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Augmented reality (AR) app use in the beauty product industry and consumer purchase intention
Abstract
Purpose
Due to the lack of relevant literatures on the application of mobile augmented reality (AR) service in beauty industry, the purpose of this study is to explore the impact of the mobile AR service on consumers' purchase behavior and brand awareness in beauty industry. And this study also wants to identify the different effects of the relationship among flow experience (concentration, playfulness and exploratory behavior), decision comfort and purchase intention moderated by different levels of consumer characteristics (individualism and fashion innovativeness).
Design/methodology/approach
This study set up a research model based on SOR model. The study used AR mobile app named “Youcam Makeup” as stimulus to do the questionnaire survey. First, the authors describe the way to use this AR mobile app and make sure each participant experience this app for about 5 min to understand AR well and finally, finished the questionnaire. SPSS and AMOS were used to do data analysis.
Findings
The results of this study showed that first, in the field of fashion and beauty makeup, compared with the ability to control or modify virtual contents – the perception of vividness, reality and aesthetics – are more relevant to consumers. Second, besides the playfulness that AR provides, AR technology can also encourage exploratory behavior in consumers, which will directly affect their intention to purchase. Finally, when using mobile AR technology, consumers with different levels of individualism or fashion innovativeness will gain different perceptions of their purchase intention.
Research limitations/implications
First, the study targets millennial female consumers. The future studies can be conducted on consumers of different age groups. Second, the sampling of this study is insufficient; if it had more samples, the results would be more accurate. Finally, AR is integrated into people's lives; therefore, to not be limited to millennial consumers, demographic characteristics need to be applied to future research.
Practical implications
This study provides a theoretical basis for marketers to formulate marketing strategies. First of all, marketers can use this technology to provide consumers with a more vivid and specific online shopping experience. Second, technical developers can focus on developing the features of AR with the strongest consumer perception based on the results of this study. Finally, this study researched consumer traits that can deepen understanding of both emerging technologies and consumer behavior as compared to research only on mobile AR services. Marketers need to understand the characteristics of consumers when making marketing plans and expand the characteristics of AR technology corresponding to the characteristics of consumers to attract consumers with different attributes.
Social implications
By using interactive technology, the brand can be closer to consumers and provide help and fun for consumers when they consume online. AR can also lead to future tool reuse behavior, thus establishing long-term relationships with consumers. More than that, AR can be used with the mobile phone, which can be used anytime and anywhere, eliminating space and time constraints. Therefore, the brand can establish cheap and extensive technology as a marketing strategy. Also, it can become one of the most common marketing tools.
Originality/value
This research fills the gap in the literature on mobile AR technology in the beauty industry. Such knowledge will not only facilitate the online development of brands but also help support retailers' development in the beauty industry, providing necessary capabilities for the expansion and application of this new technology. With regard to marketing strategies, the study on consumer characteristic provides the knowledge foundation for marketers to create marketing strategies, which is easier for them to formulate marketing schemes favorable to the brand for varying consumers.
... Entertainment performance meets the immediate needs of users and provides real-time fun. In AR mobile services, the overall design of the shopping environment creates an atmosphere that contributes to how consumers feel when they are immersed (Wang et al., 2021). Chiang et al. (2022) the graphics style refers to how attractive the presentation of the online environment or experience is in the consumers' perception; arguably, it's the same terminology as aesthetics. ...
... Vividness is the capability of technology to create a sensory-rich mediated environment (Yim et al., 2017;Nikhashemi et al., 2021;Whang et al., 2021;Sengupta & Cao, 2022;Kim et al., 2023) that allows users to have a realistic sensory experience with digital objects (Wang et al., 2021). The MAR shopping apps benefit greatly from their ability to create highly immersive environments. ...
... In the retail industry, AR on mobile phones is preferred over desktop PCs because their maneuverability unlocks the greater potential of AR technology (Riar et al., 2022). It allows consumers to access the experience without any space or time limitations (Wang et al., 2021;Riar et al., 2022). AR enhances users' understanding of products and helps predict their performance (Fan et al., 2020). ...
... As a result, this visualization function reduces uncertainty, increases user engagement, and enhances the overall shopping experience. Studies have shown that the immersive experience of AR significantly increases user satisfaction and boosts confidence in their purchasing decisions [14], [36], [37]. Thus, AR is not just a tool for helping users select products, but also a medium for strengthening emotional connections between users and brands. ...
... Reference [13] suggested that service providers should focus on personalized communication with customers and offer enjoyable experiences to increase user retention. Furthermore, reference [36] applied flow theory and confirmed that augmented reality (AR) can enhance consumers' purchase intentions by inducing a sense of immersion and flow experience. The results showed that enjoyment and exploratory behavior, both elements of flow experience, significantly positively impact purchase intention. ...
... Reference [28] corroborated this finding, explaining that AR functions in shopping experiences provide unique or personalized content services, enabling users to experience a flow state and higher satisfaction. Reference [36] further elaborated on how AR features influence decision-making comfort and purchase intentions through a sense of spatial presence. ...
The application of Augmented Reality (AR) technology in online shopping is becoming increasingly widespread, drawing significant attention from the academic community. This study aims to systematically review the literature on AR in online shopping based on the PRISMA framework, with a total of 83 articles included in the review process. The study confirms that AR technology primarily enhances the user experience by improving product visualization, hedonic value, and decision confidence. The research also found that AR characteristics, functional factors, and hedonic factors are the main driving forces, while purchase intention and continuance usage intention are identified as key behavioral outcomes. The Technology Acceptance Model (TAM), Stimulus-Organism-Response (S-OR) theory, and Flow theory were identified as the most commonly used theoretical frameworks. In conclusion, AR technology not only creates a pleasurable shopping experience for consumers but also brings unique business value to retailers. Therefore, future research is recommended to focus more on the long-term effects of AR usage, cross-cultural differences, and a more comprehensive explanation of AR consumer behavior by integrating multiple theoretical perspectives.
... ean & Wilson, 2019, and switching behavior (Chen et al., 2021;Nugroho & Wang, 2023;Rauschnabel et al., 2017;Zanger et al., 2022). Thus, AR can be used as a strategic tool to increase sales. In addition, AR positively affects consumers' psychological states such as motivation (Di Serio et al., 2013;Khan et al., 2019), experience (Huang et al., 2019;Y. Wang et al., 2019), attitude (Alimamy & Al-Imamy, 2022;Moriuchi et al., 2021;Papakostas et al., 2023;Rauschnabel et al., 2019), satisfaction (Jessen et al., 2020;Poushneh & Vazquez-Parraga, 2017), usefulness (A. Cheng et al., 2024;Chiu et al., 2021;Christ-Brendemühl & Schaarschmidt, 2021;David et al., 2021;Y. Wang et al., 2019), and value perception (Cran ...
... 2019), experience (Huang et al., 2019;Y. Wang et al., 2019), attitude (Alimamy & Al-Imamy, 2022;Moriuchi et al., 2021;Papakostas et al., 2023;Rauschnabel et al., 2019), satisfaction (Jessen et al., 2020;Poushneh & Vazquez-Parraga, 2017), usefulness (A. Cheng et al., 2024;Chiu et al., 2021;Christ-Brendemühl & Schaarschmidt, 2021;David et al., 2021;Y. Wang et al., 2019), and value perception (Cranmer et al., 2020;Erdmann et al., 2021;Plotkina et al., 2022;Rumokoy & Frank, 2025;Saleem et al., 2021). Thus, AR can be used to shape consumers' thinking about the brand and its products, with potential benefits in long-term behavior. Furthermore, AR affects customer relationships (K. Y. Wang et al., 2023), al ...
... In addition to these main effects, the literature has identified various mediators of these effects, such as experience quality (Alimamy & Al-Imamy, 2022;A. Cheng et al., 2024;David et al., 2021;Poushneh & Vazquez-Parraga, 2017), technology performance (H. C. Kim & Hyun, 2016;McLean & Wilson, 2019;Y. Wang et al., 2019), positive consumer affection (Anand et al., 2023;Chiu et al., 2021;Haile & Kang, 2020;Watson et al., 2018;Zanger et al., 2022), perceived benefits (Ahmad et al., 2023;Barta et al., 2023;Chen et al., 2021;Erdmann et al., 2021;Gatter et al., 2021;H. C. Kim & Hyun, 2016;Papakostas et al., 2023;Rauschnabel et al., 2019;Rumokoy & Frank, 2025 ...
Since limited trust is a major barrier to consumer adoption of products and services, this research examines how augmented reality (AR) apps can be designed for different market segments to effectively increase consumer trust and thereby loyalty. Its originality lies in examining the behavioral impact of a previously unexplored set of AR app quality attributes, and in comparing this impact across previously unexplored dimensions of consumer markets. Using the statistical software packages SPSS and AMOS, this research analyzes data collected from 1661 consumers in China and Japan using random sampling. The results suggest that the AR app quality dimensions of interactivity, system quality, product informativeness, and reality congruence positively influence consumer trust in a firm's digital marketing content, which in turn drives consumer loyalty. The effect of product informativeness is stronger for consumers with more e-commerce experience. A comparison of consumer markets with higher (China) and lower (Japan) digital competitiveness suggests that market digital competitiveness amplifies the effect of system quality and attenuates the effect of reality congruence. These findings guide practitioners in the design of trust-building AR apps and expand marketing scholars' understanding of trust formation.
... This cultural aspect can significantly influence the intention to purchase VR hardware. In individualistic cultures, consumers are more likely to be attracted to VR technology that provides personalized and immersive experiences, emphasizing self-expression and offering something unique compared to existing options (Wang et al., 2022). For VR hardware companies, highlighting features that align with these individualistic values, such as customization and exclusive content, could boost consumer appeal. ...
... In the context of VR, emphasizing how the hardware can enhance one's personal experiences or serve as a status symbol could appeal to these consumers. Wang et al. (2022) further highlighted that higher levels of INDV positively influence the intention to purchase new technologies, underscoring INDV as a crucial moderating factor. This means that marketing strategies for VR hardware should emphasize benefits that resonate with individualistic values, such as personal enjoyment, autonomy in usage, and opportunities for social differentiation. ...
... In individualistic cultures, which prioritize autonomy, personal choice, and self-expression, there is often a stronger correlation between ATT, SAT, and PITN. Consumers from these backgrounds are likely to focus on personal preferences and unique experiences when making purchasing decisions (Wang et al., 2022). This indicates that VR hardware marketed to individualistic consumers should highlight customizable features and personal benefits, tapping into their desire for independence and the ability to tailor their experiences. ...
Purpose
This study aims to model the purchase intention of virtual reality hardware using the cognition-affect-conation (CAC) model, which integrates psychology and consumer behavior research to explain how individuals' thoughts, emotions and intentions influence their behaviors.
Design/methodology/approach
Data were collected from individuals aged 18 and above who had no prior experience with virtual reality hardware. A total of 330 valid responses were obtained from individuals residing in Malaysia and analyzed using the partial least squares (PLS) approach.
Findings
The study validates that vividness, perceived ease of use, perceived usefulness, perceived enjoyment and utilitarian value have a positive impact on attitude. Vividness, perceived ease of use, perceived enjoyment and perceived value have a significant relationship with satisfaction, while perceived usefulness and utilitarian values have a negative impact on satisfaction. Furthermore, the study underscores the positive correlation between attitude and satisfaction. The relationship between satisfaction, attitude and purchase intention is confirmed. Lastly, the moderating effect of individualism on the relationship between satisfaction and attitude towards purchase intention is confirmed.
Practical implications
The findings provide valuable guidance for virtual reality designers and marketers, offering effective strategies to enhance brand promotion, user retention and sales through the skillful integration of virtual reality hardware.
Originality/value
The study enhances the understanding of consumer acceptance behavior regarding virtual reality hardware by incorporating affective aspects into cognitive factors and including individualism as a moderating factor. It addresses an important gap in the research landscape of the immersive industry, particularly concerning virtual reality hardware within the Malaysian context.
... Twenty-two studies investigated emotional values and related concepts, summarized in the framework shown in Figure 6. Several variables were identified as having a direct positive effect on purchase intention, including decision comfort, playfulness, exploratory behavior, time distortion, satisfaction, and immersive experience [12,60,69,81,88]. Conversely, concentration and perceived fantasy did not significantly affect purchase intention [67,88]. ...
... Several variables were identified as having a direct positive effect on purchase intention, including decision comfort, playfulness, exploratory behavior, time distortion, satisfaction, and immersive experience [12,60,69,81,88]. Conversely, concentration and perceived fantasy did not significantly affect purchase intention [67,88]. The impact of perceived enjoyment on purchase intention was debated; some studies found a positive effect [27,89], while others indicated its impact varied by product types, being beneficial for NFTs-virtual clothes [67] but not for real clothing products online [44]. ...
... Various factors positively affected satisfaction, including concentration, playfulness, exploratory behavior, time distortion, utilitarian value, hedonic value, product involvement, interactivity, perceived ease of use, realism, avatar identification, user experience, and personalization [12,14,46,52,60,63,64,81]. Factors that significantly impacted perceived enjoyment included telepresence, self-imagery, spatiality, innovativeness, user experience, medium types, hedonic shopping orientation, self-congruity, perceived control, Several variables were identified as having a direct positive effect on purchase intention, including decision comfort, playfulness, exploratory behavior, time distortion, satisfaction, and immersive experience [12,60,69,81,88]. Conversely, concentration and perceived fantasy did not significantly affect purchase intention [67,88]. ...
The application of virtual try-on (VTO) technologies in the fashion industry is garnering increasing attention and is regarded as a significant innovation in enhancing the consumer experience for fashion shoppers. This study conducts a systematic review to evaluate the impact of VTO systems on consumer behavior and experiences within the fashion industry. By analyzing 69 research articles, we identified key factors influencing consumers’ purchasing decisions and VTO adoption intentions. These factors include attitudes, media, symbolic gratification, technological gratification, emotional values, utilitarian values, and user attributes. Based on these findings, we construct conceptual frameworks that clearly delineate how direct factors and their influencing elements impact consumers’ purchase and technology adoption behaviors. This review synthesizes the psychological and technological dimensions shaping consumer behavior, addressing critical gaps in the literature specific to fashion consumption. Moreover, future research directions were discussed. By addressing key challenges such as boundary factors, user segmentation, and technological advancements, this study offers actionable insights to guide researchers and practitioners in creating more personalized, immersive, and effective VTO systems in the fashion industry.
... According to Wang et al. (2022), in the fashion and beauty makeup industry, consumers greatly value the perception of interactivity, vividness, reality, and aesthetics over the ability to control or modify virtual content. If the interface design fails to meet consumer requirements, additional shopping motivations can be hindered. ...
... For example, the texture and shade of a cosmetic product cannot always be vividly depicted. Therefore, customers will use the tool for shopping in the future only if they believe it is useful, which may directly impact their continued usage intentions (Arghashi & Yuksel 2022;Barta et al. 2023;Wang et al. 2022). Hence, we propose the following set of hypotheses: ...
... However, trust and commitment, rather than overall satisfaction, dictate consumers' future intentions (Garbarino & Johnson 1999). In the context of cosmetic makeup, consumers value the perceptions of interactivity, vividness, realism, and aesthetics over their ability to alter or modify virtual content (Wang et al. 2022). Additionally, through viral marketing, immersive experiences can boost buying intentions and shared social experiences, ultimately leading to satisfaction with AR technology (Sung 2021). ...
This study examined factors influencing customer satisfaction with a Korean augmented reality (AR) beauty app named Amore Mall, and their links to purchase intent of beauty products. Guided by the technology acceptance model and experience economy theory, we conducted an online survey with 200 Korean consumers. Hierarchical regressions predicted customer satisfaction and purchase intention while considering the relationship between perceived usefulness (PU) and perceived ease of use (PEU) of the AR beauty app. Mediation analysis assessed the role of customer satisfaction regarding PU, escapism, and purchase intention. The analysis found significant associations between age and satisfaction, with esthetics and escapism influencing satisfaction. Escapism, education, and PU were related to purchase intention. Satisfaction mediated the relationships among PU, escapism, and purchase intention. These findings emphasized the need to consider PU and escapism when evaluating satisfaction with AR cosmetic apps and underscored the significance of PU and escapism in enhancing user enjoyment and purchase intention. To maximize AR’s potential in the cosmetics industry, companies should create immersive, entertaining, and educational AR experiences while recognizing the mediating role of customer satisfaction in shaping successful AR marketing strategies.
... The beauty industry is leveraging AR/VR technologies, such as Burberry Beauty's facial tracking technology, to create more lifelike virtual try-on experiences, stimulating customer curiosity and enhancing enjoyment, which in turn boosts purchase intentions (Holition, 2020). The impression of realism, vividness, and beauty in augmented reality (AR) experiences promotes exploration and has a direct impact on purchasing decisions (Wang, Ko, & Wang, 2021). ...
... Studies by Alamäki et al. (2023) and Wang et al. (2021) show that consumers are more likely to share AR content on social media and are influenced by positive emotional experiences. In regard to studies conducted by Yuan & Lou (2020), influencers and social media can alter consumers' opinions about emerging technologies like AR and VR, which will increase their adoption across a range of industries, including the beauty industry. ...
This research aims to address the challenges associated with the application of augmented reality (AR) and virtual reality (VR) in live commerce for cosmetic products, focusing on the perception of consumers in Indonesia who are still very early or still in the awareness stage of the acceptance and/or application of AR/VR technology in online shopping. The study employs a positivist scientific method to systematically investigate the external variables influencing the adoption of AR and VR technologies in the live commerce beauty industry, identifying five significant determinants: Content Relevance, Performance Expectancy, Hedonic Motivation, Personal Innovativeness, Social Media Influence, and Trust. Effort Expectancy and Trust did not significantly affect Behavioral Intention, while Consumer Readiness (CR) positively affected Behavior Intention (BI), indicating that informed consumers are more likely to adopt AR/ VR technologies when exposed to social media influence. The findings suggest several strategies for businesses to enhance consumer adoption, with the goal of converting viewers into buyers. Additionally, developing frameworks to measure the return on investment (ROI) of AR integration in e-commerce could provide valuable insights for businesses, justifying investments and refining strategies for sustainable profitability.
... Pragati Singh pragati@nsut.ac.in 1 Netaji Subhas University of Technology, Delhi, India (AR), and Virtual Reality (VR) to create immersive experiences [4]. This exploration has led to the rise of the metaverse in marketing [5]. The metaverse represents a new phase in internet development, offering exciting opportunities for marketers in the constantly evolving environment [6]. ...
Metaverse is emerging as a transformative digital space. Its increasing significance in reshaping digital experiences highlights its potential to revolutionize marketing and consumer behavior. This shift highlights the need for synthesizing the literature to summarize recent advancements, prevailing challenges, and potential future developments. This study employs a bibliometric analysis of 404 studies published between 1995 and 2024, revealing significant contributions from the United States, China, and India. The research identifies eight distinct clusters within the field’s intellectual structure. These clusters identified themes such as augmented and virtual reality applications, consumer behavior in virtual commerce, immersive customer experiences, and Artificial Intelligence, reflecting the diverse dimensions of metaverse research. The study identifies five primary research areas: the applications and effects of augmented and virtual reality, travel experiences and destination marketing, augmented and virtual reality in retail, consumer engagement within the metaverse, and the integration of AI into the metaverse. AI has emerged as one of the eight research clusters in the field's intellectual structure and is highlighted as one of the five research fronts shaping metaverse research in marketing. By mapping the intellectual structure and identifying emerging trends, this paper highlights the need for adopting trustworthy AI to enhance user experiences, safeguard privacy, and promote responsible technology use. Serving as a roadmap for future research, the study provides indispensable insights into the metaverse's implications for marketing strategies and its broader integration with AI.
... Informativeness positively impacts hedonic value, consistent with reference [10]. This suggests that when product information is presented in an engaging manner, it enhances users' perceived enjoyment [54]. Although informativeness also positively impacts utilitarian value, this finding is inconsistent with reference [21]. ...
This study investigates the impact of augmented reality (AR) characteristics on purchase intention in the context of furniture e-commerce, employing the stimulus-organism-response (S-O-R) framework. Using a convenience sampling method, data were gathered from 202 respondents in Hong Kong. A quantitative approach utilizing partial least square-structural equation modeling (PLS-SEM) was applied to analyze the relationships among the constructs. The findings reveal that all AR characteristics—interactivity, informativeness, novelty, and aesthetics—significantly enhance hedonic value, while only interactivity and informativeness influence utilitarian value. Interestingly, novelty and aesthetics showed no significant effect on utilitarian value. Both hedonic and utilitarian values were found to have a positive impact on satisfaction and attitude, which, in turn, strongly influenced purchase intention. This study provides valuable theoretical and practical implications. For practitioners, the results underline the importance of leveraging AR features to enhance customer experience by focusing on interactivity and informativeness to drive both emotional engagement and functional utility. Additionally, recommendations are offered for furniture e-commerce businesses aiming to integrate AR into their platforms to improve customer satisfaction, foster positive attitudes, and ultimately boost purchase intention.
... Interactive tools that demonstrate real-world environmental impact, peer validation through social proof, and clear calls to action can help turn behavioral intention into concrete purchasing behavior. Tools such as augmented reality product trials, AI-driven sustainability calculators, and interactive dashboards showing personalized eco-impact have been found to increase consumer agency and motivation [130,131]. Moreover, integrating user-generated content and community-driven storytelling can enhance perceived authenticity, reinforcing the alignment between the brand's purpose and the consumer's identity. ...
Generation Z is emerging as a powerful force in shaping global consumer behavior, particularly in the market of digital and technological products. This study examines how specific branding dimensions, such as online brand experience, engagement, image, trust, loyalty, awareness, behavioral intention, and brand knowledge, influence Gen Z’s purchase intention, emphasizing sustainable consumption. Sustainable consumption, in this context, refers to the preference for tech products that minimize the environmental impact through eco-friendly design, energy efficiency, and responsible sourcing. Using a quantitative approach, this cross-sectional research explores the effects of online brand experience, engagement, image, trust, loyalty, awareness, behavioral intention, and knowledge on purchasing newly launched technological products that align with sustainability. Data were collected from a Gen Z sample using a combination of convenience and systematic sampling, and multiple regression analysis identified the most significant predictors of purchase intention. The results indicate that online brand experience, brand image, brand trust, and brand loyalty play the most crucial roles, having a greater effects on Gen Z’s purchase intention, while brand awareness and knowledge also contribute. However, brand engagement and behavioral intention have weaker effects. These findings suggest that brands targeting Gen Z should prioritize building a strong, trustworthy, and engaging online presence while highlighting their sustainability efforts, and when Gen Z consumers have favorable digital interactions with a brand, perceive its image positively, trust it, and feel loyal to it, they are more likely to consider purchasing its sustainable offerings. This study enhances the understanding of Gen Z’s consumer behavior and offers insights for businesses seeking to foster sustainable consumption by highlighting the importance of developing marketing strategies that strengthen online brand experience, cultivate trust and loyalty, and clearly communicate sustainability values, such as through engaging digital content, transparent messaging, and eco-conscious branding, to effectively foster sustainable consumption among this environmentally conscious and digitally driven generation.
... In addition, ahead of Harbolnas, Brand Ambassadors often live stream on Shopee Live and national television, thus strengthening the appeal of the promotion. These various programs aim to attract consumer attention and encourage purchasing decisions through offering products such as beauty, electronics, and daily necessities at more affordable prices (Burke, 2002;Wang et al., 2022;Satterthwaite, 2001). The various forms of advertisements and offers made by Shopee are none other than to attract consumer interest to be able to make purchasing decisions. ...
The development of digital technology is currently triggering an online shopping model characterized by the development of marketplaces and online marketing strategies to attract consumer interest. This study aims to determine whether there is an influence between the marketing strategy of the Shopee discount flash sale marketplace on online impulsive buying. This research is a quantitative study where the sample determination uses Non-Probability Sampling with Purposive Sampling technique to Mercubaktijaya University Padang students. Data was obtained through a questionnaire distributed with a sample size of 100 respondents. The analysis technique uses multiple linear regression and hypothesis testing using the F test and t test. The data was processed using SPSS (Statistical Package for the Social Sciences) software version 26. The results showed that the correlation between the discount flash sale variable and online impulsive buying showed a positive correlation relationship with a value of 0.546 with a correlation strength level of moderate. There is an influence between the discount flash sale variable on online impulsive buying. This can be seen in the value of t count) (2.128) > t table (1.98422), and the significance value (0.036) <0.05. When viewed from the coefficient beta value, the discount flash sale variable has a contribution in online impulsive buying of 0.270 which shows a unidirectional relationship between the discount flash sale variable and online impulsive buying, which means that if the activity of the discount flash sale increases, it will make impulsive buying activity on Shopee increase as well.
... The cultural dimensions theory explains the impact of culture on values and, subsequently, how these values relate to behavior (Duczkowski et al. 2024). These stimuli create an organism (psychological reactions; EV), which ultimately produces the response (behavioral intention) (Nikhashemi et al. 2021;Wang, Ko et al. 2022). Hence, we propose the conceptual model in Figure 1. ...
Brick‐and‐mortar stores in the e‐commerce era with declining revenues emphasize augmented reality (AR) to foster brand loyalty. This study examines how AR technological and cultural factors impact experiential values (EV) (playfulness and aesthetics), which subsequently influence brand loyalty in the UK and UAE, mediated by satisfaction. Whereas AR psychological engagement moderates the satisfaction‐brand‐loyalty link. Using the Stimulus–Organism–Response (SOR) theory, data were collected via questionnaires from 500 women, with an 84% response rate. Analysis reveals AR technological and cultural factors significantly impact EVs. Meanwhile, satisfaction mediates the relationship between EV and brand loyalty. However, the magnitude of these effects differs between the UK and UAE. AR's psychological engagement as a moderator is insignificant. The study offers unique insights by framing cultural factors as contextual stimuli within the SOR framework, enriching AR research by shaping EV. The study contributes novelty by examining the impact of EV on brand loyalty via satisfaction in the beauty industry with innovative technology AR magic mirror in the UK. Additionally, pioneering AR research in the underrepresented UAE beauty industry. The study offers substantive insights for researchers and practitioners alike, recommending culturally adaptive AR solutions, personalized and playful features, and sleek interfaces for the UK and UAE markets, respectively.
... Secondly, a profound contribution to the literature of this study is the use of the SOR model on AR in the beauty industry; past research by Wang, Ko, and Wang (2022) has discussed AR in the beauty industry, this study stands out as of its investigation of the external stimuli, AR attributes (perceived usefulness, innovativeness, optimism, and interactivity), through the users' organism which is developed through the user's AR service use through their experiential value (playfulness and aesthetics) and satisfaction with the AR app, and users response in terms of brand loyalty. Utilizing the SOR model in this unique setting enhances the study's theoretical foundation. ...
With the growing integration of digital innovations in retail, a critical challenge persists: how can augmented reality (AR) applications be utilized to entice the intended target markets to engage and remain loyal? To this end, this study aims to bridge this gap by analyzing the effects of AR-based apps on consumers' brand loyalty in the beauty goods sector with specific reference to the UK and the UAE. Using the S-O-R framework as the theoretical framework of the research, the study examines the influence of experiential values such as playfulness and aesthetics in brand loyalty mediated by customer satisfaction. The results from a questionnaire completed by 550 female AR Mobile App users were examined by testing nine hypotheses. Emphasizing the research findings, it can be further determined that while evaluating the experiential value, there appears to be a significant emphasis on brand loyalty. However, aesthetic value has had minimal influence on consumers within the UAE. Also, AR psychological engagement could have been higher and interacted with satisfaction and brand loyalty in the two regions. Thus, this research extends the understanding of AR research by examining the implications for consumer behavior in the region and providing practical recommendations for managers who want to use AR apps to improve brand loyalty.
... This technology not only assists consumers throughout the entire purchasing process, but it also provides "entertaining and experiential value" (Bonetti et al., 2018). It has the ability to offer a temporary escape from reality created a fun atmosphere during the online shopping, thereby improving the elaboration and quality of mental imagery and generating positive attitudes (Wang et al., 2022). ...
Purpose
The purpose of this study is to investigate the role of using augmented reality (AR) in the form of virtual try-on technology in consumers' purchase decision-making process.
Design/methodology/approach
The study, executed in a beauty industry context, uses the value-based adoption model (VAM). Data were collected by means of a survey carried out on 238 Tunisian women. Subjects performed an experimental task using the virtual try-on (VTO) application in the L’Oréal website. Web-administered questionnaires were used to collect the data, which was processed using an exploratory factor analysis and partial least squares structural equation modeling.
Findings
The findings shows that perceived value is positively related to purchase intentions and it was affected by both perceived benefits and perceived costs. In particular, perceived benefit (perceived usefulness) was found to have a strong positive effect on perceived value. Moreover, it turns out that perceived enjoyment does not have a significant effect on the perceived value. In terms of perceived costs, perceived intrusiveness was found to limit perceived value. The results also show a significant relationship between AR characteristics and perceived benefits. For personal traits, personal innovativeness is found positively influencing perceived usefulness, but it shows no significant effect on perceived enjoyment.
Practical implications
Companies should highlight the benefits for consumers (interactivity, informativeness and usefulness) and attempt to reduce the costs (intrusiveness) related to the use of VTO AR technology, which can play a substantial role in determining the perceived value and purchase intentions.
Originality/value
The existent literature, which examines the AR in e-tailing, shows weak acknowledgment of theories related to consumer barriers to AR adoption in e-tailing, they overlook the role of consumer psychology and individual differences in AR acceptance. Thus, this study contributes to the literature by enhancing the understanding of the roles that AR based VTO technology plays in determining consumers’ online purchase intentions by extending the application of perceived value theory and taking into account its characteristics and personal traits that play a role in weakening or strengthening the customer's benefits and cost perceptions.
... Accordingly, Watson et al. [9] studied how AR stimuli affects consumers' affective states and purchase intention which were the response variables. Moreover, Wang et al. [33] studied AR app use in beauty product industry integrating SOR model. Consumers' perception of mobile AR services was incorporated as stimulus, which shapes the organism in terms of spatial presence, flow experience and decision comfort leading to behavioral response of purchase intention. ...
Augmented reality, with its unmatched capability to overlay virtual details onto the real world, has become a leading interactive technology. Its swift advancement has revolutionized the shopping experience for consumers, with numerous brands effectively incorporating augmented reality into e-commerce across various industries. Fashion retail is no exception, as augmented reality technology allows for virtual try-ons, providing customers with a distinctive and innovative experience. Despite the technology's potential, limited studies focus on why people use augmented reality applications and how it would lead to brand related electronic word of mouth on social media platforms. This paper aims to bridge the gap in the literature by proposing a conceptual model to explore the uses and gratifications of augmented reality applications and their effect on brand-related electronic word of mouth. Stimulus-Organism-Response model is employed as the broader theoretical framework. Additionally, the model includes technology readiness as a moderator to understand consumer perceptions of adopting augmented reality. The paper also discusses the managerial implications of empirically testing the proposed model in the online fashion retail context. Finally, it outlines a research agenda for further investigation into the impact of augmented reality applications on consumer behavior in online fashion retail.
... AR technology shows exploratory behaviour in consumers, which influences their intention to purchase, Wang, Y., Ko, E. and Wang, H. (2022). Finding a similar result, Atasoy, Tosik-Gün, and Kocaman-Karoğlu (2018) indicated that the frequent use of internet had no significant effect on attitudes towards AR; people who frequently use online resources had lesser attitude scores. ...
The use of emerging technologies in the expanding e-commerce environment is changing the relationship between customers and purchasing behavior. Among these key technologies, Augmented Realities (AR) have become an evolutionary change in connecting the digital and physical worlds. This study aims to examine the influence of augmented reality on purchase intentions of Generation 'Z' consumers. Young people between the ages of 11 and 26 frequently use AR to purchase clothes and accessories, and stores can often be accessed locally via smartphone apps. The previous researches show that novelty has a significant impact on purchasing decision making and can be used in marketing communications. According to the results, it can be said that gender and age have an impact on the personal response to AR. Researches show that clothing and accessories are the most purchased products through AR. In most of the researches, it is found that there are no significant differences according to age and family members. Respondents said their AR experience was good and that the desire to seek novelty had a more significant impact on purchasing decisions than perceived ease of uses, and that they found it helpful. Generation Z customers have a strong relationship with digital experiences, so they will be key decision-makers for the future of online business. As this tech-savvy generation becomes a dominant force in the consumer market, recognizing the impact of augmented reality (AR) on online shopping behaviour is inevitable but essential for businesses looking to survive in the digital economy. Frontiers in Health Informatics
... AR apps affect purchase decisions (e.g., visit intention, reuse intention, purchase intention, and switching behavior: Ahmad et al., 2023;Anand et al., 2023;Barta et al., 2023;Chen et al., 2022;Cheng et al., 2023;Chung et al., 2015;David et al., 2021;Gatter et al., 2021;Haile and Kang, 2020;Kim and Hyun, 2016;Nugroho and Wang, 2023;Poushneh and Vazquez-Parraga, 2017;Pozharliev et al., 2022;Rauschnabel et al., 2017;Saleem et al., 2021;Trivedi et al., 2022;Watson et al., 2020;Zanger et al., 2022). They also affect psychological states (e.g., motivation, experience, satisfaction, usefulness: Alimamy and Al-Imamy, 2022;Chiu et al., 2021;Di Serio et al., 2013;Huang et al., 2019;Jessen et al., 2020;Khan et al., 2019;Moriuchi et al., 2021;Papakostas et al., 2023;Rauschnabel et al., 2019;Wang et al., 2022), personal relationships , and attitudes toward products and brands (e.g., brand engagement/personality: Cranmer et al., 2020;Erdmann et al., 2021;McLean and Wilson, 2019;Plotkina et al., 2022). ...
As a consumer service that complements their retail strategy, many retailers use augmented reality (AR) apps to allow consumers to evaluate their products and virtually place them in their surroundings (e.g., home). While previous research highlights the effects of AR apps on various consumer perceptions and behaviors, this research is original in examining the effect of AR app design on consumer perceptions of product value as a novel outcome, the underlying mediation mechanism, and the variation of this mechanism by consumer characteristics. Hypotheses are developed based on task-technology fit theory and tested using regression on AR app user data from Indonesia. The results show that AR app performance (i.e., technology performance) has a positive effect on perceived product value (i.e., consumer performance in the product evaluation task of identifying its value). This effect is mediated by the perceived fit between the AR app and the product evaluation task (i.e., task-technology fit). It is weaker for consumers with more knowledge about AR apps (i.e., technology knowledge) and a conscientious personality, and stronger for consumers with more e-commerce knowledge (i.e., task knowledge) and an open personality. Other personality dimensions have no moderating effects. This research extends task-technology fit theory by demonstrating its applicability to the novel context of AR apps and identifying new boundary conditions. It informs marketing practitioners on how to increase the perceived value of their products across different consumer segments.
... In an AR setting, this reflects AR's technological ability to create a sensorially rich environment (Barhorst et al., 2021). High levels of vividness can lead to visual embedding, which makes virtual objects feel integrated into the physical world (Wang et al., 2021;Hilken et al., 2018), thus enhancing consumers' imagination and involvement (Grewal et al., 2020). Moreover, prior AR studies have shown that vividness positively impacts brand outcomes such as attitude (Smink et al., 2020) and awareness (Javornik et al., 2021). ...
Purpose
Advancements in augmented reality (AR) technology have increased the interest in improving brand equity by creating AR-enhanced branding experiences. However, despite the potential of AR branding, knowledge regarding the underlying mechanisms required for AR features to build brand equity remains limited. Thus, we considered embodied cognition theory to investigate how designing AR features enhances brand equity, particularly through the vivid experience of AR-enhanced body–environment interaction. Specifically, this study focused on both environmental and physical AR features: environmental embedding (EE) and simulated physical control (SPC).
Design/methodology/approach
The results of an online experiment with 297 participants in a 2 (high/low EE) × 2 (high/low SPC) between-subjects design underwent analysis of covariance and structural equation modeling to examine the relationship between AR features, vividness and brand equity. We also examined the moderating effects of prior AR experiences.
Findings
The results support most hypotheses that the experience of vividness is a crucial mediator linking AR features (EE and SPC) and consumer-based brand equity. The findings confirm the influential role of prior AR experience in the moderated mediation model, implying that AR-enhanced brand equity occurs primarily among technically adept AR consumers.
Originality/value
This study contributes to the literature by identifying AR-enhanced body–environment interactions as a novel approach for enhancing brand equity. We also revealed the antecedents of vividness in the context of AR-enhanced branding. Moreover, the findings reveal that AR effects are contingent on consumers’ prior AR experience.
... In a study of live broadcast cases in China, interactivity has been proven to have a significant positive effect on viewers' behavioural intentions [72]. Augmented reality technology encourages consumers' exploratory behaviour by enhancing interactivity and directly influencing their purchase intentions [73]. Furthermore, the interactivity of social media communities for brand marketing has a positive effect on consumers' brand attitudes, brand loyalty, and purchase intentions [74]. ...
As the public pursues sustainable consumption patterns, pro-environmental mobile applications are being developed to promote green lifestyles. Ant Forest has attracted a large number of users to participate due to its gamified interactive design. The objectives of this study are to understand the process by which visual appeal and user interactivity in pro-environmental mobile applications influence the user's sustainable consumption intention and to analyse the moderating effect of the user's positive emotion on this process. The researchers constructed a theoretical framework based on the Stimulus-Organism-Response (S-O-R) theory in this study and used the Partial Least Squares Structural Equation Modelling (PLS-SEM) for quantitative analysis with an online questionnaire survey of 586 Ant Forest users. Findings for this study include: 1) Visual appeal shows a large positive effect on the perceived usefulness of Ant Forest; 2) Ant Forest's perceived usefulness shows a significant positive effect on the user's sustainable consumption intention; 3) Ant Forest's perceived usefulness fully mediates the relationship between visual appeal and the user's sustainable consumption intention; 4) Positive emotion moderates the relationship between perceived usefulness and sustainable consumption intention. This study improves the application of the S-O-R theory in emotional design research, while emphasising the importance of optimising the visual appeal of design elements and guiding users' positive emotions in the development of pro-environmental mobile applications. The findings of this study highlight the importance of incorporating positive emotions into visual design for designers and developers of pro-environmental applications, further clarifying the focus of emotional design.
... The results of this study indicate that AR applications influence consumers in China and Korea to feel satisfied and continue to use these services. The research by (Wang et al., 2022). This study explores mobile AR services' impact on consumer purchasing behavior and brand awareness in the beauty industry. ...
This study investigates the impact of Augmented Reality (AR) features, particularly Virtual Try-On (VTO), on purchase intention through brand trust in the context of cosmetic products in Indonesia. The research uses a quantitative approach with a sample of 274 respondents from various cities and provinces in Indonesia. Data analysis was conducted using SmartPLS 3 software, which shows a positive influence of AR on purchase intention mediated by brand trust. The findings indicate that AR Content Quality and AR Service Quality positively affect purchase intention through brand trust. This study provides valuable insights for the cosmetic industry in Indonesia, emphasizing the importance of AR features in enhancing consumer purchase intentions and brand trust. The research highlights that the effective implementation of AR can be a successful strategy for cosmetic companies to increase consumer engagement and loyalty, and drive market growth through technological innovation that aligns with current consumer needs and preferences.
Purpose
Despite being a promising technology, augmented reality (AR) does not help much in the conversion to sales of retail products. Hence, this study aims to comprehend the factors related to mobile augmented reality (MAR) apps that drive customers’ purchase intention.
Design/methodology/approach
A survey-based methodology was adopted to identify the antecedents to the attitude towards the MAR app and purchase intention for retail products. The questionnaire was formulated using the validated scales for aesthetics, responsiveness, ease of use (EOU), service quality, visual quality, interaction quality, data security, attitude towards the MAR app and purchase intention.
Findings
Significant relationships were found for the four antecedents of attitude to the MAR app. Under interacting quality, EOU was more pronounced than responsiveness. Attitude towards the MAR app was found to be significant towards purchase intention. Service quality was completely mediated towards the MAR app, whereas visual quality, interaction quality and data security showed partial mediation.
Research limitations/implications
Though AR technology is still in its infancy, the design of MAR apps’ quality factors is proving to have the potential to aid in increased purchase intention thus enabling the practitioners to take strategic decisions.
Originality/value
This study makes a detailed contribution to comprehend the stimuli of MAR apps in influencing purchase intentions. The identified MAR app quality variables empirically substantiated their supremacy in sales conversion.
Purpose
Given the significant changes that immersive technologies have brought about in services marketing, new research output emphasizes the necessity of thoroughly examining the customer experience in extended reality (XR) service landscapes. The study aims to bridges the gap in understanding customer journey stages in XR environments by using a multi-method literature review approach.
Design/methodology/approach
The present study combines a systematic review with a bibliometric analysis of 892 Scopus-indexed publications retrieved by following the PRISMA protocol. The study performs analysis using ATLAS.ti (content analysis), Biblioshiny (performance analysis and strategy map) and VOS viewer (network analysis) to effectively analyze and synthesize the extensive body of literature.
Findings
An integrated conceptual model of customer experience in XR was developed, mapping its consequences across six customer journey stages, with antecedents encompassing dimensions of system quality and usability, immersion and presence, experiential engagement and value, trust and authenticity. The bibliometric analysis offered a panoramic view by illuminating the nine clusters (i.e. virtual community, value co-creation, AI trust and quality, digital infrastructure, experiential marketing, customer journey, enjoyment, experience management and interactivity) that make up the field’s intellectual structure.
Originality/value
This study presents a pioneering and comprehensive review that enriches the existing literature and contributes to service marketing theory and practice. The study highlights fundamental research gaps in XR customer experience and proposes a future research agenda and implications. Theoretically, the findings add insights into the context-specific domain of XR-driven consumer behavior by uncovering its antecedents and consequences.
The purpose of this study is to examine the impact of Augmented Reality (AR) application usage at IT Telkom Purwokerto on consumer brand attitudes. A total of 200 questionnaires were distributed, with 125 deemed suitable for analysis. The findings reveal that the use of the AR application significantly influences consumer attitudes towards the brand, particularly in terms of user experience, engagement, and perceived realism. The quality of the AR application is shown to have good reliability, and each dimension positively correlates with consumer attitudes. The perceived realism of the AR experience is a crucial factor in shaping positive consumer attitudes towards the brand. The study also identifies a significant relationship between AR application usage, consumer satisfaction, and brand loyalty. Practically, AR can aid IT Telkom Purwokerto in developing more effective marketing models. This study proposes a model to understand the effect of AR applications on positive consumer brand attitudes, assisting marketers in implementing more effective marketing strategies.
This study aims to determine the effect of vividness and interactivity in AR technology on purchase intention, with consumer control as a mediating variable. This research focuses on Wardah consumers in Indonesia who use digital platforms to buy beauty products, especially those that use Augmented Reality (AR) features. This research tries to answer how AR features affect consumers' behavioral and cognitive controls and how they affect their purchasing decisions. This research uses a quantitative method with a casual design. Researchers collected data distributed to 385 respondents who had used the Augmented Reality (AR) feature online or through Wardah's official website and had an interest in buying Wardah products or had purchased Wardag products online, so respondents were selected through purposive sampling technique. To assess the relationship between the independent variable (Augmented Reality), the mediating variable (Consumers' Control) and the dependent variable (Purchase Intention) is done using a structural equation model (SEM) based on SmartPLS for data analysis. The results confirm that all constructs exhibit strong reliability and validity, with Outer Loading values exceeding 0.7 and Composite Reliability above 0.8. The R-Square (R²) value for Purchase Intention is 0.554, indicating that the model explains 55.4% of the variance in purchase intention. Furthermore, the Q-Square (Q²) value of 0.344 confirms strong predictive relevance. Path coefficient analysis shows that all relationships are positive and significant (P-value < 0.05), confirming that interactivity and vividness in AR enhance consumer control, media enjoyment, and purchase intention. Indirect effects further highlight that behavioral and cognitive control mediate the relationship between AR features and purchase intention, strengthening AR's role as a crucial digital marketing tool. These findings underscore that AR-driven marketing strategies can significantly improve shopping experiences and influence purchasing decisions for Wardah products.
Property technology has introduced the real estate sector to new opportunities, such as the use of virtual reality (VR) technologies by real estate agents for property marketing purposes. Virtual reality will enable a global network of linked digital environments that will integrate commercial activities, commerce, education, entertainment, and social interactions. This study uses data from239 potential buyers to examine how the virtual reality experience (VRE) affects Pakistan-Islamabad real estate buyers; buying intentions. Moderation and mediation effects are analyzed using SPSS PROCESS model 5 and hypothetico-deductive reasoning. This research examines consumer behaviour, cognitive states, personal innovativeness, and VR technology experience. The findings show that virtual reality (VR) improves buyers; property visualization, which increases their purchase intentions. These results imply that real estate VR technology meets and may improve customer expectations and purchasing intentions. The moderate hypothesis that personal innovativeness has no statistically significant impact is rejected since it hardly appears. VR should be combined with other novel technologies and examined for its long-term implications on customer purchase intention to ensure effective marketing. Introduction Understanding customer needs and adapting to knowledge-based economies is essential in today's fast-changing marketing environment. Technology is helping businesses and institutions reduce customer wait times, perform new market research, access customer databases faster, and improve Volume and Issues Obtainable at the
This chapter delves into consumer perceptions and behaviors towards eco-friendly cosmetics in the Indian market, focusing on Mamaearth as a prominent brand that has successfully implemented green marketing strategies to build brand loyalty and promote sustainability. The research explores the role of eco-friendly ingredients, packaging, pricing, and promotions in shaping consumer preferences for green cosmetics. It also examines the impact of advertising and promotions on consumer perceptions and purchasing decisions in the eco-friendly cosmetics sector. Furthermore, the study provides insights into the effectiveness of Mamaearth's eco-friendly messaging, campaigns, and content in communicating the environmental benefits of its products to consumers. It highlights the importance of transparency in ingredient sourcing and manufacturing processes in building trust and credibility with environmentally conscious consumers. This study examined consumer attitudes and behaviours towards eco-friendly cosmetics, focusing on impact of green marketing in cosmetics industry.
Artificial Intelligence (AI) encompasses a broad spectrum of technologies, including machine learning, natural language processing, 1 robotics, and human-computer interface innovations like the Internet of Things (IoT), Augmented Reality (AR), Virtual Reality (VR), and Mixed Reality. These technologies enable diverse applications such as virtual assistants, chatbots, autonomous systems, and intelligent automation. In 2024, the global advanced driver assistance systems (ADAS) industry surged, generating nearly 58 billion U.S. dollars. Projections suggest significant growth, with the global ADAS market expected to surpass 125 billion U.S. dollars by 2029. Notable examples of ADAS include automated emergency braking, lane-keeping assist, automatic parking, and adaptive cruise control (Statista Mar 14, 2024)
While research often focuses on the technical aspects of AI in driver assistance, scholars have identified the importance of addressing customer expectations and health & emotional well-being for successful technology adoption. To address this disparity, we advocate for conducting a comprehensive systematic literature review. This review aims to consolidate existing research on AI-driven driver assistance systems, customer experience, and the emotional well-being of customers. This study aims to provide scholars, designers, and practitioners with a comprehensive assessment of the current state of the art, enabling informed decisions and advancements in this critical area.
Purpose
The objective of this study is to examine how perceived augmentation of virtual makeup influences consumers’ perceived value (utilitarian and hedonic value).
Design/methodology/approach
This research conducts an empirical study, and investigates 474 respondents.
Findings
The results show that perceived augmentation positively influences utilitarian and hedonic value. The wow-effect mediates the impact of perceived augmentation on utilitarian value. Immersion mediates the impact of perceived augmentation on two types of perceived value. Perceived ease of use moderates the influence of perceived augmentation on utilitarian value. Recreational shopper does not moderate the effect of perceived augmentation on hedonic value.
Practical implications
The study provides practical implications for beauty e-retailers.
Originality/value
This study examines the effect of perceived augmentation, supplements the literature on virtual makeup and AR technology application and enriches the literature on consumer experience of using AR technology.
The Fourth Industrial Revolution has brought advanced technologies such as augmented reality (AR) and virtual reality (VR), transforming consumer behavior in retailing and arousing the interest of scholars in studying customer responses to these technologies in retail settings. However, owing to variations in specific contextual factors, the results of related research have been mixed, which impedes retailers’ capacity to gain a systematic understanding of the formulation of well-informed marketing decisions in the context of AR and VR retailing. To address these gaps, this systematic review synthesizes extant empirical evidence with 1099 effect sizes from 111 published studies with 136 datasets and 547,415 sample sizes. This study is based on well-established theories, including the technology acceptance model, the customer journey theory, and the unified theory of acceptance and use of technology, which are extended to create a more comprehensive framework that is adapted for the customer journey in AR and VR retailing. Our findings reveal significant and positive correlations for all the proposed constructs, including the experience; intrinsic, extrinsic, hedonic, and utilitarian factors; and customer experience, attitude, intention, and loyalty, and verify the significant moderating effects for technology and product types. From a management perspective, our findings provide a systematic understanding of enhancing retailers’ integrated sustainable marketing strategies in the context of AR and VR retail and propose a forward-looking research agenda.
A fresh and comprehensive perspective on current and innovative topics related to consumer preferences, attitudes, perceptions and reactions in service industries. It delves into the impact of contemporary trends and emerging technology, by providing a holistic view on the future of the trends and behaviour within the service sector.
Purpose
Particularly in the rapidly expanding beauty and personal care sector, affiliate electronic word of mouth (eWOM) from affiliates has grown to be a dependable and trustworthy source of information. Guided by Signaling Theory, this paper aims to conduct a comprehensive analysis to understand the intricate dynamics of affiliate eWOM within the context of Iranian beauty and personal care products.
Design/methodology/approach
The study polled 330 consumers who have purchased beauty and personal care products in Iran. Data were gathered using a convenience sample, and the partial least square structural equation modeling model was used to examine and assess the hypotheses.
Findings
The results demonstrated a significant impact of information quality, rating, helpfulness and number of reviews, along with user-generated videos and photos, on the customer’s actual purchase and intention to purchase the beauty and personal care products. However, the ranking and recency of reviews do not significantly contribute to the stated relationship.
Originality/value
This research is first of its kind to analyze affiliate eWOM cues in the case of cosmetics e-commerce.
This research aims to uncover the dynamics of strategic alignment in digital marketing for Islamic businesses by exploring how to effectively align digital marketing strategies with Islamic business values. The focus is on understanding the complexity of the interaction between digital marketing strategies and Islamic business principles, especially on achieving strategic alignment that resonates with Muslim consumer sensibilities. The results of the study have a significant impact in several aspects. First, through in-depth research on the relationship between digital marketing strategies and Islamic business values, it is expected to fill knowledge gaps in academic literature. Second, research findings can improve the effectiveness of digital marketing for Islamic business organizations, expanding market reach efficiently. Third, provide guidance for sustainable growth in the digital age without compromising ethical and sustainability principles.
Purpose
The increasing demand for fashion-augmented reality (FAR) in online fast fashion shopping has the potential to reduce soil and water pollution. Hence, it is vital to understand the success factors that influence consumers’ intention to use FAR (IAR) and actual usage of FAR (UAR) to enhance its adoption.
Design/methodology/approach
By incorporating the unified theory of acceptance and use of technology, this study examined the influence of success factors on IAR, the effect of IAR on UAR and the mediating role of IAR in the relationship between success factors and UAR. In total, 803 responses were collected from Indonesia using a cross-sectional approach. Data were examined using partial least squares structural equation modelling.
Findings
Their findings revealed that perceived enjoyment, perceived service value and facilitating conditions significantly influenced IAR and UAR. However, the impacts of perceived functional benefits, lifestyle compatibility and perceived trust were insignificant. Nevertheless, the IAR has a significant influence on UAR. Finally, the IAR mediates the relationships among perceived enjoyment, perceived service value, facilitating conditions and UAR.
Research limitations/implications
This study provides valuable insights for practitioners to develop marketing strategies and improve consumer perceptions of FAR, particularly in emerging economies. One limitation of this study is that it exclusively examined young consumers and restricted the examination to specific aspects of consumer behaviour.
Originality/value
Integrating the unified theory of acceptance and use of technology and partial least squares structural equation modelling provides a comprehensive understanding of the underlying dynamics and sheds light on the success factors that drive consumer IAR into UAR and contribute to Sustainable Development Goal 12 by reducing soil and water pollution.
The main aim of this study was to investigate the influence of telepresence on customers’ ‘perceived usefulness, perceived enjoyment and perceived ease of use, attitude towards augmented reality and intention’. It also measures the mediating effect of ‘perceived usefulness, perceived enjoyment and perceived ease of use’ in influencing the relation between ‘telepresence and attitude’ and ‘telepresence and intention’. The technology acceptance model along with the telepresence concept was used to develop a conceptual framework. Data collection was done using convenience and snowball sampling techniques. Online customers from the Delhi NCR region of India were the targeted respondents and 321 responses were collected to test the hypotheses. Covariance-based structural equation modelling was applied to study the relation between different constructs. Findings showed that the four exogenous constructs ‘telepresence, perceived usefulness, perceived enjoyment and perceived ease of use’ have significant influences on two endogenous constructs ‘attitudes towards AR’ and ‘intention’. Mediation results outlined that three mediating constructs ‘perceived usefulness, perceived enjoyment and perceived ease of use’ have a significant specific indirect effect. It was a case of complementary partial mediation. The results altogether contribute to AR and sensory marketing literature and help marketers in decision-making.
This study aims to improve the brand equity of online health and beauty products among Thai entrepreneurs to enhance their competitiveness in global markets. Using elements from the Rough Set Delphi technique, the research examines the relationships between nine key components that contribute to building brand equity, analyzed through confirmatory factor analysis. A quantitative approach was used, collecting data from 600 manufacturers who utilize online social media platforms for marketing and distribution. The results show that the validated model includes all nine components, which closely align with real-world data. These components include marketing factors, social media marketing activity, brand association, perceived quality, brand awareness, brand image, brand trust, and brand loyalty, all of which play a critical role in developing brand equity. The study provides practical insights for health and beauty product manufacturers to strengthen brand sustainability, recommending a focus on understanding all nine components, especially social media marketing factors, brand loyalty, and brand image, to increase brand equity. Recognizing the importance of the other components is also essential for long-term brand growth.
The secondhand luxury market has experienced significant growth in the past few years. Unlike the well‐known knowledge on consumers' luxury consumption, the motivations for purchasing secondhand luxury items remain underexplored. To address this gap, the present study examines how and when Chinese consumers' perceived values affect their purchase intention of secondhand luxury products. We propose that the imbalanced luxury value perception is superior to the balanced one in boosting customer purchase. This hypothesis received convergent support from two studies adopting different methodologies. Specifically, Study 1 was a lab experiment that verified that the imbalance value perception, that is, either a salient financial or symbolic value of a secondhand luxury product, can increase consumers' purchase intention. However, when the two values are highlighted, purchase intention decreases instead. Furthermore, Study 2 adopted a questionnaire survey to test the moderating effects of product risks. Specifically, when the level of product quality (fit) risk is high, a financial‐focused (symbolic‐focused) imbalanced value perception is most effective in improving consumers' purchase intention. This study contributes to the literature on luxury value and risk perception and benefits the marketing practice of secondhand luxury.
An essential aspect of developing virtual content today is improving the user experience by reducing the adverse effects of using new technologies. In this way, this paper aims to analyze the moderating effects of consumer awareness and mindfulness in the relationship between factors such as technological stress and the multisensory experience and its impact on attitude towards virtual shopping. The data is analyzed with the structural equations model to achieve this purpose. The database researched is made up of responses from 400 users of virtual content from companies belonging to the fashion sector. Among the main results, it is found that the consumer's conscience and mindfulness directly and positively influence the relationship between technological stress and the attitude towards virtual shopping. At the same time, the case of the consumer's conscience did not show any results.
This study examines the evolution of the fashion industry in virtual reality research through a bibliometric approach with computational mapping analysis using VOSviewer. Article data is taken from the Google Scholar database using a reference management application and sorts only journal articles that are analyzed. Article titles and abstracts are used to guide the search process with reference to the keywords "Fashion Design" and "Virtual Reality". It found 989 articles that were considered relevant. The study period used as study material is Google Scholar indexed articles for the last 5 years (2019 to 2023). The results showed that by using fashion design and virtual reality as keywords resulted in 3 big terms that showed the biggest area that has been researched, the terms are: fashion industry, model, and reality technology. The term "fashion industry" is associated with 38 links with a total link strength of 81. The term "reality technology" has 42 links with a total link strength of 125 and the term "art" has 25 links with a total link strength of 60. The results of the analysis of the development of the fashion industry and virtual reality publications in the last 5 years show a progressive increase. In 2020-2022, it increased sharply from 159 in 2020 to a very popular 322 articles in 2022. The year 2023, although only running for half a year, has shown a figure of more than half of 2022. The results of the investigation show that there are still great opportunities for exploration of smart textile and smart fashion-themed research, especially when it comes to virtual technology.
This study explores the impact of omnichannel strategies and technological advancements on consumer purchase behavior in the fashion retail industry. As consumers interact with brands across various channels-including online platforms, physical stores, mobile apps, and social media-the need to understand how these interactions influence purchasing decisions becomes critical. The research highlights the importance of seamless integration across channels, enhanced consumer convenience, and personalized shopping experiences. It also examines how technology, including personalized recommendation systems, Customer Relationship Management (CRM) software, and Augmented Reality (AR), enhances personalization and customer experience. The findings suggest that effective implementation of omnichannel strategies and technological innovations significantly improve customer satisfaction and loyalty by offering tailored and cohesive shopping experiences. Retailers must continually adapt to emerging trends and invest in these areas to maintain competitiveness and drive sales.
Purpose
This study aims to explore the impact of augmented reality (AR) technologies on consumer information processing and value perceptions in physical stores. Specifically, it investigates how the vividness, novelty and interactivity of AR shape utilitarian and hedonic value perceptions, and influence consumer purchase and continuance behaviour.
Design/methodology/approach
The study used the store intercept survey method at 15 retail outlets across four metro cities in India, representing nine prominent retail brands deploying AR technologies. The data collected ( n = 650) were subjected to exploratory and confirmatory factor analysis.
Findings
Major findings confirm a significant effect of vividness, novelty and interactivity on utilitarian and hedonic value perceptions of in-store AR experiences of customers in physical stores. Hedonic value was found to affect continuance intention but not purchase intention, while utilitarian value was found to affect purchase intention but not continuance.
Research limitations/implications
This study extends the stimulus–organism–response model’s application to AR in physical stores by integrating the impact of vividness, novelty and interaction on both utilitarian and hedonic values and revealing their significance in influencing purchase intentions and continuance.
Practical implications
Major findings advise retailers to increase AR experience adoption in stores and illustrate the process through which purchase and continuance intentions may be influenced.
Originality/value
This is one of the few studies that explore the impact of AR on consumer attitudes and intentions in physical stores. In addition, the study explores the effect of AR tools as a process that passes through value perceptions and then affects the consumer.
Customers are spending an exorbitant amount of time engaging various media outlets. Due to technological advances such as social media, marketers must innovate to stay top-of-mind for customers and approach the customer engagement journey differently. Social media allows brands to facilitate traditional offline brand communities, virtually. However, sustaining that engagement often presents a challenge and can be a strain on the resources of a company and marketing team. Allowing customers to engage with other customers and brands gives social media brand communities a unique competitive advantage over other marketing methods. By engaging in content creation within social media brand communities, customers and marketers are able to co-create value and increase customer engagement. Transferring part of the customer engagement experience into an online setting provides value co-creation opportunities among customers and for the brand. This manuscript proposes a framework for sustaining social media brand communities and customer engagement for value co-creation.
Within the US culture, two consumer culture ideals-namely, the body perfect and the material good life-are dominant. This study addressed the question-how are these two consumer culture ideals internalized? And, how an individual's degree of internalization of these consumer culture ideals influence one's fashion consumption behavior? By building on the Tripartite Influence Model, a widely used empirical model in body-image research, a research model was proposed. Data were drawn from self-reported online survey by respondents located in the US (N = 472). The proposed model was tested using structural equation modeling. All but one proposed hypotheses were supported, which explained 20% of the variance for fashion involvement construct (p <.001). Findings of the study revealed that sociocultural factors (i.e. parents, peers, and mass media) contribute to an individual's degree of cultural ideals inter-nalization, which in turn influences one's level of body satisfaction and fashion consumption behavior. The findings of the study would be of interest to several entities, including social advertisers and marketers, media activists, and body image educators, among others, which are also discussed.
Indians adore cricket and tend to establish an immediate connection with the brands that associate with it. Of late, well-known brands have taken the road less traveled and sponsored non-cricketing sports (sports other than cricket) leagues in India. This paper focuses on non-cricketing sports sponsorships and explores the influence of the corporate image of the sponsor on brand love, which is further hypothesized to influence purchase intentions for the sponsor’s products. The study further examines the moderating role of sports involvement between corporate image and brand love. The moderating role of sports involvement between brand love and purchase intentions is also studied. The mediating role played by brand love between corporate image, and purchase intentions is tested. A structured questionnaire was administered to 638 respondents who followed non-cricketing sports leagues. The results established that corporate image is positively associated with brand love, which further leads to purchase intentions. Sports involvement strengthened both these relationships.
This study describes the use of a true (not quasi or “natural”) field experiment to test the impact of a third-party endorsement message embedded in an email advertisement on customer behavior – the message embed calls attention to reviews of third-persons’ hotel-stays, mostly positive assessments, and a high overall rating (i.e. four stars in TripAdvisor for a national (Spanish) hotel chain. Applying a between-subjects experiment design, each of two versions of the email advertisement was sent to one of two random samples of treatment (embed) and control (no embed) groups of hotel’s customers (n = 97,451 and 97,662, respectively). The study includes five dependent variables (DVs): clicks-to-open email; clicks-to-open offer; clicks-to-purchase room rental; number-of-nights stayed; and total revenue generated for the treatment versus control groups. Behavior was higher for all dependent measures per participants in the treatment versus control groups. Revenue per study participant was 0.083 € for members in the control group versus 0.134 € for members in the treatment group. Total revenue was 13,097 € in the treatment group and 8,143 € from guests in the control group. The share increases in the DVs may be useful as baseline share changes in future studies on behavior influences of social media embeds in internet advertisements.
This study identifies tween fashion consumers’ profiles in relation to fashion change agent (FCA) characteristics, such as fashion innovativeness and opinion leadership, and examines how the tweens’ FCA characteristics influence their Internet innovativeness, interest in online co-design involvement, and brand commitment. A survey was conducted with tween-aged girls in the Midwest region of the U.S., who were recruited through the snow ball sampling method. A total of 53 responses were acceptable for data analysis including cluster analysis, MANOVA, and multiple regression analyses. Results show the tween consumers were divided into two fashion consumer groups—fashion leaders and fashion followers—significantly different in fashion innovativeness and opinion leadership. This study also found positive effects of tweens’ FCA characteristics on Internet innovativeness, interest in online co-design involvement, and brand commitment. As FCAs with higher fashion innovativeness and opinion leadership influence the adoption and purchase behavior of other tween fashion consumers, marketers and retailers need to develop more fashion innovative, Internet-mediated, interactive, and brand-oriented marketing efforts. While the tween consumers in the children’s wear market has been featured, the prevailing literature on tween consumers’ fashion adoption and consumption is limited, particularly with regards to their FCA characteristics. This study highlights the important role of tween fashion consumers’ FCA characteristics in their online shopping orientation and brand commitment.
In the digital era, there are several consumer touchpoints and some of them, such as word of mouth, occur even if they are not intended by the firms. Conversation among customers has become one of the most influential sources of information on purchase decisions. Favorable discussions amplify the brand’s equity, but negative discussions can damage the brand. Although customers’ conversations can be uncontrollable, firms may be able to influence the direction of the conversation by providing overwhelming product performance and/or post-purchase experiences. In other words, by providing appropriate brand experiences, firms aspire to achieve co-creation of brand value with customers. In this research, through questionnaires, we explore how to create effective and sustainable touchpoints with customers and how to identify the relevance between brand experience and customers’ contributions to the brand. This study examines the following two key research questions: Which touchpoints increase brand experience? Does brand experience have a positive impact on customers’ contributions?
Augmented reality (AR) has the potential to reshape the mobile shopping experience and create more mean- ingful consumer-brand relationships. Yet, the broader experiential and brand-related impact of AR remains unclear, as much existing research adopts an app-centric perspective focused on consumers’ motivations for and reactions to using AR applications. The current article takes a more holistic approach to examine what consumer- brand relationships can be facilitated through augmented reality. Through an ethnographic study of how con- sumers use Sephora's mobile AR shopping app in their own homes, we find that a close and intimate (rather than transactional) relationship can emerge due to how the branded AR app is incorporated into consumers’ intimate space and their sense of self. This study thus broadens the focus of AR research from the immediate physical context into which virtual information is embedded, to the wider spatial-symbolic context of where consumers use AR apps, as well as to the inner context of how self-augmentations are integrated into consumers’ self- concepts.
As a new form of advertising, augmented reality (AR) advertising offers a unique opportunity to study how new technology-facilitated ad campaigns are constructed across cultures. This research analyzes the content of 117 AR ad campaign videos uploaded on YouTube, and reveals the prevalent characteristics of AR campaigns. We compared videos from individualistic countries with those from collectivistic countries. Results suggest that AR ad campaigns from more individualistic cultures tend to include product information and enable a user to control the virtual AR content, whereas AR ad campaigns from more collectivistic cultures tend to allow a user to become part of the virtual AR content without manipulating it. In closing, we discuss managerial implications for marketers and advertisers as well as opportunities for future research.
Driven by the proliferation of augmented reality (AR) technologies, many firms are pursuing a strategy of service augmentation to enhance customers’ online service experiences. Drawing on situated cognition theory, the authors show that AR-based service augmentation enhances customer value perceptions by simultaneously providing simulated physical control and environmental embedding. The resulting authentic situated experience, manifested in a feeling of spatial presence, functions as a mediator and also predicts customer decision comfort. Furthermore, the effect of spatial presence on utilitarian value perceptions is greater for customers who are disposed toward verbal rather than visual information processing, and the positive effect on decision comfort is attenuated by customers’ privacy concerns.
Retailers have embraced a variety of technologies to engage their customers. This article focuses on " The Future of Retailing " by highlighting five key areas that are moving the field forward: (1) technology and tools to facilitate decision making, (2) visual display and merchandise offer decisions, (3) consumption and engagement, (4) big data collection and usage, and (5) analytics and profitability. We also suggest numerous issues that are deserving of additional inquiry, as well as introduce important areas of emerging applicability: the internet of things, virtual reality, augmented reality, artificial intelligence, robots, drones, and driverless vehicles.
Innovative marketers can now leverage augmented reality to craft immersive brand experiences, create more interactive advertising, and enable consumers to experience products and spaces in novel ways. Augmented reality (AR) is the practice of displaying digital information over people’s real-time view of objects, people, or spaces in the physical world. While AR can play a valuable role in integrated marketing programs, little is known about the practice and how to execute effective AR programs in the marketplace. We address this gap and discuss a framework that describes the active and passive ingredients of augmented reality. We describe the basic design decisions that marketers need to make when planning an augmented reality campaign. We also explain how understanding and addressing the dynamics between various active and passive AR ingredients can help marketers to optimize their AR campaigns and enhance various types of consumer engagement: user-brand engagement, user-user engagement, and user-bystander engagement. Through our framework and analysis, we develop eight actionable recommendations for marketing managers. We advise marketers to follow the ENTANGLE acronym to design immersive AR experiences that maximize consumer engagement.
The purpose of the study described here was to investigate the relationship between materialism and fashion innovativeness in two consumer societies, the US and South Korea. The data came from surveys of 259 US student consumers and 225 South Korean student consumers. Correlation and regression analysis tested the hypotheses. Materialism was positively associated in both samples of consumers with fashion innovativeness at the total scale level and with most of the subdimensions of both scales, but only the centrality, happiness and attractiveness subscales were positively related to fashion innovativeness in the regression analysis, suggesting that these are the dominant motivators. Although the findings are limited to the countries and measures used, they imply that fashion innovativeness is positively associated with at least some aspects of materialism. We can surmise that some consumers satisfy aspects of their materialistic needs by purchasing fashionable clothing. Marketers of new fashion can enhance the appeal of their products by stressing materialistic themes, such as centrality, happiness and attractiveness, in their promotions. Cross-cultural marketing efforts may be similar in this regard. The study is original in that there are very few studies of materialism, a powerful influence on a variety of consumer behaviors and fashion innovativeness. None compare countries; none use the newer Kasser Aspiration Index to measure materialism; and few examine subscale relationships.
Luxury brands have always been fashion industry leaders, with admirable aesthetic value and innovative yet traditional business management. The brands constantly struggle to secure profits by providing novel value to customers through quality products and services, customer management, retail strategies, and innovative marketing mixes. However, the recent entry of numerous fashion brands in the luxury market coupled with decreased sales related to economic downturns have led to new challenges for luxury firms. Because the luxury fashion business is considered high value-added with guaranteed high profit margins and secure regular customers, the lower sectors have begun to heat up the competition.
To survive the recent unforeseen challenges of heated competition, they have turned toward marketing communication using social media. Social media are the two-way communication platforms that allow users to interact with each other online to share information and opinions. Use of social media sites such as Twitter and Facebook has already expanded to almost every luxury fashion brand and been evaluated as business take-off tools. With the increased use of social media as a means of marketing communication for luxury brands, it has become necessary to empirically analyze the effect of social media marketing (SMM). Thus, the study presented here investigated the effects of this SMM on customer relationships (involving intimacy and trust) and purchase intention.
A preliminary test was conducted in order to draw a sample of a luxury fashion brand for this study. Self-administrated questionnaires with visual stimuli were used to collect data from luxury consumers in the Seoul area. Respondents were restricted to consumers who had purchased any luxury fashion brand item within the previous two years. Among 150 questionnaires distributed, 133 questionnaires were finally employed for statistical analysis.
Principal component analysis using varimax rotation was conducted to figure out the properties of luxury fashion brands’ SMM. The social media contained five properties: entertainment, customization, interaction, word of mouth, and trend. Factor loadings ranged from .84 to .52. Cronbach’s α lay between .80 and .88, demonstrating adequate construct reliability.
Multiple regression analysis was conducted to test the effects of SMM on customer relationship (i.e., intimacy and trust) and purchase intention, as well as relationship between customer relationship (i.e., intimacy and trust) and purchase intention. Results show that entertainment has a significant positive effect on intimacy (β=.25, t=3.48, p<.01), trust (β=.34, t=5.75, p<.001), and purchase intention (β=.31, t=4.32, p<.001). Other positive effects are customization on trust (β=.13, t=2.28, p<.05), interaction on purchase intention (β=.25, t=3,54, p<.01), word of mouth on intimacy (β=.14, t=1.92, p<.05) and purchase intention (β=.19, t=2.65, p<.01), and trend only on trust (β=.32, t=5.30, p<.001). It seems that entertainment, customization, and trend were satisfying what customers expected from a luxury fashion brand. Because the luxury industry aims to provide value to customers in every way possible, the brands should focus on providing free entertainment content, customized services, and trend forward social media site which all act positively toward enhancing customer relationship. Trust has a significant relationship with purchase intention (β=.34, t=4.85, p<.001). Since the trust variable within a customer relationship was only significantly associated with purchase intention, the mediating effects of customization and trend were found.
The study proves the effectiveness of luxury brands’ SMM on both customer relationships and purchase intention, and proposes a strategy to enhance the brands’ performance by defining specific factors influencing both. The result show that the chosen brand’s SMM includes distinctive elements in comparison to old-fashioned marketing performances. Every property found in luxury brands’ SMM positively influenced customer relationships and purchase intention, with entertainment affecting more variables than any other properties. Luxury brands should heavily supply an entertainment aspect of social media contents and activities. Every activity enabled by use of the media, such as creating relationships with other users, providing customized service and free entertainment contents, and obtaining genuine information on personal interest should all be entertaining. By focusing on providing such features, customer relationships and purchase intention will be enhanced. Concerning the association between customer relationship and purchase intention, trust and purchase intention were highly related. Customers’ trust was strengthened via interaction with other users as well as brand on social media sites. Trust gained while enjoying entertainment and communication provided on the sites seems to contribute greatly toward a luxury brand’s profit.
With the growing interest of luxury fashion brands in providing luxurious value to customers in every way possible, using social media appears to be appropriate for retaining old customers and attracting cross-shoppers. As competition among luxury fashion brands becomes more intense by providing plenty of alternatives to customers, the brands’ prosperity seems no longer quite so promising. The importance of managing customers as valuable assets cannot be emphasized more. As such, more luxury brands should engage in social media marketing activities to anticipate a positive contribution to the brands by providing new luxury value to customers.
Interactivity is something researchers study, new technology commercials promote, and designers create. It’s not something people do. People use the internet, watch TV, shop, explore, learn, send and receive email, look things up… The word interactivity and its derivatives are used to represent so many different meanings that the word muddles rather than clarifies the speaker’s intent. The construct is worth salvaging carefully so future research more clearly defines the interaction parameters of interest and specifies what aspect(s) of interactivity are being examined. This article offers a conceptualization of interactivity and suggests domains for operationalizations intended to be useful for researchers and designers.
We distinguish seduction from persuasion and other ways to draw consumers into exchange relationships. A legal case involving the prosecution of a mail fraud known as Chonda-Za is used to illustrate seduction, and the concept is defined in terms of social constructionist theory. We identify five stages in the unfolding of a seduction and draw parallels and contrasts to the formation of a normal exchange relationship. We explore the enrollment stage in more detail and model it as a matter of inducing consumers to accept progressively more involving role agreements. The distinction between legitimate and illegitimate seduction is also examined. Copyright 1995 by the University of Chicago.
The authors explore the potential that Virtual Reality (VR) offers for the future of furniture retailing. For that purpose, they develop an Internet-based Virtual Reality Integrated Solution (VRIS) system that allows viewers to select furniture (sofa, chair, and table) to set up a living room. They also develop a two-dimensional static, image-based system as a control to test the effectiveness of VR over conventional formats of two-dimensional interfaces. The results demonstrate that enhancing consumers' ability to visualize furniture coordination produces significant, positive differences in their product experiences and decision-making. The authors propose that VR-integrated Web sites should function as a virtual front door to brick-and-mortar stores. They outline a click-and-brick strategy for furniture retailing and describe how the VRIS system can contribute to shaping furniture retailing in fast-moving and unpredictable markets.
e-Stores and online shopping have become important aspects of a retailer's strategy. Previous research suggests that online shoppers are fundamentally different from traditional offline shoppers. However, based on the Big Middle Theory (Levy et al. 2005), the authors believe that there are segments of online shoppers that are very similar to regular shopper groups. To determine this, online shopping motivations and e-store attribute importance measures are separately used as the basis to develop online shopper typologies. Results reveal that there are more similarities than differences among traditional and online store shoppers. However, there are a few unique shopper types present at online stores, attracted by the distinctive characteristics and attributes of the online retail environment. The findings offer interesting implications for online retail strategy.
Attitude toward the brand (Ab) and purchase intentions (PI) are two pivotal and popular constructs that have been routinely used by advertising scholars and practitioners. Despite their popularity, standard scales, with known psychometric properties, for measuring Ab and PI are not available. Furthermore, these two constructs might not be empirically distinguishable. On the basis of scales reported in prior studies, the authors develop measures of Ab and PI and assess their psychometric validity within a well-established, attitude toward the ad (Aad) theoretical framework. Implications of their findings are discussed.
A theoretical framework concerning cultural patterns labeled individualism and collectivism is probed. As predicted, it is shown that the content of the self includes more group-linked elements in collectivist than in individualist cultures; members of collectivist cultures perceive their ingroups as more homogeneous than their outgroups, and the opposite pattern is found among members of individualistic cultures; and people in collectivist cultures perceive more intimate and subordinate social behaviors as likely toward their ingroup members and more dissociative and superordinate behaviors toward members of their outgroups than do members of individualistic cultures. Collectivists emphasize values that promote the welfare of their ingroup, whereas individualists emphasize values that promote individual goals. (PsycINFO Database Record (c) 2012 APA, all rights reserved)
People in different cultures have strikingly different construals of the self, of others, and of the interdependence of the 2. These construals can influence, and in many cases determine, the very nature of individual experience, including cognition, emotion, and motivation. Many Asian cultures have distinct conceptions of individuality that insist on the fundamental relatedness of individuals to each other. The emphasis is on attending to others, fitting in, and harmonious interdependence with them. American culture neither assumes nor values such an overt connectedness among individuals. In contrast, individuals seek to maintain their independence from others by attending to the self and by discovering and expressing their unique inner attributes. As proposed herein, these construals are even more powerful than previously imagined. Theories of the self from both psychology and anthropology are integrated to define in detail the difference between a construal of the self as independent and a construal of the self as interdependent. Each of these divergent construals should have a set of specific consequences for cognition, emotion, and motivation; these consequences are proposed and relevant empirical literature is reviewed. (PsycINFO Database Record (c) 2012 APA, all rights reserved)
The multimodal, 3D-graphlcal communication platforms known as virtual worlds have their historical roots In multi-user domains/dungeons (MUDs) and virtual reality (VR). Given the extensive research on these technologies and the novelty of virtual worlds as a topic of study In Information systems (IS), It behooves us to learn from the concepts, theories and Insights generated primarily by other disciplines that have focused on these technologies. Because neither MUDs nor VR have significant organizational application, thus locating them outside of the IS discipline's purview, very little of this literature has found Its way Into IS research thus far. This article reviews the extant literature on virtual environments and seeks to make Its Insights accessible to IS research on virtual worlds. In particular, this will focus on concepts, theories and Insights regarding embodiment and presence, which are afforded by the avatar, a distinguishing technological artifact of virtual worlds.
Global trends towards men grooming behavior about their appearance are considered as one of the drivers behind the growing popularity of cosmetic products. Previous research on male cosmetics has focused much effort on the effect of factors on the attitude of male consumers towards the consumption of cosmetics with very little emphasis on hedonic and utilitarian value. This study investigates the mediating impact of two values: hedonic and utilitarian values between independent variables (brand reliability, facial attractiveness value, male identity reflection value, and health care value) and dependent variable (purchase intention). Both hedonic and utilitarian values are found to influence all proposed variables. The results also support predicted differences in the relative influence of hedonic and utilitarian values on male consumption of cosmetics.
Fashion is ever-changing; almost every age and gender of a person is interested to know and wear the latest trend. Initially, people were dependent on the brick and mortar stores, followed by the launch and success of e-commerce, which changed the game by making people sit at home and shop. The launch of Mobile Shopping Apps have not only simplified the shopping but have also enhanced the whole shopping experience. So far there have been researches done on m-commerce in general. In this study, we examine the factors influencing the adoption of Fashion mobile shopping apps (FMSA) using extended UTAUT model. A thorough survey was conducted with a sample of 209 participants. The questionnaire was designed using established scales. Statistical tools were used to analyze the data. Out of ten identified variables except Physical Appearance and Social Influence, all others i.e. Performance Expectancy, Personal Innovativeness, Effort Expectancy, Facilitating Conditions, Hedonic Motivation, Habit, Price Value, and Behavioural Intentions showed significant influence on use behavior.
The authors are grateful to the Journal of Global Fashion Marketing for awarding this “JGFM Achievement Certificate for High Scholarly Impact” to their 2011 “Fashion Store Personality” article. The present paper first provides a retrospective review that examines how subsequent research extended the 2011 findings. In particular, the retrospect focuses on the one hand on advancements on brand personality conceptualization and measurement. On the other hand, the review sheds light on how knowledge on self-congruity theory has increased over the past years. After looking back, this paper provides a comprehensive outlook suggesting specific directions for further research, both with respect to brand personality measurement from a methodological point-of-view, as well as concerning the advancement of brand personality and self-congruity theory building and further conceptualization.
Augmented Reality (AR) is a promising and growing field in marketing research and practice. Very little is known if, how, and why AR-apps can impact consumers' perception and evaluation of brands. The following research presents and empirically tests a framework that theorizes how consumers perceive and evaluate the benefits and augmentation quality of AR apps, and how this evaluation drives subsequent changes in brand attitude. The study reveals consumer inspiration as a mediating construct between the benefits consumers derive from AR apps and changes in brand attitude. Besides providing novel insights into AR marketing theory, the study also suggests that marketers should consider evaluating mobile AR apps based on the inspiration potential (and not simply based on consumer attitudes, such as star-ratings in app stores).
The purpose of this paper is to investigate how emotional exhaustion may increase the likelihood of a retail salesperson’s usage of service sabotage. This paper also investigates how perceived organizational support alleviates a retail salesperson’s emotional exhaustion and service sabotage. Two hundred sixteen non-management sales employees across a variety of retail organizations were sampled. Results found that emotional exhaustion positively impacts service sabotage. In addition, emotional exhaustion partially mediates the relationship between perceived organizational support and service sabotage. These findings have important implications for service providers. In order for a retail organization to be sustainable, employers need to look for and seek to minimize signs of emotional exhaustion in their employees. In addition, employers need to make employees aware of the support provided by the organization that may help to reduce service sabotage.
The extant literature on augmented-reality interactive technology (ARIT) has not addressed the capability of this new technology on enhancing brand love, an important driver for consumers’ long-term dedication to an e-retailer or online brand. In particular, no studies have directly compared ARIT and non-ARIT (such as traditional webpage browsing) e-shopping environments in terms of their effects on brand love formation. The present study conducts an experiment to provide the evidences of the difference in brand love fostering effects between the two shopping environments. Moreover, this study elucidates the psychological mechanism of brand love formation, indicating that the characteristics of ARIT—ownership control and rehearsability—may engender self-referencing, which further fosters information technological identity, then results in brand love. The research results may help e-retailers and online brand managers to select proper ARIT technology to shape brand love and create an effective online simulation experience.
The authors address the role of marketing in hypermedia computer-mediated environments (CMEs). Their approach considers hypermedia CMEs to be large-scale (i.e., national or global) networked environments, of which the World Wide Web on the Internet is the first and current global implementation. They introduce marketers to this revolutionary new medium, propose a structural model of consumer navigation behavior in a CME that incorporates the notion of flow, and examine a series of research issues and marketing implications that follow from the model.
Research suggests that atmosphere plays an important role in creating emotional connections between a hotel customer and the hotel and that these connections lead to improved customer satisfaction and customer engagement. The purpose of this research is to identify some of the atmosphere elements within a hotel that might enable customers to better engage with the hotel. A structural equation model (SEM) was employed to test the relationships. Social and room design were found to be significant antecedents to customer satisfaction. The research also found that while satisfied customers were more likely to promote the hotel to others through WOM behavior, they had fewer suggestions for improvement. Theoretical and practical implications are discussed as well.
This study presents a collaborative new product development (NPD) process model that accommodates different perspectives of stakeholders in an apparel value chain and expedites robust new product outcomes. Advanced technologies are demanded to establish such collaborative NPD process models. Virtual reality (VR) and augmented reality (AR) technologies have become prominent in product realisation during this process, to evaluate multiple alternatives. The study proposes a twofold approach where, in the first phase, a qualitative study was carried out to evaluate the viewpoint of value stream collaborators to study the potential opportunities and limitations of applying VR and AR in NPD process. In the second phase, a quantitative study was carried out to assess the apparel consumers’ awareness on VR or AR applications, perceptions on such technologies, and intention to use such technologies in the context of apparel business. Data collection consisted of 10 in-depth interviews with experts in the industry and 94 survey responses from apparel consumers in the United Kingdom. It is concluded that VR and AR technologies will be enablers for NPD’s success in the apparel industry in providing quick responses to consumers to enhance the performance of the new products.
In the wake of the remarkable popularity of augmented reality (AR) games, immersion has emerged as a key trend, raising questions about the role immersion plays in games and the manner in which humans actually experience it. Focusing on immersion in AR games, this study investigates the game-playing experience to determine whether users have favorable responses and how players’ experiences of immersion influence their satisfaction with and attitude toward AR games. It proposes an AR-game-experience model based on integrating cognitive and motivational constructs as the primary influencing cues. The results validate that the proposed model explains and predicts user experience of AR games highly adequately. The model exhibits adequate measurement properties and highlights engagement factors as distinct constructs. The results indicate the users’ perspective of immersion, implying a new conceptualization of immersion as well as the need for user-based engagement measures.
This study investigates the user experience to clarify what it is like to experience stories in VR (virtual reality) and how immersion influences story experiences in immersive storytelling. This study explores the immersive storytelling context, developing and testing a VR experience model that integrates presence, flow, empathy, and embodiment. The results imply that users’ personal traits correlates immersion in VR: user experience in VR depend on individual traits, which in turns influence how strongly users immerse in a VR. The way users view and accept VR stories derives from the way they envisage and intend to experience them. Rather than simply being influenced by technological features, users have intentional and purposeful control over VR stories. The findings of this study suggest that the cognitive processes by which users experience quality, presence, and flow determine how they will empathize with and embody VR stories.
Increasingly, retailers rely on interactive technologies to improve consumers' shopping experiences. On the one side, interactive kiosks and smart mirrors make use of dedicated devices and software to explain, configure, and recommend products. On the other side, computer programs – so-called apps – are installed on the consumer's own device for the same purpose. They can be used at home, or – if installed on a mobile device – in retail outlets or on the move. In all cases, augmented reality (AR) can support these purposes by placing virtual content (e.g. new furniture) in a real environment (the consumer's home). The overall perception and acceptance toward such interactive technologies are discussed in this paper. Users' perceptions and experiences are measured by applying a modified technology acceptance model (TAM). Four experiments, two with marker-based and two with markerless AR apps are presented to support the generalization of the results, the measurement models and the measurement approach. The results are satisfactory with regard to the robustness of the TAM model. However, the relative importance of hedonic (enjoyment, pleasure, fun) and utilitarian (information) aspects varies for different kinds of AR apps and has to be considered for improvement to occur. From a measurement point of view the acquiescence bias has to be dealt with when developing scale items.
Retail settings are being challenged to become smarter and provide greater value to both consumers and retailers. An increasingly recognised approach having potential for enabling smart retail is mobile augmented reality (MAR) apps. In this research, we seek to describe and discover how, why and to what extent MAR apps contribute to smart retail settings by creating additional value to customers as well as benefiting retailers. In particular, by adopting a retail customer experience perspective on value creation, analysing the content of MAR shopping apps currently available, and conducting large-scale surveys on United States smartphone users representing early technology adopters, we assess level of use, experiential benefits offered, and retail consequences. Our findings suggest that take-up is set to go mainstream as user satisfaction is relatively high and their use provides systematic experiential benefits along with advantages to retailers. Despite some drawbacks, their use is positively associated with multiple retail consequences. MAR apps are seen as changing consumer behaviour and are associated with increasingly high user valuations of retailers offering them. Implications for more effective use to enable smart retail settings are discussed.
The paper investigates two augmented reality (AR) applications and corresponding consumer responses to their media characteristics. Firstly, it discusses the role of interactivity with AR technology. Secondly, it introduces augmentation as a salient media characteristic of AR applications and tests measurement items of perceived augmentation. Two experimental studies replicate the research design of van Noort et al. (2012), applying it in the context of AR. The results show that perceived augmentation represents a fitting concept for understanding consumer responses to AR features and, furthermore, that flow mediates effects of perceived augmentation on consumers’ affective responses and behavioral intentions. AR features on the other hand do not increase perception of interactivity. Finally, implications of the study and further research directions are discussed.
Keywords: Augmented reality, Augmentation, Interactivity, Flow, Affective responses, Behavioral intentions
Summary statement of contribution
This research represents an early study of augmented reality (AR) in consumer behavior and is the first to show that consumers perceive the AR features to create a convincing simulation of objects in real-time. Two experimental studies confirm that this perceived augmentation affects attitudes towards the application, as well as revisit and repurchase intentions, and that these effects are mediated by flow. However, AR applications at this stage are not perceived to be more interactive than non-AR applications.
Contemporary consumer behavior research largely conceptualizes post-decision evaluation processes in terms of decision confidence; anticipated regret and satisfaction; and decision and consumption satisfaction. The current research broadens this view, arguing that people additionally experience varying degrees of decision comfort that are distinct from other post-decision evaluations. The authors argue that comfort is a soft-positive emotion thus far unexamined in relation to decision processes and present nine studies that (i) develop and validate two scales to measure decision comfort, (ii) demonstrate the discriminant validity of decision comfort relative to numerous other post-decision constructs, and (iii) examine the unique downstream consequences of decision comfort. The results show that an individual may be quite comfortable with a decision despite being uncertain about the optimality and/or the anticipated consequences of that decision (e.g., satisfaction or regret). It is demonstrated that decision comfort responds to affect-relevant cues and tends to rely less on comparisons between the chosen and foregone options (i.e., it tends to be a less comparative evaluation). Decision comfort is also shown to account for a sizable proportion of consumers’ overall decision evaluations and to have meaningful downstream consequences on marketing-relevant variables (e.g., choice commitment and the likelihood of recommending).
Sportswear, including sports shoes, becomes a common and popular category because it gives young people a more relax lifestyle and greater versatility and comfort. lt is believed that consumers prefer products of developed countries to products of developing or underdeveloped countries. This study tries to compare consumer behaviors for sports shoes in China and Korea. Our research model analyzed relationships among country-of-origin, perceived quality, perceived price, brand image and purchase intention for sports shoes in Korea and China. The country-of-origin was not found to play a significant role in Korea. But it was found to positively influence perceived quality in China. Brand image was found to play an important role in influencing perceived quality and perceived price in Korea and China. Perceived quality was found to influence positively purchase intention in both countries. Perceived price was found to negatively influence purchase intention in China. Implications drawn from this study were discussed.
This study estimates a path model to examine the relationships among marketing mix elements, brand attitudes and purchase intentions, and compares the path models between global and domestic SPA brands. For this study, four SPA brands, including domestic brands (Codes Combine and Who-a-u) and global brands (Zara and Uniqlo), were selected based on purchase experience with the brands. A total of 276 usable responses were obtained from Korean consumers aged from 18 to 32 who met the major target audience of the selected SPA brands in Korea. Finding showed that marketing mix elements consisted of “merchandise assortment”, “store”, and “lower pricing” in the SPA brands. For the total sample, an estimated model showed that “merchandise assortment” and “store” were significantly related to brand attitude strength, which led to purchase intentions. Multi-group analysis indicated that there were significant differences in the effects of “store” on cognitive attitude and on purchase intentions between global and domestic brands, and significant difference in the effect of affective attitude on purchase intentions between the two groups. Managerial implications were discussed in relation to devising a strategic marketing mix for a successful fast fashion business in a competitive marketplace.
Although in recent years research in innovation management in retail industries have increased drastically, most of these industries have focused only on addressing consumers' acceptance of the most effective novel systems. For these reasons, a deeper understanding is needed in three main areas: the innovation management approaches in retail industry, the degree of innovation heterogeneity, and the innovation drivers. Starting from these evidences, this paper identifies to what extent there are similarities and differences in the main innovation drivers in retailing if compared to other sectors (i.e. education, game, etc.).
In recent years, shopping places are assuming the characteristics of entertainment places. For this reason, many researches are focusing on the best application of new technologies in the stores (i.e. plasma screens, touch screens, interactive kiosks, etc.) in order to improve consumers' satisfaction and influence their buying behaviour.
Moreover, many researches carried out the importance of the link productterritory, which is one of the main factors which influence the local products buying behaviour.
The aim of this research is to investigate the consumers' response about the use of Augmented Reality techniques in retailing of local products of Magna Grcia. To demonstrate the useful of AR for these products, we chose two silver amphorae, reproduced from the original ones used by Greeks during the colonization period of Magna Grcia (VIII cent. B.D. and I cent. A.D.). These products are displayed in a virtual environment, reconstructed via computer, which represents the market place of that historical period.
Augmented Reality techniques allow to combine real and virtual elements to increase the consumers' feeling of immersion. In this way, the system underlines the link productterritory and allows consumer to live an experience more attracting and exciting.
The virtual reconstructions have been realized by using he software Quest3D, which allows the creation of real-time 3D applications. In this scenario, it possible to exploit the stereoscopy, which gives user a perception of 3-dimensionality of the images. The effect is caused by the combination of 2 images of the same object from different points of view.
Consumers wear special glasses with polarized lens to visualize them. These glasses give consumer the feeling of immersion in the virtual environments.
A sample of consumers visited it and has been interviewed.
During the research we used the qualitative method of in-depht interviews, which have been analyzes through a software for the content analysis.
Data carried out allow to improve the system according to interviewed opinion, to develop new retailing strategies in order to influence consumer buying behaviour and promote in a new attractive way Calabrian local products.
Purpose
– The purpose of this paper is to examine the extent to which presence, media richness, and narrative experiences yield the highest experiential value in augmented-reality interactive technology (ARIT).
Design/methodology/approach
– A survey is performed to collect data. Valid questionnaires of 344 ARIT users are identified. The hypothesized associations are analyzed using structure equation modeling.
Findings
– Empirical results indicate that narrative experience induces a higher experiential value than other simulative experiences, including presence and media richness.
Practical implications
– Results of this study provide a valuable reference for managers attempting to design an ARIT process in order to optimize the experiential value in various online simulation environments.
Originality/value
– This study adopts an integrated framework that incorporates narrative theory, media richness theory, and presence in the online ARIT. Exactly how narrative experience, media richness, and presence affect the formation of experiential value in the ARIT process is explored as well.
The purpose was to examine the relationships among gender, fashion leadership, need for affect, and consumers' apparel shopping preference. A survey was conducted using a convenience sample of 351 college students from a university in the Midwest. The hypotheses were tested first with multivariate analysis of variance followed by analysis of variance. Women had a greater fashion innovativeness and opinion leadership than men. Compared to men and fashion followers, women and fashion leaders had a greater tendency to enjoy processing feelings during apparel shopping. Women, fashion leaders, and participants with a higher need for affect showed a greater shopping preference than men, fashion followers, and participants with lower need for affect. This study contributed to current research by (i) adding fashion leadership and need for affect as personal determinants of apparel shopping preferences, (ii) highlighting the importance of consumers' personal traits and epistemic values in shopping preference theory, and (iii) extending current understanding of consumers' exploratory behavior during shopping. Results of the study could help apparel marketers and retailers build stronger customer loyalty to their stores.
The purpose of this research is to reconcile seemingly inconsistent findings regarding the effects of interactivity on communication outcomes such as attitude toward the website in two different interactivity research streams (i.e., actual interactivity vs. perceived interactivity) by proposing that perceived interactivity mediates the effect of actual interactivity on attitude toward the website. Empirical evidence supports the mediating role of perceived interactivity. Implications of the findings are discussed in terms of building a theory of interactivity and providing practical insights into interactive advertising and marketing communications.
New communication technologies are creating new challenges for the advertising industry. While digital and high definition television, e-mail, the World Wide Web, and other new technologies represent new possibilities for advertisers, there is little information available regarding how to take advantage of them. There are indications that applying traditional models, designed for media that provide users with a passive, impersonal experience, will be unsuccessful for the new interactive digital media. A growing body of research and theory on the concept of presence may provide a valuable framework for advertisers as they try to adapt to the changing media environment. This paper considers some of the ways advertising is evolving to incorporate interactive media and how work on presence can guide that evolution.
In light of a growing interest in the use of social media marketing (SMM) among luxury fashion brands, this study set out to identify attributes of SMM activities and examine the relationships among those perceived activities, value equity, relationship equity, brand equity, customer equity, and purchase intention through a structural equation model. Five constructs of perceived SSM activities of luxury fashion brands are entertainment, interaction, trendiness, customization, and word of mouth. Their effects on value equity, relationship equity, and brand equity are significantly positive. For the relationship between customer equity drivers and customer equity, brand equity has significant negative effect on customer equity while value equity and relationship equity show no significant effect. As for purchase intention, value equity and relationship equity had significant positive effects, while relationship equity had no significant influence. Finally, the relationship between purchase intention and customer equity has significance. The findings of this study can enable luxury brands to forecast the future purchasing behavior of their customers more accurately and provide a guide to managing their assets and marketing activities as well.
The importance of building relationships with customers is well documented, yet the role of consumer comfort in service relationships has not been fully explored. The authors report their efforts to measure and ascertain the importance of this construct in service relationships. Their findings provide evidence that consumer comfort has a significant and incremental impact on satisfaction, trust, commitment, and active voice with service providers. Furthermore, this variable appears to provide incremental understanding of the traditional satisfaction-trust-commitment paradigm. A scale of consumer comfort is developed that exhibits validity and reliability across two provider types.
Purpose
This study aims to examine the causal relationships among fashion involvement, positive emotion, hedonic consumption tendency, and fashion‐oriented impulse buying in the context of shopping.
Design/methodology/approach
A self‐administered questionnaire developed from the literature was administered to 217 college students during a scheduled class. They were enrolled at one metropolitan university in a southwestern state in the USA. A structural equation model using a correlation matrix with maximum likelihood was estimated by LISREL 8.53.
Findings
Fashion involvement and positive emotion had positive effects on consumers' fashion‐oriented impulse buying behavior with fashion involvement having the greatest effect. Hedonic consumption tendency was an important mediator in determining fashion‐oriented impulse buying.
Research limitations/implications
This study was limited to college students at one metropolitan university in a southwestern state in the USA and to general fashion products.
Practical implications
Retailers may encourage consumers' positive emotion through strategies such as store design, product displays, package design, and sales. A focus on entertainment, interest, and excitement may be as important as getting the right mix of merchandise and pricing. Other retail strategies might be to stress the relative rationality and non‐economic rewards of impulse buying in advertising efforts; to make impulse purchases more risk free through convenient return policies; and to increase enablers such as offering credit and extending store hours.
Originality/value
Few studies exist for predicting fashion‐oriented impulse buying behavior. This study addresses the need to examine impulse buying behavior related to fashion products.