The Role of Mobile Augmented Reality Applications on Continuous use and Purchase Intention by the Consumer

Atashsooz, Ali; Rahmani, Parinaz

doi:10.22054/IMS.2023.66467.2137

Document Type : Research Paper

Authors

Ali Atashsooz ¹
Parinaz Rahmani ²

¹ Assistant Prof., Dept. of Management, Faculty of Literature and Humanities, Mahabad Branch, Islamic Azad University, Mahabad, Iran

² MA., Industrial Management, Management and Accounting, Allameh Tabataba'i University, Tehran, Iran

https://doi.org/10.22054/IMS.2023.66467.2137

Abstract

Introduction
Augmented reality has emerged as one of the main trends in the digital market in recent years (Whang et al, 2021). Augmented reality technologies, such as 3D spatialization mechanisms and sound adaptation mechanisms, eliminate distance barriers to information acquisition, add more enjoyable and entertaining components to the visit, and increase visitor immersion in exhibitions (Huang, 2021).
As consumers' use of mobile augmented reality applications increases, it is necessary to strengthen theoretical and empirical insights to support this technology and understand its effects on consumer behaviors (McLean, & Wilson, 2019). Despite the rapid growth and increasing importance of augmented reality, recent research shows that managers lack insight into how augmented reality interacts with customers and need guidance to target customers who have adopted augmented reality (Jessen et al, 2020). A comprehensive review of cognitive, emotional, and behavioral responses in augmented reality shows that various studies have focused on benefits such as enjoyment and usefulness (Whang et al, 2021; Hilken et al, 2017). While things like the feeling of virtual presence, perceived value, attitude towards augmented reality, satisfaction, and experiential value have been paid less attention to (Kowalczuk et al, 2021; Nikhashemi et al, 2021). In order to answer the aforementioned research gap, the present research is trying to answer the following main question:
How does a mobile-based augmented reality application affect the decision-making process in the real shopping experience?

Literature Review

Marketers are using mobile augmented reality apps to connect with their consumers in new and exciting ways. From a marketing research perspective, augmented reality is a strategic concept that integrates information or digital objects into the subject's perception of the physical world, often in combination with other media, to express or demonstrate consumer interests to achieve obvious organizational goals (Rauschnabel et al., 2019).
Researches show that augmented reality enhances the consumer experience and drives their behavioral intentions Fan, et al, 2020; Kowalczuk et al., 2021; Nikhashemi et al., 2021). The research results of Whang et al. (2021) confirmed that the capabilities of mobile augmented reality technology evoke consumer behavioral and cognitive states, which in turn stimulate consumer purchase intention. However, their study did not consider the intention of continuous use of augmented reality, which is a major issue in this field. Because recent industry statistics show that about a quarter of augmented reality apps are never used after the initial download (Nikhashemi et al, 2021).
In addition, purchase intention focuses on the extent to which consumers attempt to make a purchase after interacting with mobile augmented reality applications, while continued use intention emphasizes the extent to which consumers will use mobile augmented reality applications in the future (Lo et al, 2020). Tsai & Hung, 2019). Hence, it is critical to address the importance of augmented reality as a strategy to enhance consumer engagement and its responsive effects on purchase intention.
Methodology
Based on the purpose, this research is applied, in terms of the type of data, it is quantitative, and in terms of data collection, it is descriptive and survey type. The statistical population was the customers of the Digikala online store, whose number was estimated to be more than 3000 people. With the available sampling method, 384 people were selected as a sample, and a researcher-made questionnaire (based on the Likert scale) was sent to them as an electronic link. 307 usable questionnaires were returned. Structural equation modeling with partial least squares approach was used for data analysis and hypothesis testing.
Results
The data analysis showed that the factor loading value between the components of a variable and the latent variable is more than 0.4, which indicates that the components of this variable have been able to evaluate the latent variable well. Also, the significance of the factor load of each of the variables of the verification model is more than 1.96 and it is significant.
Discussion and Conclusion
The current research was conducted with the aim of investigating the role of mobile augmented reality programs on continuous use and purchase intention by consumers among users of the Digikala store. The results of the research showed that virtual presence, experiential value, and purchase benefits have a positive effect on the attitude towards the mobile augmented reality program. In this regard, it can be said that the mobile augmented reality program produces and provides the content to the consumer that is more attractive to the user than ever before (Qin et al, 2021). The more customers engage with the content, the more likely they are to make the expected brand reaction (Park & Yoo, 2020).
Also, perceived value and attitude towards the use of mobile augmented reality have a positive effect on consumer satisfaction. It can be claimed that mobile augmented reality allows users to see information related to customer service of various goods and products on any type of display around. Therefore, the more appropriate and up-to-date the quality of the designed system is, it leads to more people being interested and also more people using this technology and encouraging them to buy, and it leads to an increase in their satisfaction (Mclean et al, 2018; Oni et al. al, 2016; Chopdar & Balakrishnan, 2020).
Based on the results of the research, satisfaction and perceived value have a positive effect on the intention to continue using and the intention to purchase. As the mobile augmented reality app enhances the shopping experience with the light and sound effects of a 3D movie, it allows stores and malls to transport their customers into a world of their own creation, combining elements of traditional online shopping with 3D experiences for Combine increased satisfaction and more accurate customer purchases (Chang et al, 2018; Chopdar & Balakrishnan, 2020).

Keywords

References

پورفرج، علیرضا، عیسی زاده روشن، یوسف و چراغی، کبری. (1387). فناوری اطلاعات و ارتباطات، صنعت گردشگری، رشد اقتصادی. اقتصاد و تجارت نوین، 4(13)، 46-66. SID. https://sid.ir/paper/118615/fa

ترکستانی، محمد صالح؛ مفاخری، فهیمه؛ حقیقت فاطمه. (1395). تأثیر رضایت و اعتماد بر وفاداری الکترونیک و خرید آنلاین محصولات گردشگری.

https://doi.org/10.22054/tms.2016.5731

ساعدی، طاهره؛ خرازی آذر، رها (زهرا)؛ مظفری، افسانه. (1398). کاربرد فناوری واقعیت افزوده در تبلیغات و بازاریابی، مدیریت فرهنگی،, 13 (44)، 101-112.

https://jcm.srbiau.ac.ir/article_15613.html

علیخانی، پرستو؛ رضایی زاده، مرتضی؛ حاجی زین العابدینی، محسن؛ وحیدی اصل، مجتبی. (1397). شناسایی ابعاد تأثیرگذاری فناوری واقعیت افزوده بر خدمات کتابخانه‌ای. پژوهشنامه کتابداری و اطلاع رسانی، 8 (2)، 370-355.

https://doi.org/10.22067/riis.v0i0.64249

References

Ahn, J., Lee, C. K., Back, K. J., & Schmitt, A. (2019). Brand experiential value for creating integrated resort customers’ co-creation behavior. International journal of hospitality management, 81, 104-112. https://doi.org/10.1016/ j.ijhm.2019.03.009

Azuma, R. T. (1997). A survey of augmented reality. Presence: teleoperators & virtual environments, 6 (4), 355-385. https://doi.org/10.1162/pres.1997.6.4.355

Billinghurst, M., & Duenser, A. (2012). Augmented reality in the classroom. Computer, 45 (7), 56-63. https://doi.org/10.1109/MC.2012.111

Chang, C. W., Heo, J., Yeh, S. C., Han, H. Y., & Li, M. (2018). The effects of immersion and interactivity on college students’ acceptance of a novel VR-supported educational technology for mental rotation. IEEE Access, 6, 66590-66599. https://doi.org/10.1109/ACCESS.2018.2878270

Chopdar, P. K., & Balakrishnan, J. (2020). Consumers response towards mobile commerce applications: SOR approach. International Journal of Information Management, 53, 102106. https://doi.org/10.1016/ j.ijinfomgt.2020.102106

Chylinski, M., Heller, J., Hilken, T., Keeling, D. I., Mahr, D., & de Ruyter, K. (2020). Augmented reality marketing: A technology-enabled approach to situated customer experience. Australasian Marketing Journal (AMJ), 28 (4), 374-384. https://doi.org/10.1016/ j.ausmj.2020.04.004

Cranmer, E. E., tom Dieck, M. C., & Fountoulaki, P. (2020). Exploring the value of augmented reality for tourism. Tourism Management Perspectives, 35, 100672. https://doi.org/10.1016/ j.tmp.2020.100672

Fan, X., Chai, Z., Deng, N., & Dong, X. (2020). Adoption of augmented reality in online retailing and consumers’ product attitude: A cognitive perspective. Journal of Retailing and Consumer Services, 53, 101986. https://doi.org/10.1016/ j.jretconser.2019.101986

Haile, T. T., & Kang, M. (2020). Mobile augmented reality in electronic commerce: investigating user perception and purchase intent amongst educated young adults. Sustainability, 12 (21), 9185.‏ https://doi.org/10.3390/su12219185

He, Z., Wu, L., & Li, X. R. (2018). When art meets tech: The role of augmented reality in enhancing museum experiences and purchase intentions. Tourism Management, 68, 127-139. https://doi.org/ 10.1016/ j.tourman.2018.03.003

Hilken, T., de Ruyter, K., Chylinski, M., Mahr, D., & Keeling, D. I. (2017). Augmenting the eye of the beholder: exploring the strategic potential of augmented reality to enhance online service experiences. Journal of the Academy of Marketing Science, 45 (6), 884-905. https://doi.org/10.1007/s11747-017-0541-x

Huang, T. L. (2021). Restorative experiences and online tourists’ willingness to pay a price premium in an augmented reality environment. Journal of Retailing and Consumer Services, 58, 102256. https://doi.org/ 10.1016/j.jretconser.2020.102256

Javornik, A. (2016). ‘It’s an illusion, but it looks real!’Consumer affective, cognitive and behavioural responses to augmented reality applications. Journal of Marketing Management, 32 (9-10), 987-1011. https://doi.org/10.1080/0267257X.2016.1174726

Jessen, A., Hilken, T., Chylinski, M., Mahr, D., Heller, J., Keeling, D. I., & de Ruyter, K. (2020). The playground effect: How augmented reality drives creative customer engagement. Journal of Business Research, 116, 85-98. https://doi.org/10.1016/j.jbusres.2020.05.002

Kaghat, F. Z., Azough, A., Fakhour, M., & Meknassi, M. (2020). A new audio augmented reality interaction and adaptation model for museum visits. Computers & Electrical Engineering, 84, 106606. https://doi.org/10.1016/j.compeleceng.2020.106606

Kang, H. J., Shin, J. H., & Ponto, K. (2020). How 3D virtual reality stores can shape consumer purchase decisions: The roles of informativeness and playfulness. Journal of Interactive Marketing, 49, 70-85. https://doi.org/10.1016/j.intmar.2019.07.002

Keng, C. J., Huang, T. L., Zheng, L. J., & Hsu, M. K. (2007). Modeling service encounters and customer experiential value in retailing: An empirical investigation of shopping mall customers in Taiwan. International Journal of Service Industry Management. https://doi.org/10.1108/09564230710778137

Kim, J., & Forsythe, S. (2008). Adoption of virtual try-on technology for online apparel shopping. Journal of Interactive Marketing, 22 (2), 45-59. https://doi.org/10.1002/dir.20113

Kim, K., Hwang, J., Zo, H., & Lee, H. (2016). Understanding users’ continuance intention toward smartphone augmented reality applications. Information development, 32 (2), 161-174. https://doi.org/10.1177/0266666914535119

Kim, M. J., & Hall, C. M. (2019). A hedonic motivation model in virtual reality tourism: Comparing visitors and non-visitors. International Journal of Information Management, 46, 236-249. https://doi.org/10.1016/ j.ijinfomgt.2018.11.016

Kounavis, C. D., Kasimati, A. E., & Zamani, E. D. (2012). Enhancing the tourism experience through mobile augmented reality: Challenges and prospects. International Journal of Engineering Business Management, 4, 10. https://doi.org/10.5772/51644

Kowalczuk, P., Siepmann, C., & Adler, J. (2021). Cognitive, affective, and behavioral consumer responses to augmented reality in e-commerce: A comparative study. Journal of Business Research, 124, 357-373. https://doi.org/10.1016/j.jbusres.2020.10.050

Kumar, A., Prakash, G., & Kumar, G. (2021). Does environmentally responsible purchase intention matter for consumers? A predictive sustainable model developed through an empirical study. Journal of Retailing and Consumer Services, 58, 102270. https://doi.org/10.1016/ j.jretconser.2020.102270

Lee, C. Y., Tsao, C. H., & Chang, W. C. (2015). The relationship between attitude toward using and customer satisfaction with mobile application services: An empirical study from the life insurance industry. Journal of Enterprise Information Management. https://doi.org/10.1108/JEIM-07-2014-0077

Lin, K. Y., & Lu, H. P. (2015). Predicting mobile social network acceptance based on mobile value and social influence. Internet Research. https://doi.org/10.1108/IntR-01-2014-0018

Lo, F. Y., Yu, T. H. K., & Chen, H. H. (2020). Purchasing intention and behavior in the sharing economy: Mediating effects of APP assessments. Journal of Business Research, 121, 93-102. https://doi.org/ 10.1016/ j.jbusres.2020.08.017

Mathwick, C., Malhotra, N., & Rigdon, E. (2001). Experiential value: conceptualization, measurement and application in the catalog and Internet shopping environment☆. Journal of retailing, 77 (1), 39-56. https://doi.org/10.1016/S0022-4359(00)00045-2

McLean, G., & Wilson, A. (2019). Shopping in the digital world: Examining customer engagement through augmented reality mobile applications. Computers in Human Behavior, 101, 210-224.‏ https://doi.org/10.1016/ j.chb.2019.07.002

Mclean, G., Al-Nabhani, K., & Wilson, A. (2018). Developing a mobile applications customer experience model (MACE) -implications for retailers. Journal of Business Research, 85, 325-336. https://doi.org/10.1016/ j.jbusres.2018.01.018

Milgram, P., & Kishino, F. (1994). A taxonomy of mixed reality visual displays. IEICE TRANSACTIONS on Information and Systems, 77 (12), 1321-1329. https://search.ieice.org/bin/summary.php?id=e77-d_12_1321

Nikhashemi, S. R., Knight, H. H., Nusair, K., & Liat, C. B. (2021). Augmented reality in smart retailing: A (n) (A) Symmetric Approach to continuous intention to use retail brands’ mobile AR apps. Journal of Retailing and Consumer Services, 60, 102464. https://doi.org/10.1016/ j.jretconser.2021.102464

Oni, A. A., Adewoye, O. J., & Eweoya, I. O. (2016). E-banking users’ behaviour: e-service quality, attitude, and customer satisfaction. International Journal of Bank Marketing. https://doi.org/ 10.1108/IJBM-12-2014-0175

Osatuyi, B., & Qin, H. (2018). How vital is the role of affect on post-adoption behaviors? An examination of social commerce users. International Journal of Information Management, 40, 175-185.‏ https://doi.org/10.1016/ j.ijinfomgt.2018.02.005

Paine, J. (10). Brands Already Leveraging the Power of Augmented Reality.

Pantano, E., & Naccarato, G. (2010). Entertainment in retailing: The influences of advanced technologies. Journal of Retailing and Consumer Services, 17 (3), 200-204. https://doi.org/10.1016/ j.jretconser.2010.03.010

Papagiannis, H. (2020). How AR is redefining retail in the pandemic. Harvard Business Review, 7. https://hbr.org/2020/10/how-ar-is-redefining-retail-in-the-pandemic

Park, M., & Yoo, J. (2020). Effects of perceived interactivity of augmented reality on consumer responses: A mental imagery perspective. Journal of Retailing and Consumer Services, 52, 101912.‏ https://doi.org/10.1016/ j.jretconser.2019.101912

Poushneh, A., & Vasquez-Parraga, A. Z. (2017). Discernible impact of augmented reality on retail customer's experience, satisfaction and willingness to buy. Journal of Retailing and Consumer Services, 34, 229-234. https://doi.org/10.1016/ j.jretconser.2016.10.005

Qin, H., Peak, D. A., & Prybutok, V. (2021). A virtual market in your pocket: How does mobile augmented reality (MAR) influence consumer decision making? Journal of Retailing and Consumer Services, 58, 102337.‏ https://doi.org/10.1016/ j.jretconser.2020.102337

Radosavljevic, S., Radosavljevic, V., & Grgurovic, B. (2020). The potential of implementing augmented reality into vocational higher education through mobile learning. Interactive Learning Environments, 28 (4), 404-418.‏ https://doi.org/10.1080/10494820.2018.1528286

Rauschnabel, P. A., Felix, R., & Hinsch, C. (2019). Augmented reality marketing: How mobile AR-apps can improve brands through inspiration. Journal of Retailing and Consumer Services, 49, 43-53.‏ https://doi.org/10.1016/ j.jretconser.2019.03.004

Riva, G., Davide, F., & IJsselsteijn, W. A. (2003). 13 Persuasive Effects of Presence in Immersive Virtual Environments.‏

Sánchez-Fernández, R., & Iniesta-Bonillo, M. Á. (2009). Efficiency and quality as economic dimensions of perceived value: Conceptualization, measurement, and effect on satisfaction. Journal of Retailing and Consumer Services, 16 (6), 425-433.‏ https://doi.org/10.1016/ j.jretconser.2009.06.003

Shang, D., & Wu, W. (2017). Understanding mobile shopping consumers’ continuance intention. Industrial Management & Data Systems. https://doi.org/10.1108/IMDS-02-2016-0052

Tsai, J. C. A., & Hung, S. Y. (2019). Examination of community identification and interpersonal trust on continuous use intention: evidence from experienced online community members. Information & Management, 56 (4), 552-569. https://doi.org/10.1016/ j.im.2018.09.014

Violato, C., & Hecker, K. G. (2007). How to use structural equation modeling in medical education research: A brief guide. Teaching and learning in medicine, 19 (4), 362-371. https://doi.org/10.1080/10401330701542685

Wang, C. (2014). Antecedents and consequences of perceived value in Mobile Government continuance use: Empirical research in China. Computers in Human Behavior, 34, 140-147. https://doi.org/10.1016/ j.chb.2014.01.034

Wedel, M., Bigné, E., & Zhang, J. (2020). Virtual and augmented reality: Advancing research in consumer marketing. International Journal of Research in Marketing, 37 (3), 443-465. https://doi.org/10.1016/ j.ijresmar.2020.04.004

Whang, J. B., Song, J. H., Choi, B., & Lee, J. H. (2021). The effect of Augmented Reality on purchase intention of beauty products: The roles of consumers’ control. Journal of Business Research, 133, 275-284.‏ https://doi.org/10.1016/ j.jbusres.2021.04.057

Woodruff, R. B. (1997). Customer value: the next source for competitive advantage. Journal of the academy of marketing science, 25 (2), 139-153.‏ https://doi.org/10.1007/BF02894350

Xu, C., Peak, D., & Prybutok, V. (2015). A customer value, satisfaction, and loyalty perspective of mobile application recommendations. Decision Support Systems, 79, 171-183. https://doi.org/10.1016/ j.dss.2015 .08.008

References [In Persian]

Alikhani, Parastoo; Rezaizadeh, Morteza; Haji Zain al-Abidini, Mohsen; Vahidi Asl, Mojtaba. (2019). Identifying the impact dimensions of augmented reality technology on library services. Journal of Library and Information Science, 8(2), 370-355. https://doi.org/10.22067/ riis.v0i0.64249 [in Persian]

Porfaraj, Alireza, Isazadeh Roshan, Youssef, and Cheraghi, Kobra. (2008). Information and communication technology, tourism industry, economic growth. Modern Economy and Business, 4(13), 46-66. SID. https://sid.ir/paper/118615/fa [in Persian]

Saedi, T., kharazi azar, R., & mozafari, A. (2019). Augmented Reality technology application in advertising and marketing. Journal of Cultural Management, 13(44), 101-112. https://jcm.srbiau.ac.ir/ article_15613.html [in Persian]

Torkestani, M. S., Mafakheri, F., Haghighat, F. (2018). The Effect of Satisfaction and Trust on Electronic Loyalty and Tourism Products Online Shopping. Tourism Management Studies, 11(34), 93-109. https://doi.org/10.22054/tms.2016.5731 [in Persian]‌

‌ ‌استناد به این مقاله: آتش سوز، علی.، رحمانی، پریناز. (1402). نقش برنامه‌های واقعیت افزوده موبایل بر استفاده مداوم و قصد خرید توسط مصرف‌کننده، مطالعات مدیریت کسب وکار هوشمند، 11(43)، 1-29.

DOI: 10.22054/IMS.2023.66467.2137

Journal of Business Intelligence Management Studies is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License..

The Role of Mobile Augmented Reality Applications on Continuous use and Purchase Intention by the Consumer

References

References

Volume 11, Issue 43March 2023Pages 1-29

Volume 11, Issue 43
March 2023
Pages 1-29