TY - JOUR
T1 - The 4C framework
T2 - Towards a holistic understanding of consumer engagement with augmented reality
AU - Rauschnabel, Philipp A.
AU - Felix, Reto
AU - Heller, Jonas
AU - Hinsch, Chris
N1 - Funding Information:
We would like to thank the Universität der Bundeswehr München for funding the open access fees for this article.
data source:
PY - 2024/5/1
Y1 - 2024/5/1
N2 - Augmented Reality (AR) is an emerging concept that impacts many disciplines, such as business, marketing, tourism, gaming, human-computer interaction, and manufacturing. Surprisingly, many scholarly and practical discussions overlook the fundamental primary factors that distinguish AR from other concepts, namely, that it involves a computing device that integrates virtual content into a consumer's perception of the real world in a specific context. The current article addresses this gap in the literature by proposing the 4C framework (based on the 4Cs: consumer, content, context, and computing device; pronounced: foresee) that highlights the importance of, and interplay among these four factors. Building on configurational theory, the framework calls for the systematic identification of additional AR-relevant factors across the 4Cs. Scholars can use this framework to systematically identify research gaps and variables of interest. Practitioners across various disciplines can employ the framework to systematically assess, communicate, and develop AR use cases.
AB - Augmented Reality (AR) is an emerging concept that impacts many disciplines, such as business, marketing, tourism, gaming, human-computer interaction, and manufacturing. Surprisingly, many scholarly and practical discussions overlook the fundamental primary factors that distinguish AR from other concepts, namely, that it involves a computing device that integrates virtual content into a consumer's perception of the real world in a specific context. The current article addresses this gap in the literature by proposing the 4C framework (based on the 4Cs: consumer, content, context, and computing device; pronounced: foresee) that highlights the importance of, and interplay among these four factors. Building on configurational theory, the framework calls for the systematic identification of additional AR-relevant factors across the 4Cs. Scholars can use this framework to systematically identify research gaps and variables of interest. Practitioners across various disciplines can employ the framework to systematically assess, communicate, and develop AR use cases.
KW - Augmented Reality
KW - Consumer
KW - Content
KW - Context
KW - Engagement
KW - Metaverse
U2 - 10.1016/j.chb.2023.108105
DO - 10.1016/j.chb.2023.108105
M3 - Article
SN - 0747-5632
VL - 154
JO - Computers in Human Behavior
JF - Computers in Human Behavior
M1 - 108105
ER -