{"title":"A configurational analysis of the causes of the discontinuance behavior of augmented reality (AR) apps in e-commerce","authors":"Yedi Wang , Yushi Jiang , Renhuai Liu , Miao Miao","doi":"10.1016/j.elerap.2023.101355","DOIUrl":null,"url":null,"abstract":"<div><p>The discontinuance behavior of augmented reality (AR) apps is a significant challenge for enterprises providing long-term services. While AR technology has been widely used in e-commerce, most consumers are not prone to continue using AR apps after briefly experiencing them. The literature lacks a deep understanding of the antecedent conditions of the discontinuance behavior of AR apps in this context and is limited by inconsistent findings; thus, there is a need for an integrated theoretical framework. Based on the two-factor theoretical model, this research focused on six influencing factors from the perspectives of enablers, inhibitors, and individual factors to explore complex discontinuance behavior. In accordance with this theoretical objective, fuzzy-set qualitative comparative analysis (fsQCA), an emerging configuration analysis approach, was adopted. Data were collected from 285 consumers with AR experience on Jingdong, one of the largest e-commerce platforms in China. The fsQCA results revealed multiple configurations for the high and non-high discontinuance behavior of AR apps. Specifically, although system quality and technology anxiety play core roles, discontinuance behavior is also highly dependent on other factors. From these results, five (three) antecedent configurations leading to the high (non-high) discontinuance behavior of AR apps were derived. This research enriches the understanding of the complex, asymmetric, and equivalent causes of the discontinuance behavior of AR apps and provides novel insights that will enable management practitioners to take appropriate countermeasures.</p></div>","PeriodicalId":50541,"journal":{"name":"Electronic Commerce Research and Applications","volume":null,"pages":null},"PeriodicalIF":5.9000,"publicationDate":"2023-12-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://www.sciencedirect.com/science/article/pii/S1567422323001205/pdfft?md5=526a4511890dc54a82db90ceb6c82499&pid=1-s2.0-S1567422323001205-main.pdf","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Electronic Commerce Research and Applications","FirstCategoryId":"91","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S1567422323001205","RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0
Abstract
The discontinuance behavior of augmented reality (AR) apps is a significant challenge for enterprises providing long-term services. While AR technology has been widely used in e-commerce, most consumers are not prone to continue using AR apps after briefly experiencing them. The literature lacks a deep understanding of the antecedent conditions of the discontinuance behavior of AR apps in this context and is limited by inconsistent findings; thus, there is a need for an integrated theoretical framework. Based on the two-factor theoretical model, this research focused on six influencing factors from the perspectives of enablers, inhibitors, and individual factors to explore complex discontinuance behavior. In accordance with this theoretical objective, fuzzy-set qualitative comparative analysis (fsQCA), an emerging configuration analysis approach, was adopted. Data were collected from 285 consumers with AR experience on Jingdong, one of the largest e-commerce platforms in China. The fsQCA results revealed multiple configurations for the high and non-high discontinuance behavior of AR apps. Specifically, although system quality and technology anxiety play core roles, discontinuance behavior is also highly dependent on other factors. From these results, five (three) antecedent configurations leading to the high (non-high) discontinuance behavior of AR apps were derived. This research enriches the understanding of the complex, asymmetric, and equivalent causes of the discontinuance behavior of AR apps and provides novel insights that will enable management practitioners to take appropriate countermeasures.
对于提供长期服务的企业来说,增强现实(AR)应用程序的中断行为是一项重大挑战。虽然 AR 技术已广泛应用于电子商务领域,但大多数消费者在短暂体验 AR 应用程序后并不愿意继续使用。在此背景下,文献缺乏对AR应用中断行为前因条件的深入理解,且研究结果不一致,因此需要一个综合的理论框架。本研究在双因素理论模型的基础上,重点从促进因素、抑制因素、个体因素等角度出发,从六个影响因素入手,探讨复杂的中止行为。根据这一理论目标,研究采用了模糊集定性比较分析(fsQCA)这一新兴的配置分析方法。研究收集了 285 名消费者在中国最大的电子商务平台之一京东上的 AR 体验数据。FsQCA的结果显示了AR应用高中断率和非高中断率行为的多种配置。具体而言,虽然系统质量和技术焦虑起着核心作用,但中断行为也高度依赖于其他因素。根据这些结果,得出了导致 AR 应用程序高(非高)中断行为的五个(三个)前因配置。这项研究丰富了人们对导致 AR 应用程序中断行为的复杂、不对称和等效原因的理解,并提供了新颖的见解,有助于管理实践者采取适当的对策。
期刊介绍:
Electronic Commerce Research and Applications aims to create and disseminate enduring knowledge for the fast-changing e-commerce environment. A major dilemma in e-commerce research is how to achieve a balance between the currency and the life span of knowledge.
Electronic Commerce Research and Applications will contribute to the establishment of a research community to create the knowledge, technology, theory, and applications for the development of electronic commerce. This is targeted at the intersection of technological potential and business aims.