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Tap here to power up! Mobile augmented reality for consumer empowerment

Eugene Cheng-Xi Aw (UCSI Graduate Business School, UCSI University, Kuala Lumpur, Malaysia)
Garry Wei-Han Tan (UCSI Graduate Business School, UCSI University, Kuala Lumpur, Malaysia) (School of Finance and Economics, Nanchang Institute of Technology, Nanjing, China)
Keng-Boon Ooi (UCSI Graduate Business School, UCSI University, Kuala Lumpur, Malaysia) (College of Management, Chang Jung Christian University, Tainan, Taiwan) (Nanchang Institute of Technology, Nanjing, China)
Nick Hajli (School of Business and Economics, Loughborough University, Loughborough, UK)

Internet Research

ISSN: 1066-2243

Article publication date: 16 May 2023

810

Abstract

Purpose

The present study aims to propose a framework elucidating the attributes of mobile augmented reality (AR) shopping apps (i.e., spatial presence, perceived personalization and perceived intrusiveness) and how they translate to downstream consumer-related outcomes (i.e., immersion, psychological ownership and stickiness to the retailer).

Design/methodology/approach

By conducting a questionnaire-based survey, 308 responses were collected, and the data were submitted to partial least square structural equation modeling (PLS-SEM) and artificial neural network (ANN) analyses.

Findings

A few important findings were generated from the present study. First, attributes of mobile augmented reality shopping apps (i.e., spatial presence, perceived personalization and perceived intrusiveness) influence stickiness to the retailer through immersion and consumer empowerment in serial. Second, immersion positively influences psychological ownership. Third, the optimum stimulation level moderates the relationship between spatial presence and immersion. Lastly, a post-hoc exploratory finding yielded by the multigroup analysis uncovered the moderating effect of gender.

Originality/value

This study offers a novel contribution to the smart retail literature by investigating the role of mobile AR shopping apps in predicting consumers' stickiness to the retailer. A holistic framework elucidating the serial mediating effect of immersion and consumer empowerment, and the moderating roles of optimum stimulation level and gender were validated.

Keywords

Citation

Aw, E.C.-X., Tan, G.W.-H., Ooi, K.-B. and Hajli, N. (2023), "Tap here to power up! Mobile augmented reality for consumer empowerment", Internet Research, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/INTR-07-2021-0477

Publisher

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Emerald Publishing Limited

Copyright © 2023, Emerald Publishing Limited

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