Augmented Reality and Mobile Consumers: Mining Reviews of AR Applications for Consumer Perceptions

Canbolat Z. N., Pınarbaşı F.

in: Managerial Challenges and Social Impacts of Virtual and Augmented Reality, Sandra Maria Correia Loureiro, Editor, IGI Global, Pennsylvania, pp.76-94, 2020

  • Publication Type: Book Chapter / Chapter Research Book
  • Publication Date: 2020
  • Publisher: IGI Global
  • City: Pennsylvania
  • Page Numbers: pp.76-94
  • Editors: Sandra Maria Correia Loureiro, Editor
  • Istanbul Medipol University Affiliated: Yes


In this chapter, consumer perceptions of augmented reality mobile applications will be emphasized and the analysis will be carried out through the mobile application markets of two different countries. In the research, the top 20 applications were selected from the UK and USA mobile application markets and the last consumer evaluations regarding these applications were obtained. In accordance with the purpose of the research, text mining methods were used to evaluate the expressions of consumers, since data mining methodologies can contribute to a better understanding of unstructured data. In the research, top words, bigram, and trigram are used in consumer comments. Then sentiment analysis method is employed to determine the emotions in consumer comments. Authors conclude that both markets have positive polarities. While the study provides a theoretical contribution in terms of consumer evaluations and new product perception, it also contributes to the sector in terms of expressions and evaluations used by consumers.