Tap here to power up! Mobile augmented reality for consumer empowerment

PurposeThe present study aims to propose a framework elucidating the attributes of mobile augmented reality (AR) shopping apps (i.e., spatial presence, perceived personalization and perceived intrusiveness) and how they translate to downstream consumer-related outcomes (i.e., immersion, psychologica...

Full description

Saved in:
Bibliographic Details
Published in:Internet research 2024-05, Vol.34 (3), p.960-993
Main Authors: Aw, Eugene Cheng-Xi, Tan, Garry Wei-Han, Ooi, Keng-Boon, Hajli, Nick
Format: Article
Language:English
Subjects:
Artificial neural networks
Augmented reality
Behavior
Computer Simulation
Consumers
Customization
Empowerment
Ethnography
Individual Differences
Intention
Interdisciplinary Approach
Literature Reviews
Perceptions
Power
Retail stores
Shopping
Stimulation
Structural Equation Models
Technology Acceptance Model
Variables
Citations: Items that this one cites
Items that cite this one
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:PurposeThe present study aims to propose a framework elucidating the attributes of mobile augmented reality (AR) shopping apps (i.e., spatial presence, perceived personalization and perceived intrusiveness) and how they translate to downstream consumer-related outcomes (i.e., immersion, psychological ownership and stickiness to the retailer).Design/methodology/approachBy conducting a questionnaire-based survey, 308 responses were collected, and the data were submitted to partial least square structural equation modeling (PLS-SEM) and artificial neural network (ANN) analyses.FindingsA few important findings were generated from the present study. First, attributes of mobile augmented reality shopping apps (i.e., spatial presence, perceived personalization and perceived intrusiveness) influence stickiness to the retailer through immersion and consumer empowerment in serial. Second, immersion positively influences psychological ownership. Third, the optimum stimulation level moderates the relationship between spatial presence and immersion. Lastly, a post-hoc exploratory finding yielded by the multigroup analysis uncovered the moderating effect of gender.Originality/valueThis study offers a novel contribution to the smart retail literature by investigating the role of mobile AR shopping apps in predicting consumers' stickiness to the retailer. A holistic framework elucidating the serial mediating effect of immersion and consumer empowerment, and the moderating roles of optimum stimulation level and gender were validated.
ISSN:1066-2243
2054-5657
DOI:10.1108/INTR-07-2021-0477