Investigating the impact of AR apps driving consumer engagement in digital shopping

  • Parv gupta
  • Gyaneshwar singh kushwaha
Keywords: Flow Experience, User Satisfaction, AR Brand Engagement, Interactivity, Vividness

Abstract

Diverse applications connected to augmented reality (AR) have become more prevalent as a result of the technology's innovation and growing popularity in recent years. By increasing brand visibility and appeal—which in turn affects customer interaction with brands—the incorporation of augmented reality (AR) into commerce presents a tremendous opportunity to improve marketing initiatives. Consequently, more funds are being allocated by retailers and brand owners to the AR commercial services industry. Using innovation diffusion theory and flow theory, this study intends to investigate the elements that influence consumer engagement with AR commercial systems, taking user happiness into consideration. To investigate the characteristics of AR technology that lead to user happiness and a flow experience, an integrated research model is put forward. Structural equation modeling was used to examine data from 250 legitimate online questionnaires. The results demonstrate that user happiness and flow experience are important drivers of consumer engagement with AR commercial services. Users' flow experiences and pleasure are found to be primarily influenced by three factors: interactivity, vividness, and novelty. There is also discussion on the implications of these discoveries.

Author Biographies

Parv gupta

Maulana Azad National Institute of Technology Bhopal, Madhya Pradesh

 

Gyaneshwar singh kushwaha

Maulana Azad National Institute of Technology Bhopal, Madhya Pradesh

References

Alimamy, S., & Al-Imamy, S. (2022). Customer perceived value through quality augmented reality experiences in retail: The mediating effect of customer attitudes. Journal of Marketing Communications, 28(4), 428–447. https://doi.org/10.1080/13527266.2021.1897648
Al-Razgan, M., Alrowily, A., Al-Matham, R. N., Alghamdi, K. M., Shaabi, M., & Alssum, L. (2021). Using diffusion of innovation theory and sentiment analysis to analyze attitudes toward driving adoption by Saudi women. Technology in Society, 65. https://doi.org/10.1016/j.techsoc.2021.101558
Belanche, D., Belk, R. W., Casaló, L. V., & Flavián, C. (2024). The dark side of artificial intelligence in services. Service Industries Journal, 44(3–4), 149–172. https://doi.org/10.1080/02642069.2024.2305451
Caboni, F., Basile, V., Kumar, H., & Agarwal, D. (2024). A holistic framework for consumer usage modes of augmented reality marketing in retailing. Journal of Retailing and Consumer Services, 80. https://doi.org/10.1016/j.jretconser.2024.103924
Chakraborty, D., Siddiqui, A., Siddiqui, M., & Mohmmad H Alatawi, F. (2022). Exploring consumer purchase intentions and behavior of buying ayurveda products using SOBC framework. Journal of Retailing and Consumer Services, 65. https://doi.org/10.1016/j.jretconser.2021.102889
Chen, H., Li, H., & Pirkkalainen, H. (2024). How extended reality influences e-commerce consumers: A literature review. Electronic Commerce Research and Applications, 65. https://doi.org/10.1016/j.elerap.2024.101404
Dangelico, R. M., Alvino, L., & Fraccascia, L. (2022). Investigating the antecedents of consumer behavioral intention for sustainable fashion products: Evidence from a large survey of Italian consumers. Technological Forecasting and Social Change, 185. https://doi.org/10.1016/j.techfore.2022.122010
Davis, L., & Aslam, U. (2024). Analyzing consumer expectations and experiences of Augmented Reality (AR) apps in the fashion retail sector. Journal of Retailing and Consumer Services, 76. https://doi.org/10.1016/j.jretconser.2023.103577
Dekhili, S., & Ertz, M. (2024). Reinventing ecolabels in the era of augmented reality: An experimental study on the case of fair-trade coffee. Journal of Cleaner Production, 434. https://doi.org/10.1016/j.jclepro.2023.139987
Deo, K., & Prasad, A. (2024). Factors Influencing Green Energy Consumer Behaviour in Australia. Journal of Cleaner Production, 142609. https://doi.org/10.1016/j.jclepro.2024.142609
Dhir, A., Sadiq, M., Talwar, S., Sakashita, M., & Kaur, P. (2021). Why do retail consumers buy green apparel? A knowledge-attitude-behaviour-context perspective. Journal of Retailing and Consumer Services, 59. https://doi.org/10.1016/j.jretconser.2020.102398
Dlamini, S., & Mahowa, V. (2024). Investigating factors that influence the purchase behaviour of green cosmetic products. Cleaner and Responsible Consumption, 13. https://doi.org/10.1016/j.clrc.2024.100190
Du, J., & Pan, W. (2021). Evaluating energy saving behavioral interventions through the lens of social practice theory: A case study in Hong Kong. Energy and Buildings, 251. https://doi.org/10.1016/j.enbuild.2021.111353
Foroughi, B., Hongsachart, H., Asadi, S., Iranmanesh, M., Ghobakhloo, M., & Babaee Tirkolaee, E. (2024). Reuse intention of augmented reality apps: recreational consciousness as moderator: 增强现实应用的再使用意图:娱乐意识 (Recreational Consciousness) 作为调节因素. Service Industries Journal, 44(7–8), 480–521. https://doi.org/10.1080/02642069.2023.2259313
Foroughi, B., Hongsachart, H., Asadi, S., Iranmanesh, M., Ghobakhloo, M., & Tirkolaee, E. B. (2023). Reuse intention of augmented reality apps: recreational consciousness as moderator. Service Industries Journal. https://doi.org/10.1080/02642069.2023.2259313
Gatter, S., Hüttl-Maack, V., & Rauschnabel, P. A. (2022). Can augmented reality satisfy consumers’ need for touch? Psychology and Marketing, 39(3), 508–523. https://doi.org/10.1002/mar.21618
han, J., Prabhakar, G., Luo, X., & Tseng, H. T. (2024). Exploring generation Z consumers’ purchase intention towards green products during the COVID-19 pandemic in China. E-Prime - Advances in Electrical Engineering, Electronics and Energy, 8. https://doi.org/10.1016/j.prime.2024.100552
Herath Pathirannehelage, S., Shrestha, Y. R., & von Krogh, G. (2024). Design principles for artificial intelligence-augmented decision making: An action design research study. European Journal of Information Systems. https://doi.org/10.1080/0960085X.2024.2330402
Hong, I. H., Chiu, A. S. F., & Gandajaya, L. (2021). Impact of subsidy policies on green products with consideration of consumer behaviors: Subsidy for firms or consumers? Resources, Conservation and Recycling, 173. https://doi.org/10.1016/j.resconrec.2021.105669
Hu, F., Wu, L., Guo, Y., Liu, F., Yang, Y., & Wang, Y. (2024). How enterprises’ public welfare low-carbon behavior affects consumers’ green purchase behavior. Heliyon, 10(8). https://doi.org/10.1016/j.heliyon.2024.e29508
Jaju, A., & In Management, M. (n.d.). A study of the Impact of Green Marketing on Consumer Purchasing Patterns and Decision Making in Telangana, India.
Javeed, S., Rasool, G., & Pathania, A. (2024). Augmented reality in marketing: a close look at the current landscape and future possibilities. In Marketing Intelligence and Planning (Vol. 42, Issue 4, pp. 725–745). Emerald Publishing. https://doi.org/10.1108/MIP-04-2023-0180
Khan, I., & Fatma, M. (2024). AR app-based brand engagement and outcomes: A moderated mediation approach. Journal of Retailing and Consumer Services, 76. https://doi.org/10.1016/j.jretconser.2023.103618
Kim, A. J., & Ko, E. (2010). Impacts of luxury fashion brand’s social media marketing on customer relationship and purchase intention. Journal of Global Fashion Marketing, 1(3), 164–171. https://doi.org/10.1080/20932685.2010.10593068
Kosslyn, S. M., Thompson, W. L., & Ganis, G. (2006). The Case for Mental Imagery. Oxford University Press. https://doi.org/10.1093/acprof:oso/9780195179088.001.0001
Kumar, H., Rauschnabel, P. A., Agarwal, M. N., Singh, R. K., & Srivastava, R. (2024). Towards a theoretical framework for augmented reality marketing: A means-end chain perspective on retailing. Information and Management, 61(2). https://doi.org/10.1016/j.im.2023.103910
Kumar, H., & Srivastava, R. (2022). Exploring the role of augmented reality in online impulse behaviour. International Journal of Retail and Distribution Management. https://doi.org/10.1108/IJRDM-11-2021-0535
Lavoie, R., Main, K., & Stuart-Edwards, A. (2022). Flow theory: Advancing the two-dimensional conceptualization. Motivation and Emotion, 46(1), 38–58. https://doi.org/10.1007/s11031-021-09911-4
Lin, K. Y., & Huang, T. K. (2024). Shopping in the digital world: How augmented reality mobile applications trigger customer engagement. Technology in Society, 77. https://doi.org/10.1016/j.techsoc.2024.102540
Madi, J., Al Khasawneh, M., & Dandis, A. O. (2024). Visiting and revisiting destinations: impact of augmented reality, content quality, perceived ease of use, perceived value and usefulness on E-WOM. International Journal of Quality and Reliability Management, 41(6), 1550–1571. https://doi.org/10.1108/IJQRM-10-2023-0314
Mahmud, A. (2024). How and when consumer corporate social responsibility knowledge influences green purchase behavior: A moderated-mediated model. Heliyon, 10(3). https://doi.org/10.1016/j.heliyon.2024.e24680
Manchanda, M., & Deb, M. (2021). On m-Commerce Adoption and Augmented Reality: A Study on Apparel Buying Using m-Commerce in Indian Context. Journal of Internet Commerce, 20(1), 84–112. https://doi.org/10.1080/15332861.2020.1863023
Mishra, S., & Kaur, R. (2023). Investigating consumer’s buying behaviour of green products through the lenses of extended theory of planned behaviour. Management of Environmental Quality: An International Journal. https://doi.org/10.1108/MEQ-11-2022-0315
Ogiemwonyi, O. (2024). Determinants of green behavior (Revisited): A comparative study. Resources, Conservation and Recycling Advances, 22. https://doi.org/10.1016/j.rcradv.2024.200214
Qin, H., David, A., Harun, A., Mamun, M. R. Al, Peak, D., & Prybutok, V. (2024). Assessing user benefits and privacy concerns in utilitarian and hedonic mobile augmented reality apps. Industrial Management and Data Systems, 124(1), 442–482. https://doi.org/10.1108/IMDS-02-2023-0097
Qin, H., Osatuyi, B., & Xu, L. (2021). How mobile augmented reality applications affect continuous use and purchase intentions: A cognition-affect-conation perspective. Journal of Retailing and Consumer Services, 63. https://doi.org/10.1016/j.jretconser.2021.102680
Recalde, D., Jai, T. C., & Jones, R. P. (2024). I can find the right product with AR! The mediation effects of shopper engagement on intent to purchase beauty products. Journal of Retailing and Consumer Services, 78. https://doi.org/10.1016/j.jretconser.2024.103764
Sadiq, M., Bharti, K., Adil, M., & Singh, R. (2021). Why do consumers buy green apparel? The role of dispositional traits, environmental orientation, environmental knowledge, and monetary incentive. Journal of Retailing and Consumer Services, 62. https://doi.org/10.1016/j.jretconser.2021.102643
Saleem, M., Kamarudin, S., Shoaib, H. M., & Nasar, A. (2022). Retail Consumers’ Behavioral Intention to Use Augmented Reality Mobile Apps in Pakistan. Journal of Internet Commerce, 21(4), 497–525. https://doi.org/10.1080/15332861.2021.1975427
Shehawy, Y. M., & Ali Khan, S. M. F. (2024). Consumer readiness for green consumption: The role of green awareness as a moderator of the relationship between green attitudes and purchase intentions. Journal of Retailing and Consumer Services, 78. https://doi.org/10.1016/j.jretconser.2024.103739
Tarafdar, P., Leung, A. C. M., Yue, W. T., & Bose, I. (2024). Understanding the impact of augmented reality product presentation on diagnosticity, cognitive load, and product sales. International Journal of Information Management, 75. https://doi.org/10.1016/j.ijinfomgt.2023.102744
Wang, Y., Jiang, Y., Liu, R., & Miao, M. (2024). A configurational analysis of the causes of the discontinuance behavior of augmented reality (AR) apps in e-commerce. Electronic Commerce Research and Applications, 63. https://doi.org/10.1016/j.elerap.2023.101355
Wieland, D. A. C., Ivens, B. S., Kutschma, E., & Rauschnabel, P. A. (2024). Augmented and virtual reality in managing B2B customer experiences. Industrial Marketing Management, 119, 193–205. https://doi.org/10.1016/j.indmarman.2024.04.007
Wu, J. F., Dong, J., Wu, Y., & Chang, Y. P. (2024). Shopping through mobile augmented reality: The impacts of AR embedding and embodiment attributes on consumer-based brand equity. Information and Management, 61(6). https://doi.org/10.1016/j.im.2024.103999
Xue, Y., Sun, J., Liu, Y., Li, X., & Yuan, K. (2024). Facial expression-enhanced recommendation for virtual fitting rooms. Decision Support Systems, 177. https://doi.org/10.1016/j.dss.2023.114082
Yim, M. Y. C., Chu, S. C., & Sauer, P. L. (2017). Is Augmented Reality Technology an Effective Tool for E-commerce? An Interactivity and Vividness Perspective. Journal of Interactive Marketing, 39, 89–103. https://doi.org/10.1016/j.intmar.2017.04.001
Zanger, V., Meißner, M., & Rauschnabel, P. A. (2022). Beyond the gimmick: How affective responses drive brand attitudes and intentions in augmented reality marketing. Psychology and Marketing, 39(7), 1285–1301. https://doi.org/10.1002/mar.21641
Zhang, G., Yue, X., Ye, Y., & Peng, M. Y. P. (2021). Understanding the Impact of the Psychological Cognitive Process on Student Learning Satisfaction: Combination of the Social Cognitive Career Theory and SOR Model. Frontiers in Psychology, 12. https://doi.org/10.3389/fpsyg.2021.712323
Zhuang, W., Luo, X., & Riaz, M. U. (2021). On the Factors Influencing Green Purchase Intention: A Meta-Analysis Approach. Frontiers in Psychology, 12. https://doi.org/10.3389/fpsyg.2021.644020
Published
2024-09-13
How to Cite
Parv gupta, & Gyaneshwar singh kushwaha. (2024). Investigating the impact of AR apps driving consumer engagement in digital shopping. Revista Electronica De Veterinaria, 25(1), 1286 -1297. https://doi.org/10.69980/redvet.v25i1.881
Section
Articles