Augmented reality (AR) merges virtual elements with our physical context. Although there is evidence in marketing that AR may be superior to alternative formats, there is a lack of work explaining from the ground up why this is the case. Consequently, we applied means-end chain theory to identify specific AR-features (e.g., contextualization, interactivity, portability) that drive benefits (e.g., inspiration, better decision-making, time savings, risk reduction). These benefits contribute to consumers’ goal achievement (e.g., self-confidence, self-expression, reduced purchase regret). A subsequent study organized these factors into a practical framework (SEAD and SALES). This study contributes to a better understanding of AR.

增强现实 (AR) 将虚拟元素与我们的物理环境融为一体。尽管营销方面有证据表明 AR 可能优于其他格式，但缺乏从头开始解释为什么会出现这种情况的工作。因此，我们应用手段-末端链理论来识别特定的 AR 功能（例如，情境化、交互性、可移植性），从而带来收益（例如，灵感、更好的决策、节省时间、降低风险）。这些好处有助于消费者实现目标（例如，自信、自我表达、减少购买后悔）。随后的一项研究将这些因素组织成一个实用的框架（SEAD 和 SALES）。这项研究有助于更好地理解 AR。