Publication details
Influence of Augmented Reality on Shopping Behavior
| Authors | |
|---|---|
| Year of publication | 2023 |
| Type | Article in Periodical |
| Magazine / Source | MANAGEMENT DECISION |
| MU Faculty or unit | |
| Citation | |
| Web | https://www.emerald.com/insight/content/doi/10.1108/MD-02-2022-0136/full/html |
| Doi | http://dx.doi.org/10.1108/MD-02-2022-0136 |
| Keywords | Augmented reality; Innovativeness; Interactivity; Technology anxiety; Virtuality |
| Attached files | |
| Description | Purpose – Digital technologies emerged as innovative avenues for launching new products, advertising brands, increasing customer awareness and thus leaving a remarkable impact on the online marketplace. The present study analyzed the effects of crucial antecedents of AR interactive technology on customers’ behavior toward AR-based e-commerce websites. Design/methodology/approach – Convenience sampling was used to collect primary data from 357 iGen respondents aged 16–22 years; residing in New Delhi and the NCR region of India and examined using the structural equation modeling technique. Findings – Results revealed that technology anxiety and virtuality significantly influence customers’ attitudes and behavioral intentions toward AR-based e-commerce websites. However, interactivity and innovativeness remain non-significant. Additionally, non-significant moderating effects were identified for the moderators, i.e. trust and need for touch. At the same time, gender has a significant moderating effect only for the association between technology anxiety and attitude toward AR-based e-commerce websites. Research limitations/implications – The study summarizes numerous theoretical and managerial implications for AR-based website designers and policymakers, followed by the crucial limitations and directions for future research. Originality/value – The present research provides a significant understanding of the e-commerce industry by providing valuable insights about young iGen consumers’ perceptions of AR-based e-commerce websites. |