Consumer value of camera-based mobile interaction with the real world

Camera-based mobile interaction with the real world allows consumers to connect digital information with the real-world environment, and furthermore, to interact with real-world objects and places. To explore and understand the types of consumer value in the context of such consumer-level applications, we applied the critical incident technique to reflect actual use experiences from 107 application users with a recognized consumer value framework by Holbrook. The findings of the study suggest that at the current state value is heavily based on utilitarian efficiency and excellence. Although the applications enable a diverse value, they have yet to fulfill their potential in providing hedonic and other-oriented value. (C) 2012 Elsevier B.V. All rights reserved.