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A virtual market in your pocket: How does mobile augmented reality (MAR) influence consumer decision making?

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  • Qin, Hong
  • Peak, Daniel Alan
  • Prybutok, Victor

Abstract

This research investigates the extent to which Mobile Augmented Reality (MAR) apps can influence user attitudes and shopping behavior. It empirically explores user experience and examines its effects on consumer perceptions of hedonic and utilitarian gratification, informativeness, and ease of use. Findings indicate perceptions of gratification and informativeness significantly associate with MAR app use. When consumers perceived the MAR app as enjoyable, useful, and contributing to the information acquisition, they were inclined toward a more positive affective response. Practically it provides insights into MAR use, which benefits both consumers and MAR app designers, and influences company marketing strategy.

Suggested Citation

  • Qin, Hong & Peak, Daniel Alan & Prybutok, Victor, 2021. "A virtual market in your pocket: How does mobile augmented reality (MAR) influence consumer decision making?," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    • Handle: RePEc:eee:joreco:v:58:y:2021:i:c:s096969892031345x
    DOI: 10.1016/j.jretconser.2020.102337
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    2. Eleonora Di Maria & Marco Bettiol & Mauro Capestro, 2023. "How Italian Fashion Brands Beat COVID-19: Manufacturing, Sustainability, and Digitalization," Sustainability, MDPI, vol. 15(2), pages 1-20, January.
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    4. Varun Nayyar, 2022. "Reviewing the impact of digital migration on the consumer buying journey with robust measurement of PLS‐SEM and R Studio," Systems Research and Behavioral Science, Wiley Blackwell, vol. 39(3), pages 542-556, May.
    5. Qin, Hong & Osatuyi, Babajide & Xu, Lu, 2021. "How mobile augmented reality applications affect continuous use and purchase intentions: A cognition-affect-conation perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
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    8. Uhm, Jun-Phil & Kim, Sanghoon & Do, Chanwook & Lee, Hyun-Woo, 2022. "How augmented reality (AR) experience affects purchase intention in sport E-commerce: Roles of perceived diagnosticity, psychological distance, and perceived risks," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    9. Kuo-Lun Hsiao & Chia-Chen Chen & Kuan-Yu Lin & Hui-Ya Hsu, 2023. "What drives online-to-offline purchase intention in a VR store? An examination of affective and cognitive factors," Quality & Quantity: International Journal of Methodology, Springer, vol. 57(4), pages 3499-3521, August.
    10. Ibrahim Mutambik, 2023. "Customer Experience in Open Banking and How It Affects Loyalty Intention: A Study from Saudi Arabia," Sustainability, MDPI, vol. 15(14), pages 1-20, July.
    11. Hsu, Sheila Hsuan-Yu & Tsou, Hung-Tai & Chen, Ja-Shen, 2021. "“Yes, we do. Why not use augmented reality?†customer responses to experiential presentations of AR-based applications," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    12. Chekembayeva, Gaukhar & Garaus, Marion & Schmidt, Orsolya, 2023. "The role of time convenience and (anticipated) emotions in AR mobile retailing application adoption," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    13. Jiang, Yi & Wang, Xueqin & Yuen, Kum Fai, 2021. "Augmented reality shopping application usage: The influence of attitude, value, and characteristics of innovation," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    14. Giang Barrera, Kevin & Shah, Denish, 2023. "Marketing in the Metaverse: Conceptual understanding, framework, and research agenda," Journal of Business Research, Elsevier, vol. 155(PA).
    15. Francesca Serravalle & Milena Viassone & Giacomo Chiappa, 2022. "Sensory disclosure in an augmented environment: memory of touch and willingness to buy," Italian Journal of Marketing, Springer, vol. 2022(4), pages 401-417, December.
    16. Le, Loc Tuan & Ly, Pham Thi Minh & Nguyen, Nhan Thanh & Tran, Lobel Trong Thuy, 2022. "Online reviews as a pacifying decision-making assistant," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).

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