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Restorative experiences and online tourists’ willingness to pay a price premium in an augmented reality environment

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  • Huang, Tseng-Lung

Abstract

This study examined the effects of the restorative experience triggered by empowerment features in augmented reality (AR) on online tourists’ immersion and willingness to pay a price premium in the pre-purchase phase. The study focused in particular on the coherence and compatibility perspectives of the restorative experience. A scenario survey was conducted to validate the research framework. The research findings clarified the psychological mechanism behind the willingness to pay a price premium in AR-empowered online travel experiences. They indicated that the two AR empowerment features namely environmental embedding and simulated physical control generate restorative experience, which further fostered immersion and ultimately resulted in the willingness to pay more. The results may help online tourism services select appropriate AR empowerment features that will incite tourists to pay a premium price and also help create an effective AR tourism destination experience in the pre-purchase phase. This study focused on the attention restoration theory, empowerment paradigms, and AR-based service technology to develop an integrated conceptual framework of the relationship among AR empowerment features, restorative experience, immersion, and pre-purchase decision-making behavior.

Suggested Citation

  • Huang, Tseng-Lung, 2021. "Restorative experiences and online tourists’ willingness to pay a price premium in an augmented reality environment," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    • Handle: RePEc:eee:joreco:v:58:y:2021:i:c:s0969698920312649
    DOI: 10.1016/j.jretconser.2020.102256
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    5. Cao, Xinyue & Qu, Zhirui & Liu, Yan & Hu, JiaJing, 2021. "How the destination short video affects the customers' attitude: The role of narrative transportation," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    6. Prateek Kalia & Dušan Mladenović & à ngel Acevedo-Duque, 2022. "Decoding the Trends and the Emerging Research Directions of Digital Tourism in the Last Three Decades: A Bibliometric Analysis," SAGE Open, , vol. 12(4), pages 21582440221, October.
    7. Lee, Eun-Jung, 2022. "Do tech products have a beauty premium? The effect of visual aesthetics of wearables on willingness-to-pay premium and the role of product category involvement," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    8. Huang, Yung-Chuan, 2023. "Integrated concepts of the UTAUT and TPB in virtual reality behavioral intention," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    9. Lin, Kuan-Yu & Huang, Travis K., 2024. "Shopping in the digital world: How augmented reality mobile applications trigger customer engagement," Technology in Society, Elsevier, vol. 77(C).
    10. Tamara Kasamani & Alaa Abass & Nehale Mostapha, 2022. "The Antecedents and Consequences of Customer Inspiration: The Mediating Role of Perceptual Fluency in the Online Shopping Context," International Review of Management and Marketing, Econjournals, vol. 12(5), pages 5-11, September.
    11. Diksha Sharma, 2023. "Unveiling Augmented Reality Trends in the Retail Industry: A Systematic and Bibliometric Review," Paradigm, , vol. 27(2), pages 192-210, December.
    12. Sun, Chunhua & Fang, Yuan & Kong, Meng & Chen, Xiayu & Liu, Yezheng, 2022. "Influence of augmented reality product display on consumers’ product attitudes: A product uncertainty reduction perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).

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