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© 2013 Mark Yi-Cheon Yim.  All rights reserved

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Mark Yi-Cheon Yim, Ph.D.


When consumers encounter uncertainty regarding their purchase decisions, they tend to perform a mental visualization process of creating a self-involved imaginative future incident about a product/service in which the consumption outcome is envisioned. The current study proposes a new measurement instrument to capture the process, namely self-transformative consumption vision (SCV) scale. Although similar theoretical constructs have been introduced, validity tests in more diverse media platforms and more elaborated measurement approaches are required. As today’s marketing communications are increasingly oriented toward stimulating SCV through diverse rich and interactive media, it is considered scholarly and practically meaningful to propose a new scale. To this end, several pretests are conducted for initial item generations and stimuli developments. Study 1 and 2 identify valid items that capture SCV and Study 3 establishes the SCV construct’s nomological validity. Study 4 and 5 apply this scale in an empirical study, thereby comparing it to existing scales to identify scale superiority.


Yim, M.Y., Baek, T., & Sauer, P.L. (2018), "I see myself in service and product consumptions: Measuring self-transformative consumption vision (SCV) evoked by static and rich media," Journal of Interactive Marketing (forthcoming).

This study evaluates the effectiveness of augmented reality (AR) as an e-commerce tool using two products–sunglasses and watches. Study 1 explores the effectiveness of AR by comparing it to a conventional website. The results show that AR provides effective communication benefits by generating greater novelty, immersion, enjoyment, and usefulness, resulting in positive attitudes toward medium and purchase intention, compared to the web-based product presentations. Study 2 compares the paths by which consumers evaluate products through AR versus web with a focus on interactivity and vividness. It is revealed that immersion mediates the relationship between interactivity/vividness and two outcome variables–usefulness and enjoyment in the AR condition compared to the web condition where no significant paths between interactivity and immersion and between previous media experience and media novelty are found. Participants’ subjective opinions about AR are examined through opinion mining to better understand consumer responses to AR.


Yim, M.Y., Chu, S., & Sauer, P.L. (2017), "Is augmented reality technology an effective tool for e-commerce? An interactivity and vividness perspective," Journal of Interactive Marketing, 39, 89-103.

Augmented reality (AR)-based virtual try-on product presentations allow consumers to assess how well the displayed products match their actual bodies, unlike traditional Web-based product presentations. This study examines the important role of the consumer's perceived body image in consumer evaluation and intention to adopt AR-based virtual try-on technology. The study compares consumer responses to AR-based and traditional Web-based product presentations. The results reveal that consumers who perceive their body image as unfavorable record more favorable evaluations about AR than about traditional Web-based product presentations, while consumers who perceive their body image as favorable record no differences in their responses to the two presentations. Moreover, the positive and negative impacts of interactivity and media irritation on adoption intention are moderated by body image for AR but not for Web-based product presentations. This study not only has significant implications for researchers but also practical implications for e-tailors.


Yim, M.Y., & Park, S. (2019), “I am not satisfied with my body, so I like augmented reality (AR)”: Consumer responses to AR-based product presentations,” Journal of Business Research, 100, 581-589.