IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v12y2020i21p9185-d440130.html
   My bibliography  Save this article

Mobile Augmented Reality in Electronic Commerce: Investigating User Perception and Purchase Intent Amongst Educated Young Adults

Author

Listed:
  • Tegegne Tesfaye Haile

    (College of Economics and Business Administration, The University of Suwon, Hwaseong-si, Gyeonggi-do 18323, Korea)

  • Mincheol Kang

    (Department of e-Business, School of Business, Ajou University, Woncheon-dong, Yeongtong-gu, Suwon 16499, Korea)

Abstract

Even though the presence and use of mobile augmented reality (MAR) technology has become increasingly popular in the field of marketing and advertising in recent years, it has largely been neglected in the study of consumer behavior research. This paper utilizes a single-group posttest-only quasi-experimental design to investigate how the feature of mobile augmented reality application influences consumers’ attitude and purchasing intention as explained by the dimensions of persuasion (i.e., consumers’ cognitive, affective, and conative dimensions). Structural Equation Modeling (SEM) with SPSS and AMOS is used to analyze the psychometric survey data collected from 179 participants. The results supported the prediction that MAR application’s real-time interactivity and entertainment increase cognition and affection, respectively; while irritation with MAR application decreases affection. The unsupported hypothesis, which predicted a positive relationship between informativeness and cognition, came as a surprise. The overall result of the study demonstrates the positive influence of MAR application in enhancing consumers’ purchasing intention. Finally, implications and future research directions are discussed.

Suggested Citation

  • Tegegne Tesfaye Haile & Mincheol Kang, 2020. "Mobile Augmented Reality in Electronic Commerce: Investigating User Perception and Purchase Intent Amongst Educated Young Adults," Sustainability, MDPI, vol. 12(21), pages 1-26, November.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:21:p:9185-:d:440130
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/12/21/9185/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/12/21/9185/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Simon P. Anderson & Régis Renault, 2006. "Advertising Content," American Economic Review, American Economic Association, vol. 96(1), pages 93-113, March.
    2. Kihlstrom, Richard E & Riordan, Michael H, 1984. "Advertising as a Signal," Journal of Political Economy, University of Chicago Press, vol. 92(3), pages 427-450, June.
    3. Hutchinson, J Wesley & Alba, Joseph W, 1991. "Ignoring Irrelevant Information: Situational Determinants of Consumer Learning," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(3), pages 325-345, December.
    4. Brucks, Merrie, 1985. "The Effects of Product Class Knowledge on Information Search Behavior," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 12(1), pages 1-16, June.
    5. Xinshu Zhao & John G. Lynch & Qimei Chen, 2010. "Reconsidering Baron and Kenny: Myths and Truths about Mediation Analysis," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(2), pages 197-206, August.
    6. Fazio, Russell H & Powell, Martha C & Williams, Carol J, 1989. "The Role of Attitude Accessibility in the Attitude-to-Behavior Process," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 16(3), pages 280-289, December.
    7. Friestad, Marian & Wright, Peter, 1994. "The Persuasion Knowledge Model: How People Cope with Persuasion Attempts," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(1), pages 1-31, June.
    8. Lutz, Richard J, 1975. "Changing Brand Attitudes through Modification of Cognitive Structure," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 1(4), pages 49-59, March.
    9. Bettman, James R & Park, C Whan, 1980. "Effects of Prior Knowledge and Experience and Phase of the Choice Process on Consumer Decision Processes: A Protocol Analysis," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 7(3), pages 234-248, December.
    10. Hoch, Stephen J & Ha, Young-Won, 1986. "Consumer Learning: Advertising and the Ambiguity of Product Experience," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 13(2), pages 221-233, September.
    11. Wright, Peter, 1980. "Message-Evoked Thoughts: Persuasion Research Using Thought Verbalizations," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 7(2), pages 151-175, Se.
    12. Friestad, Marian & Wright, Peter, 1995. "Persuasion Knowledge: Lay People's and Researchers' Beliefs about the Psychology of Advertising," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 22(1), pages 62-74, June.
    13. Thales Teixeira & Rosalind Picard & Rana el Kaliouby, 2014. "Why, When, and How Much to Entertain Consumers in Advertisements? A Web-Based Facial Tracking Field Study," Marketing Science, INFORMS, vol. 33(6), pages 809-827, November.
    14. Campbell, Margaret C & Keller, Kevin Lane, 2003. "Brand Familiarity and Advertising Repetition Effects," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 30(2), pages 292-304, September.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Xu, Xiao-Yu & Jia, Qing-Dan & Tayyab, Syed Muhammad Usman, 2024. "Exploring the stimulating role of augmented reality features in E-commerce: A three-staged hybrid approach," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    2. Maria-Jesus Agost & Margarita Vergara, 2020. "Principles of Affective Design in Consumers’ Response to Sustainability Design Strategies," Sustainability, MDPI, vol. 12(24), pages 1-21, December.
    3. Jiangbo Zou & Xiaokang Fu, 2024. "Understanding the purchase intention in live streaming from the perspective of social image," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-14, December.
    4. Sadamali Jayawardena, Nirma & Thaichon, Park & Quach, Sara & Razzaq, Ali & Behl, Abhishek, 2023. "‘The persuasion effects of virtual reality (VR) and augmented reality (AR) video advertisements: A conceptual review’," Journal of Business Research, Elsevier, vol. 160(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Davies, Antony & Cline, Thomas W., 2005. "A consumer behavior approach to modeling monopolistic competition," Journal of Economic Psychology, Elsevier, vol. 26(6), pages 797-826, December.
    2. Vera Herédia-Colaço & Rita Coelho do Vale & Sofia B. Villas-Boas, 2019. "Does Fair Trade Breed Contempt? A Cross-Country Examination on the Moderating Role of Brand Familiarity and Consumer Expertise on Product Evaluation," Journal of Business Ethics, Springer, vol. 156(3), pages 737-758, May.
    3. Golovacheva, E., 2016. "When consumers activate persuasion knowledge: Review of antecedents and consequences," Working Papers 6440, Graduate School of Management, St. Petersburg State University.
    4. Varsha Jain & Chakshu Bhandari & Ganesh B.E., 2017. "Discovering the Interpersonal Relationship Between Luxury Perfume Brands and Consumers," Transnational Marketing Journal, Oxbridge Publishing House, UK, vol. 5(2), pages 85-108, October.
    5. Manika, Danae & Papagiannidis, Savvas & Bourlakis, Michael, 2017. "Understanding the effects of a social media service failure apology: A comparative study of customers vs. potential customers," International Journal of Information Management, Elsevier, vol. 37(3), pages 214-228.
    6. Serife YAZGAN PEKTAS & Azize HASSAN, 2020. "The Effect of Digital Content Marketing on Tourists’ Purchase Intention," Journal of Tourismology, Istanbul University, Faculty of Economics, vol. 6(1), pages 79-98, June.
    7. Tore Kristensen & Gorm Gabrielsen & Eugene D. Jaffe, 2014. "Is Familiarity a Moderator of Brand/Country Alliances? One More Look," Transnational Marketing Journal, Oxbridge Publishing House, UK, vol. 2(2), pages 61-77, October.
    8. Rozier-Rich, Samantha & Santos, Carla Almeida, 2011. "Processing promotional travel narratives," Tourism Management, Elsevier, vol. 32(2), pages 394-405.
    9. Hattori, Keisuke & Higashida, Keisaku, 2014. "Misleading advertising and minimum quality standards," Information Economics and Policy, Elsevier, vol. 28(C), pages 1-14.
    10. Pedro M. Gardete & Liang Guo, 2021. "Prepurchase Information Acquisition and Credible Advertising," Management Science, INFORMS, vol. 67(3), pages 1696-1717, March.
    11. Dong Hoo Kim & Doori Song, 2019. "Can brand experience shorten consumers’ psychological distance toward the brand? The effect of brand experience on consumers’ construal level," Journal of Brand Management, Palgrave Macmillan, vol. 26(3), pages 255-267, May.
    12. Schumacher, Heiner, 2014. "Incentives through consumer learning about tastes," International Journal of Industrial Organization, Elsevier, vol. 37(C), pages 170-177.
    13. Meng, Bo & Choi, Kyuhwan, 2016. "The role of authenticity in forming slow tourists' intentions: Developing an extended model of goal-directed behavior," Tourism Management, Elsevier, vol. 57(C), pages 397-410.
    14. Salvatore Piccolo & Piero Tedeschi & Giovanni Ursino, 2018. "Deceptive Advertising with Rational Buyers," Management Science, INFORMS, vol. 64(3), pages 1291-1310, March.
    15. Amin Ansary & Nik M. Hazrul Nik Hashim, 2018. "Brand image and equity: the mediating role of brand equity drivers and moderating effects of product type and word of mouth," Review of Managerial Science, Springer, vol. 12(4), pages 969-1002, October.
    16. Haoyan Sun & Ming Fan & Yong Tan, 2020. "An Empirical Analysis of Seller Advertising Strategies in an Online Marketplace," Information Systems Research, INFORMS, vol. 31(1), pages 37-56, March.
    17. Shao, Wei & Lye, Ashley & Rundle-Thiele, Sharyn, 2009. "Different strokes for different folks: A method to accommodate decision -making heterogeneity," Journal of Retailing and Consumer Services, Elsevier, vol. 16(6), pages 495-501.
    18. Ozer, Muammer, 2011. "Understanding the impacts of product knowledge and product type on the accuracy of intentions-based new product predictions," European Journal of Operational Research, Elsevier, vol. 211(2), pages 359-369, June.
    19. Joëlle Vanhamme & Valérie Swaen & Guido Berens & Catherine Janssen, 2015. "Playing with fire: aggravating and buffering effects of ex ante CSR communication campaigns for companies facing allegations of social irresponsibility," Marketing Letters, Springer, vol. 26(4), pages 565-578, December.
    20. Aby Abraham & Sanjay Patro, 2014. "‘Country-of-Origin’ Effect and Consumer Decision-making," Management and Labour Studies, XLRI Jamshedpur, School of Business Management & Human Resources, vol. 39(3), pages 309-318, August.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:12:y:2020:i:21:p:9185-:d:440130. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.