{"title":"The role of augmented reality in shaping purchase intentions and WOM for luxury products","authors":"Darragi Nawres , Bahri-Ammari Nedra , Anish Yousaf , Abhishek Mishra","doi":"10.1016/j.jbusres.2023.114368","DOIUrl":null,"url":null,"abstract":"<div><p>The literature examining the influence of augmented reality (AR)-driven experiences on consumer outcomes in retail is at an emerging stage, with little investigation conducted in the context of luxury products. Leveraging the affect-as-information theory and the stimulus-organism–response framework, this study examines the influence of AR-driven application experience for luxury brands on consumers’ affective responses (flow, emotional involvement, and pleasure), and cognitive responses (trust and experience satisfaction). These, in turn, enhance behavioural responses, in the form of purchase intention and word of mouth. The effects are tested for products with different levels of tactile input requirement. The current study sensitizes luxury brands about the important role of AR-based applications in driving product sales and the emergence of modern technologies as part of omnichannel strategies.</p></div>","PeriodicalId":15123,"journal":{"name":"Journal of Business Research","volume":"171 ","pages":"Article 114368"},"PeriodicalIF":10.5000,"publicationDate":"2023-11-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Business Research","FirstCategoryId":"91","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S0148296323007270","RegionNum":1,"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 literature examining the influence of augmented reality (AR)-driven experiences on consumer outcomes in retail is at an emerging stage, with little investigation conducted in the context of luxury products. Leveraging the affect-as-information theory and the stimulus-organism–response framework, this study examines the influence of AR-driven application experience for luxury brands on consumers’ affective responses (flow, emotional involvement, and pleasure), and cognitive responses (trust and experience satisfaction). These, in turn, enhance behavioural responses, in the form of purchase intention and word of mouth. The effects are tested for products with different levels of tactile input requirement. The current study sensitizes luxury brands about the important role of AR-based applications in driving product sales and the emergence of modern technologies as part of omnichannel strategies.
期刊介绍：
The Journal of Business Research aims to publish research that is rigorous, relevant, and potentially impactful. It examines a wide variety of business decision contexts, processes, and activities, developing insights that are meaningful for theory, practice, and/or society at large. The research is intended to generate meaningful debates in academia and practice, that are thought provoking and have the potential to make a difference to conceptual thinking and/or practice. The Journal is published for a broad range of stakeholders, including scholars, researchers, executives, and policy makers. It aids the application of its research to practical situations and theoretical findings to the reality of the business world as well as to society. The Journal is abstracted and indexed in several databases, including Social Sciences Citation Index, ANBAR, Current Contents, Management Contents, Management Literature in Brief, PsycINFO, Information Service, RePEc, Academic Journal Guide, ABI/Inform, INSPEC, etc.
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