Traversing The Digital Realm: The Quality of Augmented Reality Experience on Consumer Behavior in E-Tailing

Abstract

Immersive technologies are changing the buyer seller interaction in online shopping. Though organizations are willing to invest in AR, however, empirical evidence of using AR in online shopping is limited. This study investigates the impact of augmented reality on consumer behavior in online shopping. Specifically, this research examines quality of AR experience on behavioral intention through mental imagery, augmented reality information privacy concern and customer attitude in footwear industry. Five hypotheses were developed and tested with the underlying theory of stimulus-organism-response (S-O-R). Using judgement sampling, self-administered questionnaires were used for data collection after the respondents experienced AR app. 1224 responses were analyzed using structural equation modeling in SmartPLS4. Using gathered data, this study finds that quality of AR experience, mental imagery, augmented reality information privacy concern, customer attitude are the significant antecedents of behavioral intentions. These findings provide convincing evidence that quality of AR experience increases mental imagery and decreases concerns related to AR leading to better customer attitude and behavioral intentions. Further, this study highlights areas of AR research in marketing.

Key words: Augmented Reality, Online Shopping, S-O-R theory, mental imagery, AR marketing