TY - JOUR
T1 - The influence of mobile augmented reality on consumer behavior: Insights into affective, cognitive, and behavioral responses
AU - Naveen, Lingam
AU - KHAN, Irfan
AU - SALEH, Abu
AU - Subudhi, Rabi Narayan
N1 - Publisher Copyright:
© 2025 The Authors
PY - 2025/1/10
Y1 - 2025/1/10
N2 - Despite the growing application of Mobile Augmented Reality (MAR) in retail, research lacks empirical focus on how MAR influences the consumer decision-making process through affective, cognitive, and behavioral responses. This study investigates the effects of interactivity, system quality, perceived informativeness, and reality congruence on consumers' emotional and behavioral responses. A preliminary survey identified the product and platform for experiment, and an experimental study tested MAR's effects on 125 female participants. Results highlight that the AR-enabled condition exerts a stronger effect on consumer purchase and continuance intentions. The findings offer practical insights for retailers on leveraging MAR to optimize customer satisfaction and purchasing behavior.
AB - Despite the growing application of Mobile Augmented Reality (MAR) in retail, research lacks empirical focus on how MAR influences the consumer decision-making process through affective, cognitive, and behavioral responses. This study investigates the effects of interactivity, system quality, perceived informativeness, and reality congruence on consumers' emotional and behavioral responses. A preliminary survey identified the product and platform for experiment, and an experimental study tested MAR's effects on 125 female participants. Results highlight that the AR-enabled condition exerts a stronger effect on consumer purchase and continuance intentions. The findings offer practical insights for retailers on leveraging MAR to optimize customer satisfaction and purchasing behavior.
KW - augmented reality
KW - Consumer behavior
KW - consumer decision process
KW - Augmented Reality
KW - Cognitive and affective attitude
KW - Mobile app attitude
KW - Mobile Augmented Reality
KW - Purchase intention
KW - Consumer decision making process
UR - http://www.scopus.com/inward/record.url?scp=85214344368&partnerID=8YFLogxK
U2 - 10.1016/j.chb.2025.108558
DO - 10.1016/j.chb.2025.108558
M3 - Article
SN - 0747-5632
VL - 165
SP - 1
EP - 15
JO - Computers in Human Behavior
JF - Computers in Human Behavior
M1 - 108558
ER -