How mobile augmented reality digitally transforms the retail sector: examining trust in augmented reality apps and online/offline store patronage intention

Abstract

Purpose

The purpose of the study was to identify (1) whether aspects of expectancy-value judgments (EVJ) of uses and gratifications, such as novelty, fashion/status, sociability and relaxation, influenced trust in augmented reality (AR) apps; (2) whether trust in AR apps influenced usage intention toward AR apps and online/offline store patronage intention and (3) the moderating effect of consumer self-determination.

Design/methodology/approach

Mobile users (n = 630) were drawn from a USA market research company. The proposed model was tested by structural equation modeling with maximum likelihood estimation.

Findings

The study found that trust in AR apps was a determinant of usage intention toward AR apps and online/offline store patronage intention. Novelty and fashion/status for EVJs of uses and gratifications affected trust in AR apps. Sociability for EVJs of uses and gratifications negatively affected trust in AR apps. Users' self-determination moderated the influence of users' trust in AR apps on usage intention toward AR apps and online/offline store patronage intention.

Originality/value

First, the study elaborates on the impacts of the underlying aspects of an EVJ model of uses and gratifications regarding AR apps on trust in AR apps and EVJ model's influence on usage intention toward AR apps and online/offline store patronage intention. Second, the results of the study suggest useful strategies involved in the development of consumer-driven AR apps that satisfy users' needs and desires.

Citation

Kang, J.-Y.M., Kim, J.-E., Lee, J.Y. and Lin, S.H. (2023), "How mobile augmented reality digitally transforms the retail sector: examining trust in augmented reality apps and online/offline store patronage intention", Journal of Fashion Marketing and Management, Vol. 27 No. 1, pp. 161-181. https://doi.org/10.1108/JFMM-12-2020-0273