Effect of augmented reality applications on attitude and behaviours of customers: cognitive and affective perspectives

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dc.authoridForoughi, Behzad/0000-0002-0621-4814
dc.authorwosidForoughi, Behzad/H-9372-2018
dc.contributor.authorIranmanesh, Mohammad
dc.contributor.authorSenali, Madugoda Gunaratnege
dc.contributor.authorForoughi, Behzad
dc.contributor.authorGhobakhloo, Morteza
dc.contributor.authorAsadi, Shahla
dc.contributor.authorTirkolaee, Erfan Babaee
dc.date.accessioned2024-05-19T14:39:12Z
dc.date.available2024-05-19T14:39:12Z
dc.date.issued2024
dc.departmentİstinye Üniversitesien_US
dc.description.abstractPurposeUnderstanding 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.en_US
dc.identifier.doi10.1108/APJBA-07-2023-0292
dc.identifier.issn1757-4323
dc.identifier.issn1757-4331
dc.identifier.scopus2-s2.0-85189084418en_US
dc.identifier.scopusqualityQ2en_US
dc.identifier.urihttps://doi.org10.1108/APJBA-07-2023-0292
dc.identifier.urihttps://hdl.handle.net/20.500.12713/4726
dc.identifier.wosWOS:001194482000001en_US
dc.identifier.wosqualityN/Aen_US
dc.indekslendigikaynakWeb of Scienceen_US
dc.indekslendigikaynakScopusen_US
dc.language.isoenen_US
dc.publisherEmerald Group Publishing Ltden_US
dc.relation.ispartofAsia-Pacific Journal of Business Administrationen_US
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/closedAccessen_US
dc.snmz20240519_kaen_US
dc.subjectAugmented Realityen_US
dc.subjectMobile Shopping Appsen_US
dc.subjectBehavioural Intentionen_US
dc.subjectDigital Marketingen_US
dc.subjectOnline Shoppingen_US
dc.titleEffect of augmented reality applications on attitude and behaviours of customers: cognitive and affective perspectivesen_US
dc.typeArticleen_US

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