Being There, Doing That: Toward a Cognitive Understanding of Mobile Augmented Reality
Distinguished Research Seminar Series
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Date
15 Sep 2023
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Organiser
Department of Industrial and Systems Engineering, PolyU
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Time
14:30 - 16:00
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Venue
Online via Zoom
Speaker
Professor Indranil Bose
Remarks
Meeting link will be sent to successful registrants
Summary
Augmented Reality (AR) has become increasingly popular in different areas of application and is transforming the way mobile commerce is conducted through mobile apps. It imbibes the sensory experience of local presence during online browsing. We investigate the impact of AR-based presentation on sales rank of products using data from Amazon AR View. This is followed by our investigation of the impact of AR on perceived diagnosticity, perceived risk, perceived cognitive load, and emotion of users. Using a mixed-method approach, we find that the use of AR on a mobile app significantly improves sales rank, enhances perceived diagnosticity, and reduces perceived risk. These effects are greater for technology products. Additionally, we find that AR significantly increases perceived cognitive load for non-technology products. We capture various touch movements, such as pan, pinch, and rotate as well as touch pressure, in consumers’ AR interactions and find that they significantly impact the generated emotion. Our research contributes to the literature on mobile commerce and provides directions on when to use the AR interface for product presentation and how to assess consumers’ reactions to it.
Keynote Speaker
Professor Indranil Bose
Distinguished Professor of Information Systems
Head of the Area of Excellence in AI, Data Science and Business
NEOMA Business School, France.
Indranil Bose is Distinguished Professor of Information Systems at NEOMA Business School and Nykaa Chair in Consumer Technology and Professor of Information Systems at the Indian Institute of Management Ahmedabad. Previously he was a faculty member at the Indian Institute of Management Calcutta (IIMC), University of Hong Kong, University of Florida, and the University of Texas at Arlington. He was the Founder of the Case Research Centre at IIMC and led as its Coordinator from 2012-2020. He was also the Founding Chairperson of the Post Graduate Diploma in Business Analytics (PGDBA), Co-ordinator of the MIS group, and Advisor of Analytics for the State Bank of India. Dr. Bose has teaching, research, consulting, and case writing experience in the fields of business analytics, emerging technologies, information security, digital transformation, and information strategy. His 100+ journal publications have appeared in MIS Quarterly, Journal of the MIS, Decision Support Systems, Information & Management, European Journal of Operational Research, Communications of the AIS, among others. His degrees include BTech (Hons.) from the Indian Institute of Technology Kharagpur, MS from the University of Iowa, and MS and PhD from Purdue University. He serves as Senior Editor of Decision Support Systems, Journal of Organizational Computing and Electronic Commerce, and Pacific Asia Journal of the AIS; Associate Editor of Communications of the AIS and Information & Management, and Editorial Board Member of Information Systems Research.
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