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

IF 9 1区心理学 Q1 PSYCHOLOGY, EXPERIMENTAL

Computers in Human Behavior Pub Date : 2025-01-07 DOI:10.1016/j.chb.2025.108558

Lingam Naveen , Md Irfanuzzaman Khan , Md Abu Saleh , Rabi Narayan Subudhi

引用次数: 0

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.

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移动增强现实对消费者行为的影响：对情感、认知和行为反应的洞察

尽管移动增强现实（MAR）在零售业中的应用越来越多，但研究缺乏对MAR如何通过情感、认知和行为反应影响消费者决策过程的实证关注。本研究探讨互动性、系统品质、感知资讯性和现实一致性对消费者情绪和行为反应的影响。初步调查确定了实验产品和平台，并进行了一项实验研究，测试了MAR对125名女性参与者的影响。结果表明，增强现实条件对消费者购买意愿和继续意愿的影响更大。研究结果为零售商利用MAR优化顾客满意度和购买行为提供了实用的见解。

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

Computers in Human Behavior Multiple-

CiteScore

19.10

自引率

4.00%

发文量

381

审稿时长

40 days

期刊介绍： Computers in Human Behavior is a scholarly journal that explores the psychological aspects of computer use. It covers original theoretical works, research reports, literature reviews, and software and book reviews. The journal examines both the use of computers in psychology, psychiatry, and related fields, and the psychological impact of computer use on individuals, groups, and society. Articles discuss topics such as professional practice, training, research, human development, learning, cognition, personality, and social interactions. It focuses on human interactions with computers, considering the computer as a medium through which human behaviors are shaped and expressed. Professionals interested in the psychological aspects of computer use will find this journal valuable, even with limited knowledge of computers.