The influence of mobile augmented reality on consumer behavior: Insights into affective, cognitive, and behavioral responses

Lingam Naveen, Irfan KHAN, Abu SALEH, Rabi Narayan Subudhi

Research output: Contribution to journalArticlepeer-review

Abstract

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.
Original languageEnglish
Article number108558
Pages (from-to)1-15
Number of pages15
JournalComputers in Human Behavior
Volume165
DOIs
Publication statusPublished - 10 Jan 2025

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