AR technology-based marketing service and the determinants of consumer self-disclosure intention

Augmented reality (AR) technology has been robustly adopted, especially in the case of online shopping in recent years. The essential technology in AR marketing involves the integration of virtual objects with the real world to create an immersive experience. To accomplish this, users must engage in self-disclosure. Our aim in the present study is to broaden the understanding of consumer self-disclosure intention toward AR marketing applications in electronic commerce (e-commerce) platforms. Using partial least squares structural equation modeling, we quantitatively analyzed data collected from 445 AR marketing users on two trusted e-commerce platforms: Amazon and Shopee and these data come from Taiwan and Vietnam. Results indicate that electronic trust (eTrust) has a direct positive effect on self-disclosure intention and significantly mediates the relationship between electronic word-of-mouth (eWOM), perceived value (PV), and behavioral intention in high-tech contexts where trust and privacy are powerful factors. Our research results identify key factors influencing consumers' self-disclosure intentions in the AR marketing environment. These insights will assist retailers in understanding consumer intentions and in formulating future marketing strategies accordingly. Furthermore, our findings help lay down a sound theoretical foundation for future research examining the eTrust subconstructs of brand trust and platform trust.