How Augmented Reality (AR) Promotes Consumer Value Co-creation: A Psychological Ownership Perspective
Dr. Jingmei Zhou
Department of Management Science and Engineering
Renmin University of China
As augmented reality (AR) paves the way to metaverse commerce, there is growing interest among consumers in collaborating with businesses to create mutual values. However, it is unclear how AR features improve consumers’ engagement with co-creation activities. While one potential mediating mechanism is perceived body ownership (PBO), most studies focusing on the psychological ownership on outside object. Drawing upon theories of psychological ownership, we investigate the relationship between AR features and value co-creation, which is mediated by PBO. Our research reveals that the process of encouraging value co-creation through AR features involves simulated physical control and environmental embedding. We emphasize the critical mediating function of PBO in creating mutual value enhancement for both brands and consumers. Our findings provide a logical explanation for the contradictory impacts of AR features on the perceived ownership of a product. Furthermore, we enrich the knowledge of the technical antecedents of PBO in the AR context.
Jingmei Zhou is an assistant professor in the Department of Management Science, Renmin University of China. She earned her PhD at School of Business, City University of Hong Kong and School of Management, University of Science and Technology of China. She has been doing research on enterprise system usage in dynamic context, digital innovation, augmented reality (AR) marketing, social and economic effects of artificial intelligence. She is an associate editor of Information Systems Journal. She has published on MIS Quarterly, Information Systems Research, IEEE Transactions on Engineering Management and the academic conference of International Conference of Information Systems, Pacific Asia Conference on Information Systems, and Academy of Management Annual Meeting.