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Title: Traversing The Digital Realm: The Quality of Augmented Reality Experience on Consumer Behavior in E-Tailing
Authors: Raja Zohaib Ghafoor, Saddam Hussain, Ayaz Ahmad
Journal: Journal of Business and Management Research (JBMR)
Publisher: GO GREEN RESEARCH AND EDUCATION
Country: Pakistan
Year: 2024
Volume: 3
Issue: 1
Language: English
Immersive technologies are changing the buyer seller interaction in online shopping. Though organizations are willing to invest in AR, however, empirical evidence of using AR in online shopping is limited. This study investigates the impact of augmented reality on consumer behavior in online shopping. Specifically, this research examines quality of AR experience on behavioral intention through mental imagery, augmented reality information privacy concern and customer attitude in footwear industry. Five hypotheses were developed and tested with the underlying theory of stimulus-organism-response (S-O-R). Using judgement sampling, self-administered questionnaires were used for data collection after the respondents experienced AR app. 1224 responses were analyzed using structural equation modeling in SmartPLS4. Using gathered data, this study finds that quality of AR experience, mental imagery, augmented reality information privacy concern, customer attitude are the significant antecedents of behavioral intentions. These findings provide convincing evidence that quality of AR experience increases mental imagery and decreases concerns related to AR leading to better customer attitude and behavioral intentions. Further, this study highlights areas of AR research in marketing.
Key words: Augmented Reality, Online Shopping, S-O-R theory, mental imagery, AR marketing
To investigate the impact of augmented reality (AR) on consumer behavior in online shopping, specifically examining how the quality of AR experience influences behavioral intention through mental imagery, augmented reality information privacy concern, and customer attitude in the footwear industry.
The study employed a quantitative approach using self-administered questionnaires distributed to consumers in Pakistan after they experienced an AR app for online shopping. Judgement sampling was used. Data from 1224 responses were analyzed using structural equation modeling (SEM) in SmartPLS4. The research framework was based on the Stimulus-Organism-Response (S-O-R) theory.
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B --> C["Hypothesis Testing"];
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D --> E["Conclusion and Implications"];
The study found that a high-quality AR experience enhances mental imagery, which in turn leads to a better customer attitude and increased behavioral intentions. Conversely, increased ARIPC can negatively impact customer attitude. The findings suggest that AR can be a valuable tool in e-tailing by improving customer engagement and influencing purchasing decisions, provided privacy concerns are addressed.
The quality of AR experience positively influences mental imagery and negatively impacts augmented reality information privacy concern (ARIPC). Mental imagery positively affects customer attitude, while ARIPC negatively affects it. Customer attitude is a significant positive antecedent of behavioral intentions. All five hypotheses were supported.
Augmented reality significantly reshapes consumer behavior in online shopping. The quality of the AR experience is crucial for evoking positive mental imagery and fostering favorable customer attitudes, ultimately driving behavioral intentions. Addressing AR information privacy concerns is essential for maintaining consumer trust.
- The study analyzed 1224 responses.
- The projected rise of the global e-commerce and online retailing industry is from USD 4.28 trillion in 2020 to around USD 6.5 trillion in 2024.
- The study used a 7-point Likert scale for measuring variables.
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