Artırılmış Gerçeklik Deneyiminin Sadakat ve Satın Alma Niyetine Etkisi: Perakende Sektöründe Bir Uygulama

Yıl 2022, Cilt: 30 Sayı: 52, 129 - 155, 28.04.2022

Oya Eru , Yusuf Volkan Topuz , Ruziye Cop

https://doi.org/10.17233/sosyoekonomi.2022.02.08

Cited By: 2

Öz

Pazarlama faaliyetlerinde mobil uygulamaların kullanımını popüler hale gelmesiyle birlikte günümüzde birçok perakende işletme, kendi AR uygulamasını piyasaya sürmeye başlamıştır. AR teknolojisinin pazarlama alanına uygulanması oldukça yeni bir sürecin başlangıcını ifade etmektedir. İşletmeler, tüketicilere ulaşabilecekleri interaktif kanallar yarattıklarında, tüketicilerin satın alma karar süreçlerini etkileyebilmektedir. Ayrıca, işletmeler, tüketicilere unutulmaz bir alışveriş deneyimi sağlamayı hedeflemektedir. Buradan yola çıkıldığında çalışmanın araştırma sorusu, “Tüketicilerin yenilikçilikleri ve AR deneyimleri, tüketici sadakatini ve satın alma niyetini nasıl etkileyecektir?” olarak belirlenmiştir. Tüketicilerin yenilikçilik merakı da AR uygulaması kullanım niyetleri üzerinde önemli bir etkiye sahiptir. Dolayısıyla çalışmanın amacı, yenilikçiliğin artırılmış gerçeklik deneyimine ve AR deneyiminin de tüketici sadakatine ve satın alma niyetine etkisini incelenmek olarak belirlenmiştir. Pazarlama faaliyetlerinde AR uygulamalarının öneminin giderek artacağı varsayımından hareketle, AR uygulamalarının tüketici tutum ve davranışları üzerindeki etkilerinin incelenmesinin önem kazandığı söylenebilir. Tüketici davranışları literatüründe artırılmış gerçeklik uygulamalarının etkilerini araştıran çalışmalar oldukça sınırlıdır. Bu durum, çalışmanın özgün değerini göstermektedir. Çalışmada, nicel araştırma tasarımı kullanılmıştır. Bu kapsamda kolayda örneklem yöntemi ile 319 katılımcıdan online anket yoluyla veri toplanmış ve elde edilen yanıtlar çalışmanın amacı doğrultusunda faktör analizi ve yapısal eşitlik modeli kullanarak incelenmiştir. Sonuçlar yenilikçiliğin ve AR deneyiminin ürün ve eğlence boyutlarını pozitif yönlü etkilediğini, bununla birlikte AR deneyiminin ürün ve eğlence boyutlarının da tüketici sadakatini pozitif yönde etkilediği göstermiştir.

Anahtar Kelimeler

Pazarlama, Artırılmış Gerçeklik, Yapısal Eşitlik Modeli, Yenilikçilik, Sadakat, Satın Alma Niyeti

Teşekkür

Sayın editör kurulu üyeleri, çalışmamızı dikkatle değerlendirecek tüm çalışma arkadaşlarınıza emekleri için şimdiden tüm yazarlar adına teşekkür ederim

The Effect of Augmented Reality Experience on Loyalty and Purchasing Intent: An Application on the Retail Sector

Öz

Due to mobile applications have become popular in marketing activities, many retail businesses have begun to launch their Augmented Reality (AR) applications. The application of AR technology to marketing is a very new process. When businesses create interactive channels through which they can reach consumers, they can influence the purchasing decision processes of consumers. In addition, companies aim to provide consumers with an unforgettable shopping experience. The study’s research question was, “How do consumers' innovativeness and AR experiences affect their loyalty and purchase intentions? Also, innovativeness has a significant effect on their AR application use intentions. This study investigates the impact of innovativeness and AR experience on consumer loyalty and purchase intention. Based on the assumption that the importance of AR applications in marketing activities will gradually increase, it can be said that examining the effects of AR applications on consumer attitudes and behaviours is gaining reputation. Studies investigating the impact of augmented reality applications are very limited in the consumer behaviour literature. This situation shows the original value of the study. In the application part of the study, a quantitative research design was used. In this context, the convenience sampling method was selected. Data were collected from 319 participants via an online questionnaire, and the responses obtained were analysed using a structural equation model. The results showed that the AR experience had been affected positively by the innovation dimension, while consumer loyalty was affected positively by the AR experience.

Anahtar Kelimeler

Marketing, Augmented Reality, Structural Equation Model, Innovation, Loyalty, Purchase Intention

Kaynakça

• Abrar, K. (2018), “Impact of Augmented Reality on Consumer Purchase Intention with the Mediating role of Customer Brand Engagement: Moderating role of Interactivity in Online Shopping”, Bahria University Journal of Management & Technology, 1(2), 64-80.
• Adam, M. & M. Pecorelli (2018), Recommendations in Augmented Reality Applications-the effect of Customer Reviews and Seller Recommendations on Purchase Intention and Product Selection, Publications of Darmstadt Technical University, Institute for Business Studies (BWL) 105776, Darmstadt Technical University, Department of Business Administration, Economics and Law, Institute for Business Studies (BWL).
• Agarwal, R. & J. Prasad (1998), “A conceptual and operational definition of personal innovativeness in the domain of information technology”, Information Systems Research, 9(2), 204-215.
• Alansari, M.T. et al. (2018), “Marketing effectiveness of hotel Twitter accounts: The case of Saudi Arabia”, Journal of Hospitality and Tourism Technology, 9(1), 65-79.
• Avcılar, M.Y. et al. (2019), “Artırılmış Gerçeklik Uygulamalarının Kullanıcı Deneyimi, Tatmin ve Satın Alma Niyeti Üzerindeki Etkilerinin İncelenmesi”, Pazarlama ve Pazarlama Araştırmaları Dergisi, (24), 235-271.
• Azuma, R.T. (1997), “A survey of augmented reality”, Presence: Teleoperators and Virtual Environments, 6(4), 355-385.
• Baek, T.H. et al. (2018), “Augment yourself through virtual mirror: the impact of self-viewing and narcissism on consumer responses”, International Journal of Advertising, 37(3), 421-439.
• Bagozzi, R.P. & Y. Yi (1988), “On the evaluation of structural equation models”, Journal of the Academy of Marketing Science, 16(1), 74-94.
• Baier, D. et al. (2015), “Analyzing online reviews to measure technology acceptance at the point of scale - the case of IKEA”, in: E. Pantano (ed.), Successful Technological Integration for Competitive Advantage in Retail Settings (168-189), Hershey PA, IGI Global.
• Baker, J. et al. (1992), “An experimental approach to making retail store environmental”, Journal of Retailing, 68(4), 445-460.
• Ballestar, M.T. et al. (2019), “Predicting customer quality in e-commerce social networks: a machine learning approach”, Review of Managerial Science, 13(3), 589-603.
• Batı, U. (2013), Reklamın Dili: Dilbilim, Strateji, Mesaj, Retorik, Göstergebilim, Alfa.
• BCG (2018), Augmented reality: Is the camera the next big thing in advertising?, <https://www.bcg.com/publications/2018/augmented-reality-is-camera-next-bigthing-advertising.aspx>, 25.05.2021.
• Beck, M. & D. Crié (2016), “I Virtually Try It… I Want It! Virtual Fitting Room: A Tool to Increase On-line and Off-line Exploratory Behavior, Patronage and Purchase Intentions”, Journal of Retailing and Consumer Services, (40), 279-286.
• Bodhani, A. (2013), “Getting a purchase on AR”, Engineering & Technology, 8(4), 46-49.
• Bonetti, F. et al. (2018), “Augmented reality and virtual reality in physical and online retailing: A review, synthesis and research agenda”, in: T. Jung & M.T. Dieck (eds.), Augmented reality and virtual reality (119-132), Springer, Cham.
• Brakus, J. et al. (2009), “Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty?”, Journal of Marketing, 73(3), 52-68.
• Brengman, M. et al. (2018), “Can’t touch this: the impact of augmented reality versus touch and non-touch interfaces on perceived ownership”, Virtual Reality, 1-12.
• Browne, M.W. & R. Cudeck (1993), “Alternative ways of assessing model fit”, in: K.A. Bollen & J.S. Long (eds.), Testing structural equation models (136-162), Newbury Park, CA: Sage.
• Bulearca, M. & D. Tamarjan (2010), “Augmented reality: A sustainable marketing tool”, Global Business and Management Research: An International Journal, 2(2), 237-252.
• Carmines, E.G. & J.P. Mclver (1981), “Analyzing models with observable variables”, in: G.W. Bohrnstedt & E.F. Borgatta (eds.), Social Measurement: Current Issues (65-115), Beverly Hills, CA: Sage.
• Cha, M.K. et al. (2016), “Effects of customer participation in corporate social responsibility (CSR) Programs on the CSR-brand fit and brand loyalty”, Cornell Hospitality Quarterly, 57(3), 235-249.
• Chang, H.J. et al. (2011), “Application of the Stimulus-Organism-Response model to the retail environment: the role of hedonic motivation in impulse buying behavior”, The International Review of Retail, Distribution and Consumer Research, 21(3), 233-249.
• Chang, K.E. et al. (2014), “Development and behavioral pattern analysis of a mobile guide system with augmented reality for painting appreciation instruction in an art museum”, Computers & Education, 71, 185-197.
• Cho, H. & N. Schwarz (2012), “I like your product when I like my photo: Misattribution using interactive virtual mirrors”, Journal of Interactive Marketing, 26(4), 235-243.
• Craig, A.B. (2013), Understanding augmented reality: Concepts and applications, Elsevier.
• Cuomo, M.T. et al. (2014), “In store augmented reality: Retailing strategies for smart communities”, Mondo Digitale, (13), 49.
• Dacko, S.G. (2017), “Enabling smart retail settings via mobile augmented reality shopping apps”, Technological Forecasting and Social Change, (124), 243-256.
• Daponte, P. et al. (2014), “State of the art and future developments of the augmented reality for measurement applications”, Measurement, (57), 53-70.
• Demirkan, H. & J. Spohrer (2014), “Developing a framework to improve virtual shopping in digital malls with intelligent self-service systems”, J.Retail.Consum.Serv., 21(5), 860-868.
• Dieck, M.C.T. & T. Jung (2018), “A theoretical model of mobile augmented reality acceptance in urban heritage tourism”, Current Issues in Tourism, 21(2), 154-174.
• Donovan, R.J. & J.R. Rossiter (1994), “Store atmosphere and purchasing behavior”, Journal of Retailing, 70(3), 283-294.
• Duan, Y. et al. (2019), “Artificial intelligence for decision making in the era of Big Data-evolution, challenges and research agenda”, International Journal of Information Management, (48), 63-71.
• Dwivedi, Y.K. et al. (2021), “Setting the future of digital and social media marketing research: Perspectives and research propositions”, International Journal of Information Management, (59), 102168.
• Eisingerich, A.B. & G. Rubera (2010), “Drivers of brand commitment: A cross-national investigation”, Journal of International Marketing, 18(2), 64-79.
• Eroğlu, S.A. et al. (2001), “Atmospheric qualities of online retailing: A conceptual model and implications”, Journal of Business Research, 54(2), 177-184.
• Eyüboğlu, E. (2011), “Augmented reality as an exciting online experience: Is it really beneficial for brands?”, International Journal of Social Sciences and Humanity Studies, 3(1), 113-123.
• Fornell, C. & D.F. Larcker (1981), “Evaluating structural equation models with unobservable variables and measurement error”, Journal of Marketing Research, 18(1), 39-50.
• Garg, R. et al. (2010), “Evaluating a model for analyzing methods used for measuring customer experience”, Journal of Database Marketing & Customer Strategy Management, 17(2), 78-90.
• Gaudiosi, J. (2015), “How AR and VR will generate $150 billion in revenue 2020?”, Fortune, <http://fortune.com/2015/04/25/augmented--‐reality--‐virtual--‐reality/>, 25.05.2021.
• Gervautz, M. & D. Schmalstieg (2012), “Anywhere interfaces using handheld augmented reality”, Computer, 45(7), 26-31.
• Gil-González, A.B. et al. (2018), “Study of competition in the textile sector by twitter social network analysis”, GECONTEC: Revista Internacional de Gestión del Conocimiento y la Tecnología, 6(1), 101-117.
• Goldsmith, R.E. & C.F. Hofacker (1991), “Measuring consumer innovativeness”, Journal of the Academy of Marketing Science, 19(3), 209-221.
• Hair, J.F. et al. (2010), Multivariate Data Analysis, Prentice-Hall, NJ.
• Hanaysha, J.R. (2018), “Customer retention and the mediating role of perceived value in retail industry”, World Journal of Entrepreneurship, Management and Sustainable Development, 14(1), 2-24.
• Hilken, T. et al. (2017), “Augmenting the eye of the beholder: exploring the strategic potential of augmented reality to enhance online service experiences”, J. Acad. Mark. Sci., 45(6), 884-905.
• Höllerer, T. & S. Feiner (2004), Mobile augmented reality, Telegeoinformatics: Location-Based Computing and Services, Taylor and Francis Books Ltd., London, UK.
• Holopainen, J. et al. (2018), “Employing mixed reality applications: Customer experience perspective”, in: Proceedings of the 51st Hawaii International Conference on System Sciences, 1168-1176.
• Huang, E. (2012), “Online experiences and virtual goods purchase intention”, Internet Research, 22(3), 252-274.
• Huang, T.L. & F. Hsu Liu (2014), “Formation of augmented-reality interactive technology's persuasive effects from the perspective of experiential value”, Internet Research, 24(1), 82-109.
• Huang, T.L. & S. Liao (2015), “A model of acceptance of augmented-reality interactive technology: the moderating role of cognitive innovativeness”, Electron Commer Res, (15), 269-295.
• Hung, K. et al. (2011), “Antecedents of luxury brand purchase intention”, Journal of Product and Brand Management, 20(6), 457-467.
• Igbaria, M. et al. (1996), “A motivation model of microcomputer usage”, Journal of Management Information Systems, 13(1), 127-43.
• Irshad, S. et al. (2018), “Measuring user experience of mobile augmented reality systems through non-instrumental quality attributes”, in: International Conference on User Science and Engineering (349-357), Springer, Singapore.
• Javornik, A. (2014), [Poster] “Classifications of augmented reality uses in marketing”, in: 2014 IEEE International Symposium on Mixed and Augmented Reality-Media, Art, Social Science, Humanities and Design (ISMAR-MASH'D) (67-68), IEEE.
• Javornik, A. (2016), “‘It’s an illusion, but it looks real!’ Consumer affective, cognitive and behavioural responses to augmented reality applications”, Journal of Marketing Management, 32(9-10), 987-1011.
• Jiyeon, K. & S. Forsythe (2008), “Adoption of Virtual Try-on technology for online apparel shopping”, Journal of Interactive Marketing, 22(2), 45-59.
• Jung, T. et al. (2015), “The Determinants of Recommendations to Use Augmented Reality Technologies - The Case of a Korean Theme Park”, Tourism Management, 49, 75-86.
• Kim, A.J. & E. Ko (2012), “Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand”, Journal of Business Research, 65(10), 1480-1486.
• Kim, J. & S. Forsythe (2010), “Factors affecting adoption of product virtualization technology for online consumer electronics shopping”, International Journal of Retail & Distribution Management, 38(3), 190-204.
• Kim, J.W. et al. (2015), “Satisfaction and loyalty from shopping mall experience and brand personality”, Services Marketing Quarterly, 36(1), 62-76.
• Klaus, P. & S. Maklan (2013), “Towards a better measure of customer experience”, International Journal of Market Research, 55(2), 227-246.
• Köse, N. (2017), “Artırılmış Gerçeklik Uygulamalarının Reklam Kampanyalarına Etkisi”, Yeni Medya Elektronik Dergisi, 1(1), 53-59.
• Kourouthanassis, P. et al. (2015), “Tourists responses to mobile augmented reality travel guides: The role of emotions on adoption behavior”, Pervasive and Mobile Computing, 18, 71-87.
• Krieger, C. (2013), “Empirical study of the effects of mobile augmented reality marketing as a communicative marketing vehicle with particular focus on consumer behaviour, brand value and customer retention”, Doctoral Dissertation, Dublin Business School.
• Küçüksaraç, B. & İ. Sayımer (2016), “Deneyimsel Pazarlama Aracı Olarak Artırılmış Gerçeklik: Türkiye’deki Marka Deneyimlerinin Etkileri Üzerine Bir Araştırma”, İstanbul Üniversitesi İletişim Fakültesi Dergisi, (51), 73-95.
• Lamberton, C. & A.T. Stephen (2016), “A thematic exploration of digital, social media, and mobile marketing: Research evolution from 2000 to 2015 and an agenda for future inquiry”, Journal of Marketing, 80(6), 146-172.
• Li, H. et al. (2002), “Impact of 3-D advertising on product knowledge, brand attitude, and purchase intention: The mediating role of presence”, Journal of Advertising, 31(3), 43-57.
• Liu, F. et al. (2012), “Self-congruity, brand attitude, and brand loyalty: A study on luxury brands Fang”, European Journal of Marketing, 46(7/8), 922-937.
• Lu, Y. & S. Smith (2007), “Augmented Reality E-Commerce Assistant System: Trying While Shopping. Lecture Notes in Computer Science Human-Computer Interaction”, Interaction Platforms and Techniques, 4551, 643-652.
• Luarn, P. & H.H. Lin (2003), “A customer loyalty model for e-service context”, J. Electron. Commerce Res., 4(4), 156-167.
• Luigi, D. et al. (2012), “The Importance of Establishing Customer Experiences”, Studies in Business & Economics, 7(1), 56-61.
• Maklan, S. & P. Klaus (2011), “Customer experience: Are we measuring the right things?”, International Journal of Market Research, 53(6), 771-792.
• Menon, S. & B. Kahn (2000), “Cross-category effects of induced arousal and pleasure on the internet shopping experience”, Journal of Business Research, 78(2), 31-40.
• Merle, A. et al. (2012), “Whether and how virtual try-on influence consumer responses to an apparel website”, International Journal of Electronic Commerce, 16(3), 41-64.
• Miklosik, A. et al. (2019), “Towards the adoption of machine learning-based analytical tools in digital marketing”, IEEE Access, 7, 85705-85718.
• Mishra, A.S. (2019), “Antecedents of consumers’ engagement with brand-related content on social media”, Marketing Intelligence & Planning, 37(4), 386-400.
• Morra, M.C. et al. (2018), “Original or counterfeit luxury fashion brands? The effect of social media on purchase intention”, Journal of Global Fashion Marketing, 9(1), 24-39.
• Murray, A. & C. Kline (2015), “Rural tourism and the craft beer experience: factors influencing brand loyalty in rural North Carolina, USA”, Journal of Sustainable Tourism, 23(8-9), 1198-1216.
• Nasermoadeli, A. et al. (2013), “Evaluating the Impacts of Customer Experience on Purchase Intention”, International Journal of Business & Management, 8(6), 128-138.
• Noorlitaria, G. et al. (2020), “How Does Brand Awareness Affect Purchase Intention in Mediation by Perceived Quality and Brand Loyalty?”, Journal of Critical Reviews, 7(2), 103-109.
• Olsson, T. et al. (2013), “Expected user experience of mobile augmented reality services: a user study in the context of shopping centres”, Pers. Ubiquitous Comput., 17(2), 287-304.
• Pantano, E. & G. Naccarato (2010), “Entertainment in retailing: the influences of advanced technologies”, J. Retail. Consum. Serv., 17(3), 200-204.
• Pantano, E. (2014), “Innovation drivers in retail industry”, Int. J. Inf. Manag., 34(3), 344-350.
• Peter, J.P. & J.C. Olson (2010), Consumer Behavior & Marketing Strategy, New York: The McGraw-Hill.
• Pine, B.J. et al. (1999), The Experience Economy: Work is Theatre & Every Business A Stage, Harvard Business Press.
• Poncin, I. & M.S.B. Mimoun (2014), “The impact of “e-atmospherics” on physical stores”, Journal of Retailing and Consumer Services, 21(5), 851-859.
• Rauschnabel, P.A. (2018), “Virtually enhancing the real world with holograms: An exploration of expected gratifications of using augmented reality smart glasses”, Psychology & Marketing, 35(8), 557-572.
• Rauschnabel, P.A. et al. (2017), “An adoption framework for mobile augmented reality games: The case of Pokémon Go”, Computers in Human Behavior, 76, 276-286.
• Rauschnabel, P.A. et al. (2018), “Antecedents to the adoption of augmented reality smart glasses: A closer look at privacy risks”, Journal of Business Research, 92, 374-384.
• Rauschnabel, P.A. et al. (2019), “Augmented reality marketing: How mobile AR-apps can improve brands through inspiration”, Journal of Retailing and Consumer Services, 49, 43-53.
• Reichheld, F.F. & W.E. Sasser (1990), “Zero defections: quality comes to service”, Harvard Business Review, 68(5), 105-111.
• Schmitt, B.H. (1999), Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act and Relate to Your Company and Brands, New York: The Free Press.
• Scholz, J. & A.N. Smith (2016), “Augmented reality: Designing immersive experiences that maximize consumer engagement”, Business Horizons, 59(2), 149-161.
• Schwartz, A.M. (2011), “Augmenting Purchase Intent: An Empirical Study on the Effects of Utilizing Augmented Reality in Online Shopping”, Master’s Thesis, University of California, Riverside.
• Shanahan, T. et al. (2019), “Getting to know you: Social media personalization as a means of enhancing brand loyalty and perceived quality”, Journal of Retailing and Consumer Services, 47, 57-65.
• Spreer, P. & K. Kallweit (2014), “Augmented reality in retail: assessing the acceptance and potential for multimedia product presentation at the PoS”, Transactions on Marketing Research, 1(1), 20-35.
• Stojanovic, I. et al. (2018), “Effects of the intensity of use of social media on brand equity: An empirical study in a tourist destination”, European Journal of Management and Business Economics, 27(1), 83-100.
• Takahashi, J. (2019), “Consumer behavior DNA for realizing flexible digital marketing”, Fujitsu Scientific & Technical Journal, 55(1), 27-31.
• Tarnovskaya, V. & G. Biedenbach (2018), “Corporate rebranding failure and brand meanings in the digital environment”, Marketing Intelligence & Planning, 36(4), 455-469.
• Tous, R. et al. (2018), “Automated curation of brand-related social media images with deep learning”, Multimedia Tools and Applications, 77(20), 27123-27142.
• Venkatraman, M.P. & L.L. Price (1990), “Differentiating between cognitive and sensory innovativeness: Concept, measurement, and implications”, Journal of Business Research, 20(4), 293-315.
• Verhoef, P.C. et al. (2009), “Customer experience creation: Determinants, dynamics and management strategies”, Journal of Retailing, 85(1), 31-41.
• Vermeer, S.A. et al. (2019), “Seeing the wood for the trees: How machine learning can help firms in identifying relevant electronic word-of-mouth in social media”, International Journal of Research in Marketing, 36(3), 492-508.
• Vranakis, S. et al. (2012), “Customer satisfaction of Greek mobile phone services”, International Journal of Managing Value and Supply Chains, 3(4), 43-54.
• Wang, H.H. & C.Y. Chen (2011), “System quality, user satisfaction and perceived net benefits of mobile broadband services”, in: Proceedings of 8th International Telecommunication Society Asia-Pacific Regional Conference Taiwan (26-29).
• Watson, A. et al. (2018), “The impact of experiential augmented reality applications on fashion purchase intention”, International Journal of Retail & Distribution Management, 48(5), 433-451.
• Wong, P. et al. (2018), “Online search for information about universities: A Hong Kong study”, International Journal of Educational Management, 32(3), 511-524.
• Yadav, M.S. & P.A. Pavlou (2014), “Marketing in computer-mediated environments: Research synthesis and new directions”, Journal of Marketing, 78(1), 20-40.
• Yaoyuneyong, G. et al. (2016), “Augmented reality marketing: Consumer preferences and attitudes toward hypermedia print ads”, Journal of Interactive Advertising, 16(1), 16-30.
• Yim, M.Y. & S.C. Chu (2013), “Extending the electronic technology acceptance model: The case of augmented reality-based advertising”, Paper presented at the Annual Conference of the American Academy of Advertising, Albuquerque, NM.
• Yim, M.Y.C. & S.Y. Park (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.
• Yim, M.Y.C. et al. (2017), “Is augmented reality technology an effective tool for e-commerce? An interactivity and vividness perspective”, Journal of Interactive Marketing, 39, 89-103.