Mobile Augmented Reality in Electronic Commerce: Investigating User Perception and Purchase Intent Amongst Educated Young Adults

Abstract

Even though the presence and use of mobile augmented reality (MAR) technology has become increasingly popular in the field of marketing and advertising in recent years, it has largely been neglected in the study of consumer behavior research. This paper utilizes a single-group posttest-only quasi-experimental design to investigate how the feature of mobile augmented reality application influences consumers’ attitude and purchasing intention as explained by the dimensions of persuasion (i.e., consumers’ cognitive, affective, and conative dimensions). Structural Equation Modeling (SEM) with SPSS and AMOS is used to analyze the psychometric survey data collected from 179 participants. The results supported the prediction that MAR application’s real-time interactivity and entertainment increase cognition and affection, respectively; while irritation with MAR application decreases affection. The unsupported hypothesis, which predicted a positive relationship between informativeness and cognition, came as a surprise. The overall result of the study demonstrates the positive influence of MAR application in enhancing consumers’ purchasing intention. Finally, implications and future research directions are discussed.

Principles of Affective Design in Consumers’ Response to Sustainability Design Strategies

“…A sustainable paradigm related to product design [24] encourages the extension of product life and its use time. In this sense, affective design can contribute to promote these goals [9,19,51]. However, affective design models in the literature consider and distinguish among relationships that occur in the user-product interaction to a greater degree.…”

“…Previous works have not delved in such detail into the study of the affective relationships between these factors. Some models in the literature have analyzed the mediation effect of affect between cognition and behavior, focused on purchasing intention [51], while in this work, the study of behavior has focused on the post-purchase phase, and is referred to factors that favor a long product life, distinguishing between attachment and willingness to keep.…”

Assessing the Adoption of Mobile Technology for Commerce by Generation Z

“…The reports published by Criteo [43] mention the "consumer of the future", who, compared to the traditional one, distances himself from the latter through the level of formulated expectations, but also through the advanced digital knowledge he has, a higher level of sophistication, and the desire to have memorable shopping experiences [44].…”

A systematic review of structural equation modeling in augmented reality applications

“…References Not consider other factors (21) [25], [26], [30], [31], [32], [38], [43], [44], [45], [46], [47], [48], [49], [50], [51], [52], [53], [54], [55], [56], [57] Convenience sampling (19) [32], [35], [37], [40], [43], [45], [46], [50], [52], [53], [55], [57], [58], [59], [60], [61], [62], [63],…”