How Patterns of Lifestyle via Immersive AR-Based Practices Engender Buying Behavior: The Role of Attitude towards the Brand

My-Trinh Bui, Huong Le () and Thi-Lien Pham
Additional contact information
My-Trinh Bui: Vietnam National University, Department of Economics and Management, International School
Huong Le: Vietnam National University, Department of Economics and Management, International School
Thi-Lien Pham: Dai Nam University

A chapter in Proceedings of the 11th International Conference on Emerging Challenges: Smart Business and Digital Economy 2023 (ICECH 2023), 2023, pp 483-493 from Springer

Abstract: Abstract User experiences result from immersive cultural events in augmented reality (AR) simulated environments. Studies of AR technology that can transform consumer perception and attitudes offer more insights into predicting socio-economic behaviors and performance. The purpose of this paper is to utilize the data of 729 AR users to uncover the forms of lifestyle via innovative AR technologies in retail settings and how different lifestyles can trigger brand attitudes and buying behavior sequentially. Based on the analysis using SPSS version 22 and SmartPLS software version 3.3.3, the study finds the positive impacts of the formalistic immersive practices and personalistic immersive practices towards a brand. In addition, individuals tend to consider the information from other people as a form of socio-centric immersive practices. Research purpose: This study aims to uncover the forms of lifestyle via innovative AR technologies in retail settings and how different lifestyles can trigger brand attitudes and buying behavior sequentially Research motivation: The retail scenery is considered by increasing usage of innovative and interactive AR technologies through high connectedness, omnipresent, and touchless systems that improve and support the user buying experience. Via the interactive practices of AR technology, different consumer lifestyles are uncovered and enable buying behavior Research design, approach, and method: Through experiences and practices of AR, our paper explores how different lifestyles can engender attitudes towards a brand and purchasing behavior Main findings: Our study suggests that formalistic immersive practices positively impact attitudes towards a brand. People tend to buy goods that are approved by a formal group. In addition, there is a positive relationship between the socio-centric immersive practices and consumers’ attitudes towards a brand. Individuals consider the information from a social reference group such as friends and relatives as proof regarding reality. Thus, their buying behaviors are affected by these opinions Practical/managerial implications: Our finding is important for firm management in the retail industry to increase sale revenue by understanding the buying behavior of consumers.

Keywords: Augmented Reality Marketing; lifestyle; attitude (search for similar items in EconPapers)
Date: 2023
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-348-1_37

Ordering information: This item can be ordered from
http://www.springer.com/9789464633481

DOI: 10.2991/978-94-6463-348-1_37

Access Statistics for this chapter

More chapters in Advances in Economics, Business and Management Research from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().