The impact of experiential augmented reality applications on fashion purchase intention

Abstract

Purpose Utilizing the stimulus-organism-response model, the purpose of this paper is to examine the effects of augmented reality (AR) (specifically augmentation) on consumers’ affective and behavioral response and to assess whether consumers’ hedonic motivation for shopping moderates this relationship. Design/methodology/approach An experiment using the manipulation of AR and no AR was conducted with 162 participants aged between 18 and 35. Participants were recruited through snowball sampling and randomly assigned to the control or stimulus group. The hypothesized associations were analyzed using linear regression with bootstrapping. Findings The paper demonstrates the benefit of using an experiential AR retail application (app) to positively impact purchase intention. The results show that this effect is mediated by positive affective response. Furthermore, hedonic shopping motivation moderates the relationship between augmentation and the positive affective response. Research limitations/implications Because of the chosen research approach, the results may lack generalizability to other forms of augmentation. Therefore, researchers are encouraged to test the proposed model using different types of AR stimuli. Furthermore, replication of the study with other populations would increase the generalizability of the findings. Practical implications Results of this study provide a valuable reference for retailers of the benefits of using AR when attempting to optimize experiential value in online environments. Originality/value The study contributes to experiential retail and consumer purchase behavior research by deepening the conceptualization of the impact of experiential technologies, more specifically AR apps, by considering the role of hedonic shopping motivations.

Change in technology-enabled omnichannel customer experiences in-store

“…The technologies can be categorized by their location (Pantano et al, 2018), ownership and control by the store or consumer (Beck and Rygl, 2015;Bèzes, 2019), application (Pantano et al, 2017), cost and service (Roggeveen and Sethuraman, 2020). They facilitate both consumer experience and managerial processes through self-checkout (Fernandes and Pedroso, 2017;Lee, 2015) and retail apps (Kim et al, 2013;Perry et al, 2019), and provide more complex, immersive experiences through virtual reality (VR) and augmented reality (AR) technologies (Rese et al, 2017;Watson et al, 2018). Interactive touch screens, digital signage, and self-service kiosks have extended the range of consumer-facing technologies to extend customers' experiences.…”

Peran Sensitivitas Harga dalam Memoderasi Minat Pembelian

“…Sensitivitas harga sebagai moderasi pada variabel ini dinyatakan ditolak. Jika ditelisik lebih dalam, perlu dipahami bahwa preferensi konsumen saat ini tidak sekedar pada kualitas saja namun juga pada aspek fashion, kecenderungan untuk bergantiganti mode, tingkat kebosanan sehingga tidak membutuhkan sesuatu yang terkesan awet dan mahal (Watson et al, 2018). Terlebih lagi dalam dunia clothing dan fashion perlu diperhatikan segmen dan target konsumen, karena segmen dan target konsumen akan mempengaruhi bagaimana sensitivitas harga akan direspon oleh segmen dan target tertentu.…”

Systematic review and meta-analysis of augmented reality in medicine, retail, and games

“…The effects of AR on customer behavior in purchasing a fashion product have been mentioned in ref. [85]. An experiment involving 162 participants aged between 18 and 35 was conducted.…”