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Algorithm-based augmented reality increases website visit duration and total online purchase amount: Role of mindfulness

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  • Huang, Tseng-Lung
  • Liu, Ben S.

Abstract

This study integrates embedded cognition theory and mindfulness theory to investigate the role of algorithm-based AR (AAR) retail services in seamless shopping experiences in a cross-retail context. After using mixed research methods (experimental manipulation and a scenario-based survey), the results reveal that two elements of AAR retail services (human–algorithm interaction and activity-related authenticity) indirectly improve shopping duration and shopping cart amount at the official website. Mindfulness is the psychological mechanism through which consumers may perceive a seamless experience between the AR component and the official website of an online retail service. Even so, retailers and brands should develop AR/website interfaces based on the degree of the technology readiness (TR) of their consumers. This is a pioneer study on the impact of AAR in a cross-retail context.

Suggested Citation

  • Huang, Tseng-Lung & Liu, Ben S., 2025. "Algorithm-based augmented reality increases website visit duration and total online purchase amount: Role of mindfulness," Journal of Retailing and Consumer Services, Elsevier, vol. 84(C).
    • Handle: RePEc:eee:joreco:v:84:y:2025:i:c:s0969698924004971
    DOI: 10.1016/j.jretconser.2024.104201
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