Effects of mobile augmented reality apps on impulse buying behavior: An investigation in the tourism field

Abstract

Many of today's online services are designed specifically to encourage impulse buying. Moreover, many studies have shown that with the assistance of Mobile Augmented Reality, retailers have the potential to significantly improve their sales. However, the effects of Mobile AR on consumer impulse buying behavior have yet to be examined, particularly in the tourism field. Consequently, the present study integrates the Technology Acceptance Model (TAM), Stimulus-Organism-Response (SOR) framework, and flow theory to examine the effects of Mobile AR apps on tourist impulse buyingbehavior. The research model is implemented using an online questionnaire, with the results analyzed by Partial-Least-Squares Structural Equation Modeling (PLS-SEM) approach. The results obtained from 479 valid samples show that the characteristics of Mobile AR apps play an important role in governing tourist behavior in making unplanned purchases. In particular, as the utility, ease-of-use, and interactivity of the apps increase, the perceived enjoyment and satisfaction of the user also increase and give rise to a stronger impulse buying behavior. The results also reveal a mediating effect of the flow experience on the relationship between the perceived ease of use of the Mobile AR app and the user satisfaction in using the app. Overall, the findings presented in this study provide a useful source of reference for Mobile AR app developers, retailers, and tourism marketers in better understanding users' preferences for Mobile AR apps and strengthening their impulse buying behavior in the tourism context as a result.

Proposing a TAM-SDT-Based Model to Examine the User Acceptance of Massively Multiplayer Online Games

“…Besides that, these results indicate that MMOG that are easy to use do not have to generate the desire to continue using them, as the perceived ease of use does not bring satisfaction by itself. This suggestion was already indicated previously [ 70 ], but unlike in the present study, it was referred to mobile augmented reality apps. In this sense, the present results indicate, in line with a previous study [ 71 ], that it should be considered that a utilitarian factor does not encourage the use of online games as hedonist factors do.…”

Consumer Flow Experience of Senior Citizens in Using Social Media for Online Shopping

“…In investigating the motives of users for recognizing (or refusing) the latest scientific innovations, the technology acceptance model utilizes two methods, such as the PU and PEOU, to calculate the ultimate choice of users. The framework has been generally utilized to analyze the customer reaction in several research fields, involving information technologies associated with SNSs (Do et al, 2020 ). The web-based application use and its recognition have been commonly explored using the TAM, which combines two major concepts, for instance, PEOU (Besbes et al, 2016 ).…”

The application potential of mobile excursion applications for the rural tourism development in the Rostov region

“…Attraction of tourists to rural areas can be an important factor of the development of the local economy. These claims find endorsement in the papers of such authors as Sangwon Park, Yang Xu, Liu Jiang, Zhelin Chen, Shuyi Huang, Hai-Ninh Do, Wurong Shih, Quang-An Ha, Julian Reif, Dirk Schmücker, 2020 [1,2,3]. It is noted that mobile applications in the field of tourism are most actively used by young people.…”