The effect of Augmented Reality on purchase intention of beauty products: The roles of consumers’ control

Jeong Bin Whang, Ji Hee Song, Boreum Choi and Jong-Ho Lee

Journal of Business Research, 2021, vol. 133, issue C, 275-284

Abstract: Augmented Reality (AR) has emerged as an effective, interactive technology for providing visual product information. Using consumers’ control, this study attempts to identify the possible mediators of the relationship between AR experience and consumers’ purchase intention, and the boundary conditions of AR experience. Studies 1a and 1b show that an AR experience in a shopping environment stimulates purchase intention, cognitive control, and behavioral control. Mediation analysis is conducted since consumers’ control affects purchase intention. Using Hayes’ mediation analysis, we found that only cognitive control subsequently increases a customer’s purchase intention. Study 2 suggests that communication with peers affects cognitive control. In other words, peers’ opinions moderate the effect of an AR experience on cognitive control, and consequently, affect purchase intention. This study contributes to the literature on AR by testing the concept of consumer control in the new media environment. The results provide insight for marketers and mobile service providers on how to utilize AR technologies.

Keywords: AR (Augmented Reality); Telepresence; Behavioral control; Cognitive control (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (24)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0148296321002939
Full text for ScienceDirect subscribers only

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:eee:jbrese:v:133:y:2021:i:c:p:275-284

DOI: 10.1016/j.jbusres.2021.04.057

Access Statistics for this article

Journal of Business Research is currently edited by A. G. Woodside

More articles in Journal of Business Research from Elsevier
Bibliographic data for series maintained by Catherine Liu ().