Abstract:

In the online retailing domain, augmented reality (AR) has significantly transformed customer interactions with brands and products online. Recognizing consumers' central role in value co-creation, prior research has highlighted AR's potential to enhance this collaborative process. However, there's a lack of research on post-use behavior of mobile AR applications and its impact on value co-creation. This study examines AR's influence on value co-creation during online purchase and post-purchase phases. Using qualitative approach with 19 online consumers, we conducted a thorough thematic content analysis. Our findings reveal that AR's impact on value co-creation hinges on two key aspects: the AR application itself and the content it provides. This influence is observed through three fundamental components: experiential value, personalization, and relational value.