Algorithm-based augmented reality increases website visit duration and total online purchase amount: Role of mindfulness

Tseng-Lung Huang and Ben S. Liu

Journal of Retailing and Consumer Services, 2025, vol. 84, issue C

Abstract: This study integrates embedded cognition theory and mindfulness theory to investigate the role of algorithm-based AR (AAR) retail services in seamless shopping experiences in a cross-retail context. After using mixed research methods (experimental manipulation and a scenario-based survey), the results reveal that two elements of AAR retail services (human–algorithm interaction and activity-related authenticity) indirectly improve shopping duration and shopping cart amount at the official website. Mindfulness is the psychological mechanism through which consumers may perceive a seamless experience between the AR component and the official website of an online retail service. Even so, retailers and brands should develop AR/website interfaces based on the degree of the technology readiness (TR) of their consumers. This is a pioneer study on the impact of AAR in a cross-retail context.

Keywords: Algorithm; Augmented reality; Mindfulness; Embedded cognition; Visit duration; Purchase amount; Technology readiness; Mixed-method; Tourism service; Cross-retail (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0969698924004971
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:joreco:v:84:y:2025:i:c:s0969698924004971

DOI: 10.1016/j.jretconser.2024.104201

Access Statistics for this article

Journal of Retailing and Consumer Services is currently edited by Harry Timmermans

More articles in Journal of Retailing and Consumer Services from Elsevier
Bibliographic data for series maintained by Catherine Liu ().