Author ORCID Identifier
Voon-Hsien Lee: https://orcid.org/0000-0002-8723-8219
Xiu-Ming Loh: https://orcid.org/0000-0003-0649-9183
Lai-Ying Leong: https://orcid.org/0000-0001-7283-0300
Garry Wei-Han Tan: https://orcid.org/0000-0003-2974-2270
Keng-Boon Ooi: https://orcid.org/0000-0002-3384-1207
Abstract
Mobile augmented reality (AR) is a tool that offers consumers an immersive and enjoyable experience that enables them to learn more about the products/services before making a purchase decision. Given its nascent application in the online retail (e-tailing) space, this study uses the Stimulus-Organism-Response (SOR) model to assess the influences of mobile AR and personal characteristics on the consumers’ utilitarian, hedonic, and experiential value that subsequently stimulate their urge to impulse purchase. A hybrid approach consisting of Necessary Condition Analysis, Partial Least Squares-Structural Equation Modeling, and Artificial Neural Network were used to assess the data gathered from an online survey (n = 407). While all antecedents were revealed to be necessary, interactivity and self-efficacy did not significantly affect hedonic value. In addition, over 70% of the variance for the urge to impulse purchase was captured in this study. Overall, this study's conclusions offer significant theoretical as well as practical implications for stakeholders, which includes AR developers, e-tailers, and brand managers.
Recommended Citation
Lee, V., Loh, X., Leong, L., Tan, G., & Ooi, K. (In press). Augmented Reality in E-Tailing: Unveiling the Determinants of Consumers’ Urge to Impulse Purchase. Communications of the Association for Information Systems, 58, pp-pp. Retrieved from https://aisel.aisnet.org/cais/vol58/iss1/59
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