issue year2019
Publication size in sheets0.6
Keywords in Polishrzeczywistość rozszerzona, konkurencyjność, adopcja technologii, akceptacja technologii
Keywords in EnglishAugmented reality, competitiveness, technology adoption, technology acceptance
ASJC Classification1408 Strategy and Management; 1803 Management Science and Operations Research
Languageen angielski
Score (nominal)70
Score sourcejournalList
ScoreMinisterial score = 70.0, 16-04-2020, ArticleFromJournal
Publication indicators WoS Citations = 0; Scopus SNIP (Source Normalised Impact per Paper): 2018 = 0.981; WoS Impact Factor: 2017 = 1.49 (2) - 2017=1.744 (5)
Citation count*4 (2020-09-21)
Additional fields
UwagiFirst online 15 Apr 2019
Share Share

Get link to the record

* presented citation count is obtained through Internet information analysis and it is close to the number calculated by the Publish or Perish system.
Are you sure?