Effects of augmented reality technology characteristics on customer citizenship behavior

Taeshik Gong and JungKun Park

Journal of Retailing and Consumer Services, 2023, vol. 75, issue C

Abstract: In recent years, augmented reality (AR) technology has received considerable attention from academics and practitioners. Although AR technology has a bright side, its dark side has been relatively overlooked. Therefore, this study aimed to investigate the effects of AR technology characteristics on customer citizenship behavior via two conflicting mechanisms: customer immersion and customer fatigue. The study also explored the boundary conditions of customer experience. A total of 247 questionnaires were collected from customers who had prior experience of using IKEA's AR mobile shopping application. A structured model was analyzed using SmartPLS 3 and PROCESS Macro for mediation and moderated mediation effects. The study enriches the current knowledge on AR technology by demonstrating that AR technology can lead to customer citizenship behavior in relation to a brand's AR technology. Interestingly, customer immersion was found to positively mediate the relationship, but customer fatigue was found to negatively mediate it. Furthermore, customer experience was found to strengthen the positive mediation effect of customer immersion and weaken the negative mediation effect of customer fatigue.

Keywords: Augmented reality characteristics; Customer immersion; Customer fatigue; Customer citizenship behavior; Customer experience (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:75:y:2023:i:c:s096969892300190x

DOI: 10.1016/j.jretconser.2023.103443

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