本研究探討使用產品擴增實境對產品延長保固合約購買可能的負面影響，並進一步研究當消費者面對產品提供升級服務（有 vs. 無）及產品複雜度（高 vs. 低）對該影響的干擾效果。研究採用實驗設計方法，透過三個實驗驗證相關假設。
實驗一檢視使用產品擴增實境對產品延長保固合約購買影響之間的因果關係，並探討感知掌控與感知產品功能風險是否為其背後的心理機制。實驗二則進一步分析當消費者面對產品有無提供升級服務時，使用產品擴增實境對產品延長保固合約購買影響的干擾效果。實驗三則聚焦於當消費者面對產品複雜度高低時，使用產品擴增實境對產品延長保固合約購買影響的干擾效果。
根據本研究結果，與無使用產品擴增實境的消費者相比，使用產品擴增實境的消費者在產品延長保固合約的態度與意願顯著較低，這一影響可由使用產品擴增實境所帶來的感知掌控及感知產品功能風險降低來解釋。此外，本研究亦發現，產品提供升級服務及產品複雜度對上述影響存在干擾效果。當產品未提供升級服務時，使用產品擴增實境的消費者在購買其產品延長保固合約的態度與意願顯著低於無使用產品擴增實境的消費者；但當產品提供升級服務時，使用產品擴增實境對消費者購買其產品延長保固合約之態度與意願的負面影響將會被削弱。此外，當產品複雜度較低時，使用產品擴增實境的消費者在購買其產品延長保固合約的態度與意願顯著低於無使用產品擴增實境的消費者；而當產品複雜度較高時，使用產品擴增實境對消費者購買其產品延長保固合約之態度與意願的負面影響將會被削弱。
本研究的結果幫助行銷人員在推廣產品延長保固合約時，充分考量消費者使用產品擴增實境的影響，並根據產品升級服務和複雜度的特性制定更有效的行銷策略。

This research aims to explore the impact of using augmented reality (AR) for product demonstration on the purchase of extended warranty contract. It further investigates the moderating effects of product upgrade service and product complexity. The research uses experimental design and validates the proposed hypotheses through three experiments.
Study 1 examines the causal relationship between the use of AR and purchasing an extended warranty contract. Meanwhile, this study explores whether perceived control and perceived product functional risk serve as the underlying mechanisms. Study 2 further analyzes the moderating effect of product upgrade service on the impact of using AR on extended warranty contract purchases. Study 3 focuses on how product complexity (high vs. low) moderates the effect of using AR on extended warranty contract purchases.
The findings indicate that, compared to consumers who do not use AR, those who use AR show lower attitudes and intentions to purchase the extended warranty contract. This phenomenon can be explained by the increased perceived control and reduced perceived product functional risk gained through AR usage. Furthermore, product upgrade service and product complexity are found as two boundary conditions. Specifically, when a product does not offer upgrade service, consumers who use AR show lower attitudes and intentions to purchase the extended warranty contract than those who do not use AR. When a product offers upgrade service, the negative impact of product AR usage on consumer attitude and intention to purchase an extended warranty contract is reduced. In addition, when product complexity is low, consumers who use AR show lower attitudes and intentions to purchase the extended warranty contract (vs. those who do not use AR). When product complexity is high, the negative impact of product AR usage on consumer attitude and intention to purchase an extended warranty contract is attenuated.
The findings of this study provide important warnings for marketers in promoting extended warranty contract when more and more companies adopt AR in product demonstration. Marketers should be aware of the potential backfiring effect of AR usage and tailor marketing strategies based on the characteristics of product upgrade service and product complexity.

論文審定書 i
摘要 ii
Abstract iv
目錄 vi
圖次 viii
表次 ix
第一章 緒論 1
第一節 前言 1
第二節 研究背景 1
第三節 研究動機 4
第四節 研究目的與問題 5
第五節 研究架構與流程 7
第二章 文獻探討 8
第一節 前言 8
第二節 擴增實境 8
第三節 產品延長保固合約 17
第四節 感知掌控 23
第五節 感知產品功能風險 26
第六節 產品升級服務 28
第七節 產品複雜度 33
第八節 小結 34
第三章 研究設計與方法 35
第一節 前言 35
第二節 研究假設與架構 35
第三節 實驗設計的建立 41
第四節 小結 42
第四章 實驗一設計與分析 43
第一節 前言 43
第二節 變數的操作型定義與衡量方法 43
第三節 研究流程與問卷設計 50
第四節 實驗一的結果分析 51
第五節 小結 59
第五章 實驗二設計與分析 60
第一節 前言 60
第二節 變數的操作型定義與衡量方法 60
第三節 研究流程與問卷設計 66
第四節 實驗二的結果與分析 67
第五節 小結 75
第六章 實驗三設計與分析 76
第一節 前言 76
第二節 變數的操作型定義與衡量方法 76
第三節 研究流程與問卷設計 83
第四節 實驗三的結果與分析 85
第五節 小結 91
第七章 結論與建議 92
第一節 前言 92
第二節 研究結果與討論 92
第三節 研究貢獻 95
第四節 研究限制 98
第五節 未來研究方向 100
第六節 小結 102
參考文獻 103
附錄一：實驗一問卷 1（擴增實境） 120
附錄一：實驗一問卷 2（無擴增實境） 127
附錄二：實驗二問卷 1（擴增實境 × 產品提供升級服務） 134
附錄二：實驗二問卷 2（擴增實境 × 產品無提供升級服務） 140
附錄二：實驗二問卷 3（無擴增實境 × 產品提供升級服務） 146
附錄二：實驗二問卷 4 152
（無擴增實境 × 產品無提供升級服務） 152
附錄三：實驗三問卷 1（擴增實境 × 產品高複雜度） 158
附錄三：實驗三問卷 2（擴增實境 × 產品低複雜度） 165
附錄三：實驗三問卷 3（無擴增實境 × 產品高複雜度） 172
附錄三：實驗三問卷 4（無擴增實境 × 產品低複雜度） 179

Aggarwal, R., & Singhal, T. (2019). Augmented reality and its effect on memory retention. Journal of Educational Technology, 15(2), 45-56.
Avnet, T., & Higgins, E. T. (2006). How regulatory fit affects value in consumer choices and opinions. Journal of Marketing Research, 43(1), 1-10.
Azuma, R. T. (1997). A survey of augmented reality. Presence: Teleoperators & Virtual Environments, 6(4), 355-385.
Baek, T. H., Yoo, C. Y., & Yoon, S. (2018). The influence of augmented reality on purchase intention: The role of cognitive and affective responses. Journal of Business Research, 92(1), 173-183.
Balachandran, K. R., Maschmeyer, R. A., & Livingstone, J. L. (1981). Product warranty period: A Markovian approach to estimation and analysis of repair and replacement costs. The Accounting Review, 56(1), 115-124.
Barhorst, J. B., McLean, G., Shah, E., & Mack, R. (2021). Blending the real world and the virtual world: Exploring the role of flow in augmented reality experiences. Journal of Business Research, 122(6), 423-436.
Barta, S., Schmitz, C., & Meyer, A. (2023). The impact of digital transformation on salespeople: An empirical investigation of the role of digital sales tools. Journal of Business Research, 142(1), 1-12.
Bauer, R. A. (1960). Consumer behavior as risk taking. Journal of the American Marketing Association, 26(3), 389-398.
Bearden, W. O., & Shimp, T. A. (1982). The use of extrinsic cues to facilitate product adoption. Journal of Marketing Research, 19(2), 229-239.
Beck, M., & Crié, D. (2018). I virtually try it... I want it! Virtual fitting room: A tool to increase on-line and off-line exploratory behavior, patronage and purchase intentions. Journal of Retailing and Consumer Services, 40(2), 279-286.
Bellezza, S., Ackerman, J. M., & Gino, F. (2016). Becoming immortal: The future self and consumer decisions that endure over time. Journal of Consumer Research, 43(4), 636-660.
Bellezza, S., Paharia, N., & Keinan, A. (2017). Conspicuous consumption of time: When busyness and lack of leisure time become a status symbol. Journal of Consumer Research, 44(1), 118-138.
Bhatnagar, A., Misra, S., & Rao, H. R. (2000). On risk, convenience, and internet shopping behavior. Communications of the Association for Computing Machinery, 43(11), 98-105.
Burnham, T. A., Frels, J. K., & Mahajan, V. (2023). Consumer switching costs: A typology, antecedents, and consequences. Journal of the Academy of Marketing Science, 31(2), 109-126.
Carrozzi, A., Chylinski, M., Heller, J., Hilken, T., Keeling, D. I., & de Ruyter, K. (2019). Augmented reality marketing: Leveraging technology for engagement. Journal of Business Research, 116(2), 442-456.
Chang, H. H., & Wang, H. W. (2018). An investigation of user communication behavior in computer mediated environments. Computers in Human Behavior, 24(5), 2336-2356.
Chaudhuri, A. (1998). Product class effects on perceived risk: The role of emotion. International Journal of Research in Marketing, 15(2), 157-168.
Chen, C.-K., Lo, C.-C., & Weng, T.-C. (2017). Optimal production run length and warranty period for an imperfect production system under selling price dependent on warranty period. European Journal of Operational Research, 259(2), 401-412.
Chen, H., Yang, J., & Tang, X. (2019). Augmented reality applications in consumer behavior: A meta-analysis. Journal of Consumer Research, 46(5), 894-918.
Chen, R., & He, F. (2009). Examination of brand knowledge, perceived risk and consumer intention to adopt an online retailer. Total Quality Management & Business Excellence, 20(4), 423-443.
Chen, R., Lee, C. H., & Hsieh, C. W. (2019). Effects of augmented reality on learning performance, motivation, and retention: A meta-analysis. Educational Research Review, 27(2), 106-115.
Chen, T., Kalra, A., & Sun, B. (2009). Why do consumers buy extended service contract? Journal of Consumer Research, 36(4), 611-623.
Cho, H., & Schwarz, N. (2010). I like those glasses on you, but not in the mirror: Fluency, preference, and virtual mirrors. Journal of Consumer Psychology, 20(4), 471-475.
Chukova, S., Johnston, D., & Robinson, J. (1993). Warranty and maintenance: A review. International Journal of Quality & Reliability Management, 10(2), 6-21.
Cummings, J. J., & Bailenson, J. N. (2016). How immersive is enough? A meta-analysis of the effect of immersive technology on user presence. Media Psychology, 19(2), 272-309.
d’Astous, A., & Guèvremont, A. (2008). Effects of retailer post-purchase guarantee policies on consumer perceptions with the moderating influence of financial risk and product complexity. Journal of Retailing and Consumer Services, 15(4), 306-314.
Dhar, R., & Wertenbroch, K. (2000). Consumer choice between hedonic and utilitarian goods. Journal of Marketing Research, 37(1), 60-71.
Dholakia, U. M. (2001). A motivational process model of product involvement and consumer risk perception. European Journal of Marketing, 35(11), 1340-1362.
Ding, X., Lin, L., & Zhang, J. (2020). Influences of reference group on users’ purchase intentions in network communities: From the perspective of trial purchase and upgrade purchase. Sustainability, 12(24), 106-119.
Dowling, G. R., & Staelin, R. (1994). A Model of Perceived Risk and Intended Risk-Handling Activity. Journal of Consumer Research, 21(1), 119-134.
Downes, E. J., & McMillan, S. J. (2000). Defining interactivity: A qualitative identification of key dimensions. New Media & Society, 2(2), 157-179.
Estelami, H., Lehmann, D. R., & Holden, A. C. (2016). Macroeconomic determinants of consumer perceptions of financial risk. Journal of Consumer Behaviour, 15(3), 283-298.
Fast, N. J., Gruenfeld, D. H., Sivanathan, N., & Galinsky, A. D. (2009). Illusory control: A generative force behind power’s far-reaching effects. Psychological Science, 20(4), 502-508.
Fenton-O’Creevy, M., Nicholson, N., Soane, E., & Willman, P. (2003). Trading on illusions: Unrealistic perceptions of control and trading performance. Journal of Occupational and Organizational Psychology, 76(1), 53-68.
Flavián, C., Gurrea, R., & Orús, C. (2017). Understanding the influence of virtual reality on visual attention and memory: The role of vividness and interactivity. Computers in Human Behavior, 77(4), 271-283.
Forster, J., Lieberman, M. D., & Shapira, O. (2011). Seeing the forest or the trees? Shifting focus from global to local processing in priming. Journal of Experimental Psychology, 140(4), 520-534.
Franke, N., & Piller, F. (2014). Value creation by toolkits for user innovation and design: The case of the watch market. Journal of Product Innovation Management, 21(6), 401-415.
Ganderton, P. T., Brookshire, D. S., McKee, M., Stewart, S., & Thurston, H. (2000). Buying insurance for disaster-type risks: Experimental evidence. Journal of Risk and Uncertainty, 20(3), 271-289.
Garcia, R., Bardhi, F., & Friedrich, C. (2014). Overcoming consumer resistance to innovation: The role of co-creation and technological embeddedness. Journal of Consumer Research, 41(2), 329-350.
Garbas, P., Kamleitner, B., & Hütter, M. (2022). Monetizing constraints: When unlocking features by upgrading a product backfires. Journal of Consumer Psychology, 32(4), 636-653.
Glickman, T. S., & Berger, P. D. (1976). Optimal price and protection period decisions for a product under warranty. Management Science, 22(12), 1381-1390.
Grewal, L., Hmurovic, J., Lamberton, C., & Reczek, R. W. (2021). The self-perception connection: Why consumers devalue unattractive produce. Journal of Marketing, 85(1), 92-105.
Harris, P., & Middleton, W. (1994). The illusion of control and optimism about health: On being less at risk but no more in control than others. British Journal of Social Psychology, 33(4), 369-386.
Hayes, A. F. (2017). Introduction to mediation, moderation, and conditional process analysis: A regression-based approach (2nd ed.). Guilford Press.
Heath, C., & Tversky, A. (1991). Preference and belief: Ambiguity and competence in choice under uncertainty. Journal of Risk and Uncertainty, 4(2), 5-28.
Heller, J., Chylinski, M., de Ruyter, K., Keeling, D. I., & Mahr, D. (2019). Let me imagine that for you: Transforming the retail frontline through augmenting customer mental imagery ability. Journal of Retailing, 95(2), 94-114.
Hilken, T., de Ruyter, K., Chylinski, M., Mahr, D., & Keeling, D. I. (2017). Augmenting the eye of the beholder: Exploring the strategic potential of augmented reality to enhance online service experiences. Journal of the Academy of Marketing Science, 45(6), 884-905.
Hilken, T., Keeling, D. I., Heller, J., de Ruyter, K., Chylinski, M., & Mahr, D. (2018). The paradox of augmenting reality: How digital augmentation influences older consumers’ decision-making. Journal of Consumer Research, 45(3), 533-556.
Hill, P. L., & Allemand, M. (2010). Forgivingness and adult patterns of individual differences in perceived control and personal growth. Journal of Research in Personality, 44(3), 245-250.
Hirschman, E. C. (1980). Innovativeness, novelty seeking, and consumer creativity. Journal of Consumer Research, 7(3), 283-295.
Hirunyawipada, T., & Paswan, A. K. (2006). Consumer innovativeness and perceived risk: Implications for high-technology product adoption. Journal of Consumer Marketing, 23(4), 182-198.
Hoff, K. A., & Bashir, M. (2015). Trust in automation: Integrating empirical evidence on factors that influence trust. Human Factors, 57(3), 407-434.
Hoffman, D. L., & Novak, T. P. (2019). Flow online: Lessons learned and future prospects. Journal of Interactive Marketing, 23(1), 23-34.
Homburg, C., Schwemmle, M., & Kuehnl, C. (2015). New product design: Concept, measurement, and consequences. Journal of Marketing, 79(5), 41-56.
Hou, J., Du, L., & Li, J. (2008). The effects of emotional intelligence and creativity on job performance: The mediating role of creative self-efficacy. Journal of Applied Psychology, 93(6), 1368-1374.
Hsu, C. L., Lin, J. C. C., & Chiang, H. S. (2024). The effects of blogger recommendations on customer online shopping intentions. Internet Research, 24(1), 69-88.
Huang, H.-Z., Liu, Z.-J., & Murthy, D. N. P. (2007). Optimal reliability, warranty and price for new products. IIE Transactions, 39(8), 819-827.
Huang, Y.-L., Chen, K.-Y., & Lee, W.-C. (2007). The impact of warranty policy on consumer purchase intention: The role of perceived risk and product involvement. Journal of Consumer Marketing, 24(4), 250-259.
Huysentruyt, M., & Read, D. (2010). How do people value extended warranties? Evidence from two field surveys. Journal of Risk and Uncertainty, 40(3), 197-218.
Jacoby, J., & Kaplan, L. B. (1972). The components of perceived risk. Journal of Consumer Research, 3(2), 382-393.
Javornik, A. (2016). Augmented reality: Research agenda for studying the impact of its media characteristics on consumer behaviour. Journal of Retailing and Consumer Services, 30(2), 252-261.
Javornik, A. (2016). ‘It’s an illusion, but it looks real!’ Consumer responses to augmented reality applications. Journal of Marketing Management, 32(9), 987-1011.
Jessen, A., Hilken, T., Chylinski, M., Mahr, D., Ruyter, K. D., & Keeling, D. I. (2020). The playground effect: How augmented reality drives creative customer engagement. Journal of Business Research, 116(3), 85-98.
Jindal, P. (2015). Risk preferences and demand drivers of extended warranties. Marketing Science, 34(1), 39-58.
Johnson, E. J., Hershey, J., Meszaros, J., & Kunreuther, H. (1993). Framing, probability distortions, and insurance decisions. Journal of Risk and Uncertainty, 7(1), 35-51.
Jung, W., Peck, J., Palmeira, M., & Kim, K. (2022). An unintended consequence of product upgrades: How upgrades can make current consumers feel left behind. Journal of Marketing Research, 59(5), 1019-1039.
Keller, K. L. (2013). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22.
Khan, T., Johnston, K., & Ophoff, J. (2019). The impact of an augmented reality application on learning motivation of students. Advances in Human-Computer Interaction, 2(1), 1-14.
Kim, J., & Lennon, S. J. (2013). Effects of reputation and website quality on online consumers' emotion, perceived risk, and purchase intention: Based on the stimulus‐organism‐response model. Journal of Research in Interactive Marketing, 7(3), 33-56.
Kim, S., Park, H., & Kader, M. S. (2023). How augmented reality can improve e-commerce website quality through interactivity and vividness: The moderating role of need for touch. Journal of Fashion Marketing and Management, 27(5), 760-783.
Knight, T., Davison, T. E., McCabe, M. P., & Mellor, D. (2011). Perceived control and depression in older adults in residential care. Ageing & Society, 31(5), 870-884.
Kumar, J., & Dholakia, N. (2021). Flow and immersion in video games: The aftermath of a conceptual challenge. Journal of Consumer Behaviour, 20(2), 442-454.
Langer, E. J. (1975). The illusion of control. Journal of Personality and Social Psychology, 32(2), 311-328.
Laroche, M., Bergeron, J., & Goutaland, C. (2004). How intangibility affects perceived risk: The moderating role of knowledge and involvement. Journal of Services Marketing, 17(2), 122-140.
Laroche, M., McDougall, G. H. G., Bergeron, J., & Yang, Z. (2004). Exploring how intangibility affects perceived risk. Journal of Service Research, 6(4), 373-389.
Lee, S. Y., & Shin, H. J. (2020). The role of AR-based product presentations in reducing product uncertainty in online shopping. Journal of Retailing and Consumer Services, 2(3), 66-78.
Lombard, M., & Snyder-Duch, J. (2021). Interactive advertising and presence: A framework. Journal of Interactive Advertising, 1(2), 56-65.
Loomba, A. P. S. (1998). Evolution of product warranty: A chronological study. Journal of Management History, 4(2), 124-136.
Marinova, D., & Singh, J. (2014). Consumer decision to upgrade or downgrade a service membership. Journal of the Academy of Marketing Science, 42(5), 596-618.
Matute, H., & Blanco, F. (2014). Reducing the illusion of control when an action is followed by an undesired outcome. Psychonomic Bulletin & Review, 21(5), 1087-1093.
McLean, G., & Wilson, A. (2019). Shopping in the digital world: Examining customer engagement through augmented reality mobile applications. Computers in Human Behavior, 101(3), 210-224.
Meuter, M. L., Ostrom, A. L., Bitner, M. J., & Roundtree, R. (2013). The influence of technology anxiety on consumer use and experiences with self-service technologies. Journal of Business Research, 56(11), 899-906.
Michel, N., Guillaume, M., Palinkas, L., & Suedfeld, P. (2022). Dynamics of stress and recovery and relationships with perceived perceived control in extreme environments. Journal of Environmental Psychology, 84(5), 174-202.
Mitchell, V.-W. (1999). Consumer perceived risk: Conceptualisations and models. European Journal of Marketing, 33(1), 163-195.
Montpetit, M. A., & Tiberio, S. S. (2016). Probing resilience: Daily perceived control, self-esteem, and stress appraisal. International Journal of Aging and Human Development, 83(4), 284-305.
Mudambi, S. M., & Schuff, D. (2012). What makes a helpful online review? A study of review, reviewer, and product characteristics. MIS Quarterly, 36(1), 185-200.
Murthy, D. N. P., & Djamaludin, I. (2002). New product warranty: A literature review. International Journal of Production Economics, 79(3), 231-260.
Murthy, D. N. P., Solem, O., & Roren, T. (2004). Product warranty logistics: Issues and challenges. European Journal of Operational Research, 156(1), 110-126.
Nagy, P., Koles, B., & Kiss, A. (2022). The role of perceived control in virtual reality-mediated environments. Computers in Human Behavior, 131(6), 415-429.
Okada, E. M. (2006). Upgrades and new purchases. Journal of Marketing, 70(4), 92-102.
Ou, C. X., Pavlou, P. A., & Davison, R. M. (2013). Swift guanxi in online marketplaces: The role of computer-mediated communication technologies. MIS Quarterly, 37(1), 11-27.
Paivio, A. (2020). Mental imagery in associative learning and memory. Psychological Review, 76(3), 241-263.
Park, J., Lennon, S. J., & Stoel, L. (2005). On-line product presentation: Effects on mood, perceived risk, and purchase intention. Psychology & Marketing, 22(9), 695-719.
Pasiodora, M. A., Brei, V. A., & Nicolao, L. (2025). Why do upgrades worsen consumers’ experience with their possessions? European Journal of Marketing, 13(7), 135-147.
Peifer, C., Schulz, A., Schächinger, H., Baumann, N., & Antoni, C. H. (2014). The relation of flow-experience and physiological arousal under stress—Can u shape it? Journal of Experimental Social Psychology, 53, 62-69.
Perron, B. E. (2006). A critical examination of the Perceived control Scale. Social Indicators Research, 79(2), 171-188.
Phillips, D. L. (1961). Social participation and happiness. American Journal of Sociology, 66(5), 513-518.
Pizzi, G., Scarpi, D., & Pantano, E. (2019). Virtual reality, real reactions? Comparing consumer perceptions and shopping orientation across physical and virtual-reality retail stores. Computers in Human Behavior, 96(3), 1-12.
Poushneh, A., Derakhshan, F., & Lee, S. W. (2024). The impact of augmented reality on consumer decision-making: Examining control, interactivity, and user experience. Journal of Consumer Behavior, 49(3), 315-330.
Poushneh, A., & Vasquez-Parraga, A. Z. (2017). Discernible impact of augmented reality on retail customer's experience, satisfaction and willingness to buy. Journal of Retailing and Consumer Services, 34(1), 229-234.
Preece, C., Jaimovich, J., Bianchi-Berthouze, N., & Pearce, C. (2015). Understanding consumer engagement in augmented reality retail applications. Computers in Human Behavior, 50(5), 569-577.
Priest, G. L. (1981). A theory of the consumer product warranty. The Yale Law Journal, 90(6), 1297-1352.
Rauschnabel, P. A., He, J., & Ro, Y. K. (2018). Antecedents to the adoption of augmented reality smart glasses: A closer look at privacy risks. Journal of Business Research, 92(3), 374-384.
Rauschnabel, P. A., He, J., & Ro, Y. K. (2022). Augmented reality shopping: The role of immersion and interactivity in influencing purchase intention. Journal of Business Research, 140(1), 526-538.
Riva, G., Waterworth, J. A., & Murray, D. (2016). Interacting with presence: Human-computer interaction and the sense of presence in computer-mediated environments. International Journal of Human-Computer Studies, 64(2), 145-151.
Rosillo-Díaz, E., Blanco-Encomienda, F. J., & Crespo-Almendros, E. (2020). A cross-cultural analysis of perceived product quality, perceived risk, and purchase intention in e-commerce platforms. Journal of Enterprise Information Management, 33(1), 139-160.
Ryff, C. D. (1989). Happiness is everything, or is it? Explorations on the meaning of psychological well-being. Journal of Personality and Social Psychology, 57(6), 1069-1081.
Ryff, C. D., & Keyes, C. L. M. (1995). The structure of psychological well-being revisited. Journal of Personality and Social Psychology, 69(4), 719-727.
Schmidt, J., Reichstein, C., & Härting, R.-C. (2022). Influence of augmented reality on consumer behaviour in online retailing. Journal of Research in Interactive Marketing, 15(3), 355-372.
Schreier, M. (2016). The value increment of mass-customized products: An empirical assessment. Journal of Consumer Behaviour, 5(4), 317-327.
Sela, A., & LeBoeuf, R. A. (2016). Comparison neglect in upgrade decisions. Journal of Marketing Research, 54(5), 655-671.
Shafiee, M., & Chukova, S. (2013). Maintenance models in warranty: A literature review. European Journal of Operational Research, 229(3), 561-572.
Smink, A. R., Frowijn, S. P., van Reijmersdal, E. A., van Noort, G., & Neijens, P. C. (2020). Shopping in augmented reality: The effects of spatial presence, personalization and intrusiveness on app and brand responses. Journal of Business Research, 118(2), 474-485.
Snoj, B., Pisnik Korda, A., & Mumel, D. (2004). The relationships among perceived quality, perceived risk and perceived product value. Journal of Product & Brand Management, 13(3), 156-167.
Song, H. K., Baek, E., & Choo, H. J. (2020). Try-on experience with augmented reality comforts your decision: Focusing on the roles of immersion and psychological ownership. Information Technology & People, 33(4), 1214-1234.
Srivastava, J., & Mitra, A. (1998). Warranty as a signal of quality: The moderating effect of consumer knowledge on quality evaluations. Marketing Letters, 9(4), 327-336.
Steuer, J. (1992). Defining virtual reality: Dimensions determining telepresence. Journal of Communication, 42(4), 73-93.
Stone, R. N., & Gronhaug, K. (1993). Perceived risk: Further considerations for the marketing discipline. European Journal of Marketing, 27(3), 39-50.
Sung, E. C. (2021). The effects of augmented reality mobile app advertising: Viral marketing via shared social experience. Journal of Business Research, 122(1), 75- 87.
Thakkar, K. Y., Joshi, B. B., & Kachhela, P. P. (2023). Consumer engagement with augmented reality (AR) in marketing: Exploring the use of AR technology in marketing campaigns and its impact on consumer engagement, brand experiences, and purchase decisions. Journal of Management Research and Analysis, 10(2), 99-105.
Thompson, R., & Coker, K. K. (2021). Perceived control and online consumer trust: The role of website quality and experience. Electronic Commerce Research and Applications, 45(3), 231-260.
Thompson, S. C., Armstrong, W., & Thomas, C. (1998). Illusions of control, underestimations, and accuracy: A control heuristic explanation. Psychological Bulletin, 123(2), 143-161.
Trope, Y., & Liberman, N. (2003). Temporal construal. Psychological Review, 110(3), 403-421.
Tussyadiah, I. P., Wang, D., Jung, T. H., & tom Dieck, M. C. (2018). Virtual reality, presence, and attitude change: Empirical evidence from tourism. Tourism Management, 66(2), 140-154.
Tversky, A., & Fox, C. R. (1995). Weighing risk and uncertainty. Psychological Review, 102(2), 269-283.
Van Esch, P., Cui, Y., & Jain, S. P. (2019). The impact of artificial intelligence on consumer trust in online shopping: A comparative study of chatbots and human agents. Journal of Retailing and Consumer Services, 52(2), 133-147.
Valenzuela, A. (2023). Consumer-technology interactions: How virtual display of options affects decision making. Journal of Consumer Psychology, 33(1), 45-59.
van Noort, G., Voorveld, H. A. M., & Reijmersdal, E. A. (2022). Interactivity in brand web sites: Cognitive, affective, and behavioral responses explained by consumers' online flow experience. Journal of Interactive Marketing, 26(4), 223-234.
Wang, C., & John, D. R. (2019). Upgrading for distinction: The psychological and social motivations of status signaling via product enhancement. Journal of Consumer Research, 46(3), 563–585.
Wedel, M., Bigné, E., & Zhang, J. (2020). Virtual and augmented reality: Advancing research in consumer marketing. International Journal of Research in Marketing, 37(3), 443-465.
Wertenbroch, K., & Skiera, B. (2002). Measuring consumers' willingness to pay at the point of purchase. Journal of Marketing Research, 39(2), 228-241.
Wettstein, M., Wahl, H.-W., Shoval, N., Auslander, G., Oswald, F., & Heinik, J. (2014). Cognitive status moderates the relationship between out-of-home behavior (OOHB), perceived control and affect. Archives of Gerontology and Geriatrics, 59(1), 113-121.
Wirth, W., Hartmann, T., Bocking, S., Vorderer, P., Klimmt, C., Schramm, H., Saari, T., Gysbers, A., Laarni, J., Ravaja, N., & Jäncke, F. (2017). A process model of the formation of spatial presence experiences. Media Psychology, 9(3), 493-525.
Wood, S. L., & Swait, J. (2002). Psychological indicators of innovation adoption: Cross-classification based on need for cognition and need for change. Journal of Consumer Psychology, 12(1), 1-13.
Yim, M. Y. C., Chu, S. C., & Sauer, P. L. (2017). Is augmented reality technology an effective tool for e-commerce? An interactivity and vividness perspective. Journal of Interactive Marketing, 39(1), 89-103.
Yim, M. Y.-C., & Park, S.-Y. (2019). Do augmented reality mirrors improve consumer experience? The impact of virtual try-on technology on perceived diagnosticity and self-presence. Journal of Retailing, 95(4), 511-524.
Zarantonello, L., & Schmitt, B. H. (2023). Experiential AR/VR: A consumer and service framework and research agenda. Journal of Service Management, 34(1), 34-55.
Zhang, X., Chen, H., & Ma, J. (2024). Product type and anticipated regret: The key to unlocking consumer upgrade intention. Journal of Consumer Behaviour, 15(2), 56-73.
Ziamou, P., & Ratneshwar, S. (2003). Innovations in product functionality: When and why are explicit comparisons effective? Journal of Marketing, 67(2), 49-61.