Algorithm-based augmented reality increases website visit duration and total online purchase amount: Role of mindfulness

Abstract

This study integrates embedded cognition theory and mindfulness theory to investigate the role of algorithm-based AR (AAR) retail services in seamless shopping experiences in a cross-retail context. After using mixed research methods (experimental manipulation and a scenario-based survey), the results reveal that two elements of AAR retail services (human–algorithm interaction and activity-related authenticity) indirectly improve shopping duration and shopping cart amount at the official website. Mindfulness is the psychological mechanism through which consumers may perceive a seamless experience between the AR component and the official website of an online retail service. Even so, retailers and brands should develop AR/website interfaces based on the degree of the technology readiness (TR) of their consumers. This is a pioneer study on the impact of AAR in a cross-retail context.