IDEAS home Printed from https://ideas.repec.org/a/ids/ijimad/v21y2024i3-4p383-417.html
   My bibliography  Save this article

Augmented reality marketing in online retail industry: the moderating role of personality traits

Author

Listed:
  • Claudia Gita Hapsari
  • Haris Maupa
  • Otto Randa Payangan

Abstract

Augmented reality has been hailed as the future of online retailing due to its ability to improve the online shopping experience at the pre-purchase stage. Based on the stimulus-organism-responses theory, this research investigates how augmented reality features influence customers' evaluation of hedonic value and utilitarian value, which in turn positively influence their online impulse buying intention. This research also explores how personality, measured by the big five personality traits, moderates the effect of customers' internal evaluation on their online impulse buying intention. The novel findings confirm that augmented reality features positively influence hedonic value and utilitarian value, which in turn positively affect their online impulse buying intention of makeup products. This research also finds that extraversion, agreeableness, and neuroticism moderate the effect of utilitarian value on online impulse buying intention. On the contrary, only neuroticism moderates the effect of hedonic value on online impulse buying intention.

Suggested Citation

  • Claudia Gita Hapsari & Haris Maupa & Otto Randa Payangan, 2024. "Augmented reality marketing in online retail industry: the moderating role of personality traits," International Journal of Internet Marketing and Advertising, Inderscience Enterprises Ltd, vol. 21(3/4), pages 383-417.
    • Handle: RePEc:ids:ijimad:v:21:y:2024:i:3/4:p:383-417
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=142809
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    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:ids:ijimad:v:21:y:2024:i:3/4:p:383-417. 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.

    We have no bibliographic references for this item. You can help adding them by using 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: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=84 .

    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.