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Exploring the role of augmented reality in online impulse behaviour

Harish Kumar (Department of Marketing, Management Development Institute, Gurgaon, India)
Ritu Srivastava (Department of Marketing, Management Development Institute, Gurgaon, India)

International Journal of Retail & Distribution Management

ISSN: 0959-0552

Article publication date: 17 May 2022

Issue publication date: 30 August 2022

2097

Abstract

Purpose

This study aims to examine the role of augmented reality (AR) in online impulse behaviour for highbody-involvement products. This study further explores whether flow and spatial presence mediate the link between AR and online impulse behaviour.

Design/methodology/approach

The authors collected 255 responses from shopping mall visitors and used SPSS (21.0) (PROCESS macro) and AMOS 21.0 to test the hypothesised model.

Findings

The findings reveal that AR virtual try-on significantly influences online impulse behaviour by providing hedonic value and reducing product risk prior to purchase. Second, flow and spatial presence partially and complementarily mediate the relationship between AR characteristics, hedonic value, and product risk.

Originality/value

Theoretically, this study extends the literature on AR and online impulse behaviour from a psychological perspective, and it broadens managers' understanding of how they can use AR as a tool to increase sales.

Keywords

Acknowledgements

The authors would like to thank Professor Vibhava Srivastava for the help in the initial idea development and Editage for the copy-editing.

Citation

Kumar, H. and Srivastava, R. (2022), "Exploring the role of augmented reality in online impulse behaviour", International Journal of Retail & Distribution Management, Vol. 50 No. 10, pp. 1281-1301. https://doi.org/10.1108/IJRDM-11-2021-0535

Publisher

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Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

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