Intention to Adopt Online Food Delivery Using Augmented Reality Mobile Apps: A Perspective of SOR Framework

Abstract

Globally, the COVID-19 pandemic has affected all sectors, including the food and beverage industry. The pandemic has changed customers' behavior from dine-in services to online food ordering systems. Technology advancements make ordering food easier with Online Food Delivery (OFD) service. However, before buying food online, consumers require a physical assessment to decide to buy the food or beverage. Augmented Reality (AR) is a popular technology to show 3D virtual elements. Meanwhile, the stimulusorganism-response (SOR) framework can be used to analyze consumers' behavior. More specifically, the SOR model has been used to evaluate the user's behavior intention to accept online shopping apps. However, in the OFD context, there is a lack of research investigating the customer's intention to use the AR app based on the SOR perspective. This study aims to assess the factors influencing consumers' intention to adopt augmented reality apps. 52 AR OFD app customers participate in this study. Partial Least Square-Structural Equation Modeling (PLS-SEM) and SMARTPLS 3 was used to analyze the research model. This study evaluated from measurement and structural model. The measurement model using factor loading, Composite Reliability (CR), Average Variance Extracted (AVE), and heterotrait-monotrait (HTMT) ratio. The structural model assessed the variance inflation factor (VIF), R2, path coefficient (β), f2, and p-value. The results showed the significance of food image on hedonic, utilitarianism, and perceived informativeness. Furthermore, hedonism was the only determinant that positively influenced the customers' intention to use the AR OFD apps.

Users' Emotional Responses and Behavioural Intentions to Augmented Reality Ad Content Designs

“…These emotional responses, in turn, have an influence on users' intentions to make a purchase and their subsequent behavior (Kamran & Siddiqui, 2019;Majeed et al, 2017). Moreover, AR technology has showcased its capacity to elicit users' emotional reactions and behavioral intentions across several fields (Eom et al, 2023;Khosasih & Lisana, 2023;Voicu et al, 2023). In the field of AR ad content design, achieving emotional responses requires the activation of emotions, the development of innovative and personalized content, the increase of user involvement, the creation of behavioral intents, and the establishment of brand image and loyalty.…”

“…The utilization of augmented reality (AR) technology in the advertising industry has showcased its distinct benefits and untapped potential. AR technology can elicit an emotional reaction in users through immersive and interactive experiences, hence impacting their behavioral intentions (Khosasih & Lisana, 2023;Voicu et al, 2023). Furthermore, AR technology has shown its capacity to elicit emotional reactions and influence users' behavioral intents in several fields, such as e-commerce, online food delivery, game-based learning, and others (Eom et al, 2023;Yu et al, 2022).…”