Can’t touch this: The impact of Augmented Reality vs. Touch and Non-touch Interfaces on Perceived Ownership

Abstract

The rise of augmented reality (AR) technology presents e-retailers with new opportunities. According to previous research, it is a technology that can positively affect engagement, brand recall and purchase confidence. Mobile-enabled augmented reality differs from regular mobile phone use as the technology virtually overlays images or information to the real environment. As the use of a touch screen device (i.e. smartphone vs. laptop) has previously been found to positively affect feelings of perceived ownership, the current study examines whether the possibility to virtually manipulate a product on a mobile AR application would have an even stronger effect. This is examined for products with either material properties (i.e. products that require the examination of sensory information) or geometric properties (i.e. products that can be examined via written and/or visual information). The findings reveal that AR does indeed result in higher levels of perceived ownership, particularly in case of material products.