Understand Users’ Sharing and Continuance Intention toward Commodity-Oriented AR Filters on Social Media: an Integrated Perspective of Stimulus-Organism-Response Theory

다국어 초록 (Multilingual Abstract)

As Augmented Reality (AR) technology constantly develops and innovates, it appears on social media in the form of filters. Snapchat, Facebook, and Instagram have launched AR filters in recent years, and it has become an essential feature within social media platforms. Therefore, the demand for brands to use AR filters to engage with their customers is also continuously growing. By drawing on the stimulus-organism-response (S-O-R) framework, this study aims to understand how commodity-oriented AR filters’ attributes (multiple products presentation and AR filter interactivity) can impact users’ sharing and continuance intention through perceived informativeness and perceived immersed. The results will help brand managers to focus on specific factors to develop and implement AR filters effectively.

목차 (Table of Contents)

• Abstract
• Introduction
• Background
• Theoretical framework
• Research Method
• Expected Contributions
• References