Effect of augmented reality applications on attitude and behaviours of customers: cognitive and affective perspectives
Asia-Pacific Journal of Business Administration
ISSN: 1757-4323
Article publication date: 2 April 2024
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.
Keywords
Citation
Iranmanesh, M., Senali, M.G., Foroughi, B., Ghobakhloo, M., Asadi, S. and Babaee Tirkolaee, E. (2024), "Effect of augmented reality applications on attitude and behaviours of customers: cognitive and affective perspectives", Asia-Pacific Journal of Business Administration, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/APJBA-07-2023-0292
Publisher
:Emerald Publishing Limited
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