A virtual market in your pocket: How does mobile augmented reality (MAR) influence consumer decision making?

Hong Qin, Daniel Alan Peak and Victor Prybutok

Journal of Retailing and Consumer Services, 2021, vol. 58, issue C

Abstract: This research investigates the extent to which Mobile Augmented Reality (MAR) apps can influence user attitudes and shopping behavior. It empirically explores user experience and examines its effects on consumer perceptions of hedonic and utilitarian gratification, informativeness, and ease of use. Findings indicate perceptions of gratification and informativeness significantly associate with MAR app use. When consumers perceived the MAR app as enjoyable, useful, and contributing to the information acquisition, they were inclined toward a more positive affective response. Practically it provides insights into MAR use, which benefits both consumers and MAR app designers, and influences company marketing strategy.

Keywords: Behavioral intentions; Virtuality; Interactivity; Informativeness; Stimulus-organism-response; Gratifications; Mobile augmented reality (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (26)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:58:y:2021:i:c:s096969892031345x

DOI: 10.1016/j.jretconser.2020.102337

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