Paper Info
Title
Mechanism Linking AR-Based Presentation Mode and Consumers' Responses: A Moderated Serial Mediation Model
Abstract
The technological development of online product presentation modes (e.g., augmented reality, virtual reality) will greatly impact the future of e-retailing. The potential benefits of applying these new technologies for e-retailers need further investigation. Based upon the stimulus-organism-response (S-O-R) model, this study examines the effect of AR-based presentation modes on consumer patronage intention, with the mediating role of immersion, enjoyment, perceived product risk and attractiveness of the online store. Furthermore, it explores the moderating effect of technophilia that reflects consumers' positive attitude towards technology. A single factor between-subject experiment study was conducted with a sample of 420 university students. Results suggest that the serial indirect effects of AR presentation on patronage intention through immersion/enjoyment/perceived product risk and attractiveness of online store are conditional upon the level of technophilia. Technophilia is a critical factor that explains consumers' psychological and behavioral responses when they are using new technologies. The study provides new knowledge for e-marketing practitioners, as well as AR literature by indicating how and when new technology-based presentation works in evoking consumers' patronage intention.
Year
DOI
Venue
2021
10.3390/jtaer16070148
JOURNAL OF THEORETICAL AND APPLIED ELECTRONIC COMMERCE RESEARCH
Keywords
DocType
Volume
patronage intention, product presentation mode, argument reality
Journal
16
Issue
ISSN
Citations 
7
0718-1876
0
PageRank 
References 
Authors
0.34
0
4
Name
Order
Citations
PageRank
Xi Han100.34
Feng Wang200.34
Shengxiang Lv300.34
Wenting Han400.34