The roles of perceived risk, attractiveness of the online store and familiarity with AR in the influence of AR on patronage intention

Bonnin, Gaël

Journal of Retailing and Consumer Services, 2020, vol. 52, issue C

Abstract: Augmented reality has raised considerable interest over the last few years. But the questions of its benefits for online retailer is still pending. Research has shown that AR has a positive influence on patronage and purchase behavior intention via hedonic and utilitarian evaluation. The goal of this research is to extend previous works by integrating the mediating roles of perceived risk of buying a product on the online store and of attractiveness of the online store. It is also to study the moderating role of familiarity with AR. Two experiments confirm the crucial role of perceived risk in the influence of AR on patronage intention. Moreover, the more people are familiar with AR, the more AR decreases perceived risk and increases patronage intention.

Keywords: Augmented reality; Perceived risk; Online store; Hype (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (18)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:52:y:2020:i:c:s0969698918310725

DOI: 10.1016/j.jretconser.2019.101938

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