How augmented reality (AR) experience affects purchase intention in sport E-commerce: Roles of perceived diagnosticity, psychological distance, and perceived risks

Jun-Phil Uhm, Sanghoon Kim, Chanwook Do and Hyun-Woo Lee

Journal of Retailing and Consumer Services, 2022, vol. 67, issue C

Abstract: How does augmented reality affect consumers’ online purchase intentions? The authors used media richness theory and construal level theory to test hypotheses that augmented reality will improve consumers' perceptions of diagnosticity, psychological distance, risks, and purchase intention of e-commerce products (in Study 1), as well as to examine the relations among these constructs (in Study 2). The results indicate that (1) perceived diagnosticity and (2) purchase intention were higher, and (3) psychological distance and (4) perceived risks were lower in the group that experienced augmented reality e-commerce, compared to the group that experienced conventional web-based e-commerce. The impact of perceived diagnosticity on purchase intention was fully mediated by (5) psychological distance and (6) perceived risks. This research adds to the literature on augmented reality, particularly in the context of sport e-commerce, and suggests important practical implications.

Keywords: Augmented reality; e-commerce; Media richness theory; Construal level theory; Purchase intention (search for similar items in EconPapers)
Date: 2022
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Citations: View citations in EconPapers (15)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:67:y:2022:i:c:s0969698922001205

DOI: 10.1016/j.jretconser.2022.103027

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