Augmented reality characteristics as drivers of consumers’ purchase intention

IF 3.8 Q2 BUSINESS

EuroMed Journal of Business Pub Date : 2024-04-23 DOI:10.1108/emjb-04-2023-0114

Kleopatra Konstantoulaki, Ioannis Rizomyliotis, Eunice Ang, Nguyen Thu Quynh

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引用次数: 0

Abstract

Purpose

The purpose of this study is to investigate the influence of augmented reality (AR) media characteristics on consumers’ purchase intention (PI) for fashion goods within the fashion industry context.

Design/methodology/approach

This study establishes five independent variables of salient AR media characteristics derived from existing studies which includes interactivity, vividness, augmentation, simulated physical control and environmental embedding. A quantitative online survey method is conducted with a sample of 172 respondents.

Findings

The findings suggest that all five AR media characteristics have a positive and significant influence on consumers’ PI for fashion goods. Among these five characteristics, interactivity and simulated physical control have the strongest positive impact on PI, followed by vividness, environmental embedding and augmentation.

Originality/value

This study provides valuable insights for fashion brands to better understand the media characteristics that consumers may be looking out for in AR experiences that could have an influence on their PI for fashion goods. This study also contributes to the literature by identifying the most influential AR media characteristics in the context of the fashion industry.

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消费者购买意向的增强现实特征驱动因素

目的本研究旨在调查增强现实（AR）媒体特征对时尚产业背景下消费者时尚商品购买意向（PI）的影响。设计/方法/方法本研究根据现有研究建立了五个自变量的突出 AR 媒体特征，包括互动性、生动性、增强性、模拟物理控制和环境嵌入。研究结果表明，所有五个 AR 媒体特征都对消费者购买时尚商品的 PI 有积极而显著的影响。在这五种特征中，互动性和模拟物理控制对消费者对时尚商品的购买意愿产生的积极影响最大，其次是生动性、环境嵌入和增强性。本研究还确定了在时尚产业背景下最具影响力的 AR 媒体特征，为相关文献做出了贡献。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

EuroMed Journal of Business BUSINESS-

CiteScore

9.80

自引率

19.20%

发文量

期刊介绍： The EuroMed Journal of Business (EMJB) is the premier publication facilitating dialogue among researchers from Europe and the Mediterranean. It plays a vital role in generating and disseminating knowledge about various business environments and trends in this region. By offering an up-to-date overview of emerging business practices in specific countries, EMJB serves as a valuable resource for its readers. As the official journal of the EuroMed Academy of Business, EMJB is committed to reflecting the economic growth seen in the European-Mediterranean region. It aims to be a focused and targeted business journal, highlighting environmental opportunities, threats, and marketplace developments in the area. Through its efforts, EMJB promotes collaboration and open dialogue among diverse research cultures and practices. EMJB serves as a platform for debating and disseminating research findings, new research areas and techniques, conceptual developments, and practical applications across various business segments. It seeks to provide a forum for discussing new ideas in business, including theory, practice, and the issues that arise within the field.