Touching Holograms with Windows Mixed Reality: Renovating the Consumer Retailing Services

Recent technological advances in wearable technologies, such as mixed-reality devices, have enabled consumers to interact with artificial three-dimensional visual environments. This presents an incredible opportunity for service retailers to present alternative ways of interacting with their services. This study empirically investigates the potential applications of Windows Mixed Reality devices, while specifically examining various forms of consumer perceptions and behavioural intentions. This research is among the first to empirically examine the effect of windows mixed reality experiences, enabled by the latest wearable devices, on intentions of users in a services retailing context. The results of this study help guide retailers who are looking to integrate Windows Mixed Reality devices in their practice to increase user satisfaction, trust, and utilitarian needs. The paper recommends specific theoretical and managerial implications.

Windows mixed reality, Consumer experience, Services retailing, Perceived immersion, Hologram, Augmented reality, Behavioural intention

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This research was supported by Ted Rogers School of Management Faculty Start-up Fund, Toronto Metropolitan University (opens in new window)  (Grant ID: 1-13-36501-321101).