Shopping with augmented reality: How wow-effect changes the equations!

Arghashi, Vahideh

doi:10.1016/j.elerap.2022.101166

Cited by 48 publications

(22 citation statements)

References 154 publications

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“…Although some HTMT values exceed 0.85 or 0.90 (Hair et al, 2017) (see Table 5), all the HTMT values are below 1.0, indicating the acceptable discriminant validity (Henseler et al, 2016). Previous research also used 1.0 as the cut-off value for HTMT (Arghashi, 2022;Foltean et al, 2019). Accordingly, our results provide additional evidence of discriminant validity for the scales we used.…”

Section: Measurement Model Testsupporting

confidence: 55%

What motivates viewers to purchase recommended products in live streaming? The moderating role of extroversion–introversion personality

Chang

Yen

Chou

et al. 2023

APJML

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PurposeThis study aims to investigate the factors driving viewers' purchase intention in live-streaming by incorporating stimuli–organism–response (S–O–R) framework and extroversion–introversion personality perspectives.Design/methodology/approachData collected from 228 users on live-streaming platforms in Taiwan were used to test the proposed model. The partial least squares method was used to test the measurement and the structural models.FindingsProduct attractiveness and trust in streamer significantly impacts purchase intention. The results also reveal that interactivity, breadth of information and uniqueness of information significantly impact product attractiveness, whereas social presence, breadth of information and uniqueness of information positively affect trust in streamer. Furthermore, streamer attractiveness has a greater effect on the purchase intention of extroverts.Originality/valueThis study investigates how the features of media, message and streamer impact purchase intention through their reactions to live-streaming. This research is also one of the earliest studies to examine the moderating role of extroversion–introversion personality on purchase intention and its antecedents in live-streaming commerce.

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Section: Measurement Model Testsupporting

confidence: 55%

What motivates viewers to purchase recommended products in live streaming? The moderating role of extroversion–introversion personality

Chang

Yen

Chou

et al. 2023

APJML

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“…Broadly speaking, these studies have focused on defining AR marketing and its characteristics (Hilken et al, 2018; Javornik, 2016; Rauschnabel, Felix, et al, 2022) or assessed strategic (Hilken, Chylinski, et al, 2022; Javornik, Duffy, et al, 2021; Rauschnabel, Babin, et al, 2022) and consumer‐related (e.g., Kumar et al, 2023; Sung et al, 2021; tom Dieck & Han, 2022) research questions. Overall, prior research finds that consumers typically perceive AR content as useful (Gatter et al, 2022) and inspirational (Arghashi, 2022; Rauschnabel et al, 2019; Zanger et al, 2022). Furthermore, AR may clarify the perceived similarity between products, which in turn reduces consumer confusion and cognitive dissonance (Barta et al, 2023).…”

Section: Theory and Prior Researchmentioning

confidence: 99%

“…Augmented reality (AR), which integrates virtual content into a user's perception of the real world (Rauschnabel, Babin, et al, 2022), has been identified as a technology with substantial growth potential for marketing and related areas (Grand Vision Research, 2022; Statista, 2022). Prior studies suggest that—compared to traditional visualization formats—AR content is perceived as more interactive (Yim et al, 2017), inspirational (Arghashi, 2022; Rauschnabel et al, 2019; Zanger et al, 2022), useful (Gatter et al, 2022), and hedonic (Flavián et al, 2021b; Hilken et al, 2017). AR also facilitates access to the metaverse, which refers to an immersive three‐dimensional environment that is able to integrate physical and virtual worlds (Dwivedi et al, 2022, 2023).…”

Section: Introductionmentioning

confidence: 99%

Context in augmented reality marketing: Does the place of use matter?

Rauschnabel

Felix

et al. 2023

Psychology and Marketing

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Augmented reality (AR) integrates virtual content into a consumer's perception of the real world. While academic interest in AR is growing, most prior research has focused on consumer evaluations of AR content and neglected the physical context in which AR content is consumed. Addressing this research gap, two experimental studies showed that context (e.g., experiencing a virtual sofa at home vs. in a university classroom) impacts consumer judgments and evaluations. The results reveal two primary effects of context. First, contexts in which virtual objects meet users' personal and cultural expectations associated with a specific location (e.g., a sofa in a living room) increase plausibility. However, such functionally appropriate contexts (counterintuitively) decrease local presence (i.e., the perception that the virtual product is “here”). Study 2 extends this model by showing that plausibility (a rational and deliberate assessment of AR content) and local presence both impact utilitarian benefits, whereas local presence has a stronger effect on perceived physical tangibility. The findings extend prior theory on the psychological mechanisms impacting judgment and presence in AR, and they provide managers with important insights regarding the influence of context on downstream variables in their AR and metaverse marketing strategies.

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“…Consumer behavior studies also describe how marketers try to offer products and services that meet consumer needs so that consumers want to buy goods from marketers. Consumer behavior studies also describe how decision-makers try to influence consumers, marketers, and laws and regulations (Arghashi, 2022).…”

Section: Literature Reviewmentioning

confidence: 99%

“…When customers are informed about the many variables that affect their behavior, they will have a better understanding of how it affects their behavior. What is learned about consumer behavior also provides formal benefits to customers (Arghashi, 2022) (Aguiar et al, 2022).…”

Section: Introductionmentioning

confidence: 99%

Understanding Business Marketing Strategy and Its Influence on Consumer Behavior: A Qualitative Analysis

Yunus

2023

ijjm

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The activity carried out by consumers every day is shopping. This activity is very important because it affects everyday life. In carrying out shopping activities, many decisions are made by the consumer. Understanding the consumer decision process is very important for marketers to create the right marketing strategy. This research will be carried out to look at the relationship that occurs between consumer behavior and its influence on changes in marketing strategy in Indonesia. This research will be carried out using a qualitative approach. The data used in this research comes from the results of previous research or studies that still have relevance to this research. This study found that when consumers feel a product has successfully met their needs, they will feel satisfied in consuming the product. Marketing strategy is determined by its interaction with consumer decisions. Then a good marketing strategy is to provide products that can meet the needs of consumers.

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Shopping with augmented reality: How wow-effect changes the equations!

Cited by 48 publications

References 154 publications

What motivates viewers to purchase recommended products in live streaming? The moderating role of extroversion–introversion personality

What motivates viewers to purchase recommended products in live streaming? The moderating role of extroversion–introversion personality

Context in augmented reality marketing: Does the place of use matter?

Understanding Business Marketing Strategy and Its Influence on Consumer Behavior: A Qualitative Analysis

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