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From virtual to reality: The power of augmented reality in triggering impulsive purchases

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  • Hsu, Wen-Chin
  • Lee, Mu-Heng
  • Zheng, Kai-Wen

Abstract

This study examines the impact of key features of augmented reality (AR) applications on impulsive buying intentions. The study focuses on interactivity, authenticity, and vividness and how they combine with psychological and emotional responses to create an immersive shopping experience. A structured questionnaire was administered to 254 participants via an online survey, and the data were analyzed using the partial least squares (PLS) method. The results demonstrate that all three AR characteristics can stimulate consumers to varying degrees, resulting in impulse purchase intentions. Interactivity provides significant instant gratification stimulation, while vividness creates the strongest form of instant gratification and product presence. Authenticity provides the strongest product presence stimulation but does not significantly stimulate instant gratification. These findings offer valuable insights for AR application developers to optimize AR apps for the best user experience and shed light on the relationship between AR characteristics and consumers' impulse buying intentions.

Suggested Citation

  • Hsu, Wen-Chin & Lee, Mu-Heng & Zheng, Kai-Wen, 2024. "From virtual to reality: The power of augmented reality in triggering impulsive purchases," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    • Handle: RePEc:eee:joreco:v:76:y:2024:i:c:s0969698923003557
    DOI: 10.1016/j.jretconser.2023.103604
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    2. Kaushik Mukerjee, 2024. "Augmented reality and customer engagement in the context of e-banking," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 29(4), pages 1559-1571, December.
    3. Kumari, Vandana & Bala, Pradip Kumar & Chakraborty, Shibashish, 2024. "A text mining approach to explore factors influencing consumer intention to use metaverse platform services: Insights from online customer reviews," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
    4. Vhatkar, Manjunath S. & Raut, Rakesh D. & Gokhale, Ravindra & Kumar, Mukesh & Akarte, Milind & Ghoshal, Sudishna, 2024. "Leveraging digital technology in retailing business: Unboxing synergy between omnichannel retail adoption and sustainable retail performance," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
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    6. Gallin, Steffie & Portes, Audrey, 2024. "Online shopping: How can algorithm performance expectancy enhance impulse buying?," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
    7. Zhang, Haowei & Lv, Yang & Zhang, Justin Zuopeng & Hollebeek, Linda D. & Behl, Abhishek & Urbonavicius, Sigitas, 2025. "Exploring purchase intention in metaverse retailing: Insights from an automotive platform," Journal of Retailing and Consumer Services, Elsevier, vol. 82(C).
    8. Zhao, Ziliang & Omar, Nor Asiah & Zaki, Hafizah Omar, 2025. "Appraisal factors of sustainable purchase intentions in online shopping platform context: PLS-SEM with theory extensions," Journal of Retailing and Consumer Services, Elsevier, vol. 82(C).
    9. Owusu, Prince & Li, Zhiwen & Mensah, Isaac Adjei & Omari-Sasu, Akoto Yaw, 2025. "Consumer response to E-commerce service failure: Leveraging repurchase intentions through strategic recovery policies," Journal of Retailing and Consumer Services, Elsevier, vol. 82(C).

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