Does the Availability of Augmented Reality Technology Over Retail Platforms Increase Customers’ Willingness to Pay More?

Ngoc-Hong Duong (), The-Bao-Chi Nguyen, Duc-Bao Do, Phuoc-Quy-Chau Nguyen, Thi-Hong-Nhung Nguyen and Bao-Tam Hoang
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Ngoc-Hong Duong: University of Economics Ho Chi Minh City (UEH)
The-Bao-Chi Nguyen: University of Economics Ho Chi Minh City (UEH)
Duc-Bao Do: University of Economics Ho Chi Minh City (UEH)
Phuoc-Quy-Chau Nguyen: University of Economics Ho Chi Minh City (UEH)
Thi-Hong-Nhung Nguyen: University of Economics Ho Chi Minh City (UEH)
Bao-Tam Hoang: University of Economics Ho Chi Minh City (UEH)

A chapter in Information Systems Research in Vietnam, Volume 3, 2025, pp 87-102 from Springer

Abstract: Abstract As the use of technological features has been increasingly popular in digital retailing, a wide range of retailers have applied augmented reality (AR) to help consumers visualize their products easily. This study examines consumers’ perceived interactivity after experiencing AR and explores the connections between perceived interactivity and mental imagery and interface as well as between perceived interactivity and willingness to pay. A total of 421 online consumers in Ho Chi Minh City participated in a survey. The findings reveal that the AR features, including mental imagery and interface influence significantly perceived interactivity, which, in turn, affects consumers’ attitudes toward a product and their behavioral intentions. These results provide practical insights for digital retailers in creating effective mobile shopping environments.

Keywords: Augmented reality; Cosmetic industry; Perceived interactivity; Willingness to pay (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-981-97-9835-3_6

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DOI: 10.1007/978-981-97-9835-3_6

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