Effect of augmented reality applications on attitude and behaviours of customers: cognitive and affective perspectives

Mohammad Iranmanesh, Madugoda Gunaratnege Senali, Behzad Foroughi, Morteza Ghobakhloo, Shahla Asadi, Erfan Babaee Tirkolaee
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Abstract

Purpose

Understanding how to retain users of augmented reality (AR) shopping apps and to motivate them to purchase is vital to the success of AR apps. This study assessed the chain effect of AR attributes on purchase intention and reuse intention through cognitive and affective factors.

Design/methodology/approach

The data were collected from Thai users of the IKEA Place app using an online survey. A link to the survey was posted on Thai furniture groups on social media platforms. The 439 responses were analysed using the partial least squares (PLS) approach.

Findings

The results revealed that all four AR attributes, namely interactivity, vividness, novelty and spatial presence, significantly influence perceived enjoyment, perceived diagnosticity and perceived value. Brand attitude, as a key driver of purchase intention, is influenced by perceived value. Attitude towards the app significantly affects reuse intention and is affected by affective and cognitive factors.

Practical implications

The findings enable shopping app designers and marketers to successfully promote the brand, retain users and boost sales by effectively incorporating AR.

Originality/value

The study extends the literature on the impacts of AR apps on customer behaviours by including affective factors in addition to cognitive factors to explain why AR attributes influence customer attitudes and behaviours. Furthermore, the study demonstrates the serial causal paths from AR attributes to customer behaviours.

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增强现实应用对顾客态度和行为的影响:认知和情感视角
目的 了解如何留住增强现实(AR)购物应用程序的用户并激发他们的购买欲对 AR 应用程序的成功至关重要。本研究通过认知和情感因素评估了 AR 属性对购买意向和重复使用意向的连锁效应。调查链接发布在社交媒体平台上的泰国家具群组中。调查结果显示,所有四个 AR 属性(即互动性、生动性、新颖性和空间存在感)都对感知享受、感知诊断性和感知价值有显著影响。作为购买意向的关键驱动因素,品牌态度受到感知价值的影响。研究结果使购物应用程序的设计者和营销人员能够通过有效结合 AR 成功地推广品牌、留住用户并促进销售。此外,该研究还展示了从 AR 属性到客户行为的一系列因果关系。
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来源期刊
CiteScore
7.20
自引率
13.20%
发文量
69
期刊介绍: The Asia Pacific Journal of Business Administration (APJBA) publishes original research on: Business Strategy and Policy, Accounting and Board Governance, Marketing and People Management, and Operations and Supply Chain Management. The journal welcomes practical and skill-based submissions in these areas. There is particular interest in submissions regarding: Sustainable Business Practices, Quality Management Practices, Innovation and Creativity in Management, as well as Managing a Learning Organisation. The Asia Pacific region is full of collaborations between government, NGOs and private enterprise. Submissions are welcome which contribute to our understanding of partnerships and the cross-cultural issues. Research methods vary, and the journal is interested in the full diverse of qualitative (case and action research, etc) as well as quantitative survey studies and their recommendations. The APJBA seeks to become a forum for both established scholars and early career researchers in all aspects of management and business in the Asia-Pacific region. Emphasis is on rigour and relevance, on theory and practice, in a globalised scholarly environment.
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