Structuring mechanisms in consumers’ responses to augmented reality-based technologies in retailing.
(A2023-114185)

AUTHORS

Aniket Sengupta, Rajagiri Business School; LANLAN CAO, NEOMA BUSINESS SCHOOL; Uma Jaidev, Woxsen University

ABSTRACT

The paper explores the specific and functional mechanisms in consumers’ responses to AR-based technologies in retail and uncovers the relationship between these mechanisms. The comprehensive literature review enabled us to identify three main mechanisms − interactivity, quality of mental imagery, and immersion. Data was collected through survey research from 150 U.S. consumers. The interrelationship between the three mechanisms were examined and the research findings show that consumers’ perceived interactivity of AR-enabled tool positively influences their perceived quality of mental imagery, and further the latter positively influences consumers’ perceived immersion. However, consumers’ perceived interactivity does not directly influence their perceived immersion. Therefore, the effect of interactivity on immersion is fully mediated by the quality of mental imagery. The theoretical implications and directions for future research are discussed.