Augmented reality and motion capture apparel e-shopping values and usage intention
International Journal of Clothing Science and Technology
ISSN: 0955-6222
Article publication date: 28 October 2014
Abstract
Purpose
The purpose of this paper is to examine: whether monetary, convenience, emotional, and social values were related to utilitarian and hedonic performance expectancies, which were then related to usage intention of augmented reality and motion capture (ARMC) e-shopping via a webcam and whether ego involvement and cognitive effort moderated the links between performance expectancies and usage intention.
Design/methodology/approach
The proposed model was based on Prospect Theory and the Value-Attitude-Behavior hierarchy consumer decision model. The participants were US online apparel shoppers (n=806) and were drawn from an online consumer panel. Structural equation modeling was employed to test the proposed model and research hypotheses.
Findings
This study identified that utilitarian performance expectancy was positively related to usage intention. However, hedonic performance expectancy was not positively related to usage intention. Monetary, convenience, emotional, and social values had an indirect influence on usage intention, mediated by utilitarian performance expectancy. Ego involvement and cognitive effort moderated the link between utilitarian performance expectancy and usage intention. Managerial implications were discussed.
Originality/value
The results not only verify theoretical conceptions regarding usage intention of ARMC e-shopping but also provide beneficial insights into the implementation and development of ARMC e-shopping applications that use webcams and motion capture technology.
Keywords
Citation
M. Kang, J.-Y. (2014), "Augmented reality and motion capture apparel e-shopping values and usage intention", International Journal of Clothing Science and Technology, Vol. 26 No. 6, pp. 486-499. https://doi.org/10.1108/IJCST-05-2013-0055
Publisher
:Emerald Group Publishing Limited
Copyright © 2014, Emerald Group Publishing Limited