Augmented Reality
Augmented reality is defined as a form of experience which enhance real world with computer-generated content regarding to specific locations, activities (Yuen et al., 2011)
It refers to technology allowing virtual imagery (computer generated) to overlay physical objects in real time (Zhou et al., 2008). Understanding augmented reality in detail involves examining augmented reality with virtual reality concept. Milgram et al. (1995) imply a reality-virtuality continuum in their study which includes real environment in one side and virtual environment on the other side. The continuum includes augmented reality next to real environment. In virtual reality, the environment is completely virtual. On the other hand, augmented reality includes virtual elements with real environment together. Therefore, a mobile phone app which shows a virtual world and does not include any real life objects refer to virtual reality app, while a mobile phone application showing virtual objects together with real life environment refers to augmented reality app. Azuma (1997) states three characteristics of augmented reality; combining virtual and real, registered in three dimensions, interactive in real time.
Augmented reality applications and researches has a wide range of search areas; including, design/manufacturing (Nee et al., 2012), education (Kesim & Ozarslan, 2012 ;Wojciechowski & Cellary, 2013; Bujak et al., 2013), tourism (Jung et al., 2015; tom Dieck & Jung, 2018), retailing (Dacko, 2017). It can be interpreted that augmented reality has two main sides for research; technical side and its implementation to various industries; consuming side and its consumption in different contexts.
Consumption of augmented reality is the first topic of implementation area. How consumers react to augmented reality applications, how marketers can use AR to improve their marketing efforts are main questions. Scholz and Smith (2016) proposes a framework for creating successful AR programs and it includes eight items (ENTANGLE). These items are; experience, nourishing engagement, target audiences, aligning AR with marketing programme, neutralizing threats, goals, leveraging brand meanings and enticing consumers. This study evaluates augmented reality as not a part of marketing campaign, but a technology mobile users consume as experience. This study has a consumer-market perspective which examines augmented reality as end-user product (mobile phone applications). Next section focuses on consumption mobile application in mobile application context.