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    Effect of augmented reality applications on attitude and behaviours of customers: cognitive and affective perspectives
    (Emerald Group Publishing Ltd, 2024) Iranmanesh, Mohammad; Senali, Madugoda Gunaratnege; Foroughi, Behzad; Ghobakhloo, Morteza; Asadi, Shahla; Tirkolaee, Erfan Babaee
    PurposeUnderstanding how to retain users of augmented reality (AR) shopping apps and to motivate them to purchase is vital to the success of AR apps. This study assessed the chain effect of AR attributes on purchase intention and reuse intention through cognitive and affective factors.Design/methodology/approachThe data were collected from Thai users of the IKEA Place app using an online survey. A link to the survey was posted on Thai furniture groups on social media platforms. The 439 responses were analysed using the partial least squares (PLS) approach.FindingsThe results revealed that all four AR attributes, namely interactivity, vividness, novelty and spatial presence, significantly influence perceived enjoyment, perceived diagnosticity and perceived value. Brand attitude, as a key driver of purchase intention, is influenced by perceived value. Attitude towards the app significantly affects reuse intention and is affected by affective and cognitive factors.Practical implicationsThe findings enable shopping app designers and marketers to successfully promote the brand, retain users and boost sales by effectively incorporating AR.Originality/valueThe study extends the literature on the impacts of AR apps on customer behaviours by including affective factors in addition to cognitive factors to explain why AR attributes influence customer attitudes and behaviours. Furthermore, the study demonstrates the serial causal paths from AR attributes to customer behaviours.
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    Industry 5.0 implications for inclusive sustainable manufacturing: An evidence-knowledge-based strategic roadmap
    (Elsevier Sci Ltd, 2023) Ghobakhloo, Morteza; Iranmanesh, Mohammad; Foroughi, Behzad; Tirkolaee, Erfan Babaee; Asadi, Shahla; Amran, Azlan
    Despite the hype surrounding Industry 5.0 and its importance for sustainability, the micro-mechanisms through which this agenda can lead to socio-environmental values are largely understudied. The present study strived to address this knowledge gap by developing a strategic roadmap that outlines how Industry 5.0 can boost sustainable manufacturing. The study first conducted a content-centric literature review and identified 12 functions through which Industry 5.0 can inclusively boost sustainable manufacturing. The study further developed a strategic roadmap that identified the complex contextual relationships among the functions and explained how they should be synergistically leveraged to maximize their contribution to sustainability. Results reveal that value network integration, sustainable technology governance, sustainable business model innovation, and sustainable skill development are the most driver and tangible implications of Industry 5.0 for sustainable manufacturing. Alternatively, renewable integration and manufacturing resilience are among the most dependent and hard-to-reach sustainable functions of Industry 5.0, and their materialization requires major strategic collaboration among stakeholders. The strategic roadmap outlines how Industry 5.0 stakeholders can leverage the technological and functional constituents of this agenda to promote sustainable manufacturing inclusively.
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    Reuse intention of augmented reality apps: recreational consciousness as moderator
    (Routledge Journals, Taylor & Francis Ltd, 2023) Foroughi, Behzad; Hongsachart, Hathaitip; Asadi, Shahla; Iranmanesh, Mohammad; Ghobakhloo, Morteza; Tirkolaee, Erfan Babaee
    This study investigated the determinants of intention to reuse augmented reality (AR) apps. The data were obtained from 439 IKEA Place app users and evaluated using the 'partial least squares' (PLS) and 'fuzzy-set qualitative comparative analysis' (fsQCA) approaches. PLS findings revealed that AR attributes significantly influence perceived ease of use, perceived usefulness, and confirmation. All the relationships under the technology continuance theory were confirmed except for the impact of perceived usefulness on attitude. Recreational consciousness positively moderates the influence of attitude on reuse intentions. fsQCA approach uncovered seven configurations of variables that result in high reuse intentions and identified satisfaction as a necessary condition. The study contributed to the literature by (i) exploring the drivers of intention to reuse AR Apps, (ii) extending technology continuance theory, (iii) demonstrating the moderating influence of recreational consciousness, and (iv) using the PLS-fsQCA approach. The findings help develop strategies and design AR apps aimed at retaining users.