Exploring the role of augmented reality in online impulse behaviour
International Journal of Retail & Distribution Management
ISSN: 0959-0552
Article publication date: 17 May 2022
Issue publication date: 30 August 2022
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
:Emerald Publishing Limited
Copyright © 2022, Emerald Publishing Limited