Exploring the role of augmented reality in online impulse behaviour

Abstract

PurposeThis study aims to examine the role of augmented reality (AR) in online impulse behaviour for highbody-involvement products. This study further explores whether flow and spatial presence mediate the link between AR and online impulse behaviour.Design/methodology/approachThe authors collected 255 responses from shopping mall visitors and used SPSS (21.0) (PROCESS macro) and AMOS 21.0 to test the hypothesised model.FindingsThe findings reveal that AR virtual try-on significantly influences online impulse behaviour by providing hedonic value and reducing product risk prior to purchase. Second, flow and spatial presence partially and complementarily mediate the relationship between AR characteristics, hedonic value, and product risk.Originality/valueTheoretically, this study extends the literature on AR and online impulse behaviour from a psychological perspective, and it broadens managers' understanding of how they can use AR as a tool to increase sales.

Meta-analysis of augmented reality marketing

“…, 2017). On the other hand, some researchers argued that AR being an interactive tool, is used primarily to derive hedonic value (Kumar and Srivastava, 2022; Hsu et al. , 2021; Nikhashemi et al.…”

“…The existing literature on AR marketing uncovers several dimensions such as AR media characteristics and consumer response (Javornik, 2016), consumer acceptance of AR (McLean and Wilson, 2019; Huang and Liao, 2015), customer experience (Huang et al. , 2019) and AR's impact on consumer behavior (Kumar, 2021; Kumar and Srivastava, 2022). Additionally, an in-depth review of existing literature on AR marketing reveals that scholars have shown keen interest in investigating how various media characteristics such as interactivity, augmentation, vividness and novelty (McLean and Wilson, 2019; Javornik, 2016; Yim et al.…”

“…, 2019), purchase intention (Hilken et al. , 2017), consumer engagement (McLean and Wilson, 2019), impulse buying (Kumar and Srivastava, 2022) and usage intention (Yim et al. , 2017; Gatter et al.…”

“…Many leading companies (e.g. Ikea, Amazon, Adidas, Apple and Microsoft) are using AR apps for their consumers (Kumar and Srivastava, 2022). AR industry in retail markets is estimated to reach almost $7.9bn globally by 2023 (Markets and Markets, 2019).…”

“…The current issue and full text archive of this journal is available on Emerald Insight at: https://www.emerald.com/insight/0263-4503.htm impact on consumer behavior (Kumar, 2021;Kumar and Srivastava, 2022). Additionally, an in-depth review of existing literature on AR marketing reveals that scholars have shown keen interest in investigating how various media characteristics such as interactivity, augmentation, vividness and novelty (McLean and Wilson, 2019;Javornik, 2016;Yim et al, 2017;Kim and Hyun, 2016) create hedonic (Javornik, 2016) and utilitarian values (Hinsch et al, 2020;Poushneh, 2018) which ultimately deliver desirable outcomes in the form of consumers' positive brand attitude (Rauschnabel et al, 2019), purchase intention (Hilken et al, 2017), consumer engagement (McLean and Wilson, 2019), impulse buying (Kumar and Srivastava, 2022) and usage intention (Yim et al, 2017;Gatter et al, 2022). The focus of these inquiries has been specific AR media characteristics and perceived consumer values that might determine consumer behavior.…”