Influence of Augmented Reality on Shopping Behavior
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216224%3A14560%2F23%3A00130606" target="_blank" >RIV/00216224:14560/23:00130606 - isvavai.cz</a>
Result on the web
<a href="https://www.emerald.com/insight/content/doi/10.1108/MD-02-2022-0136/full/html" target="_blank" >https://www.emerald.com/insight/content/doi/10.1108/MD-02-2022-0136/full/html</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.1108/MD-02-2022-0136" target="_blank" >10.1108/MD-02-2022-0136</a>
Alternative languages
Result language
angličtina
Original language name
Influence of Augmented Reality on Shopping Behavior
Original language description
Purpose – Digital technologies emerged as innovative avenues for launching new products, advertising brands, increasing customer awareness and thus leaving a remarkable impact on the online marketplace. The present study analyzed the effects of crucial antecedents of AR interactive technology on customers’ behavior toward AR-based e-commerce websites. Design/methodology/approach – Convenience sampling was used to collect primary data from 357 iGen respondents aged 16–22 years; residing in New Delhi and the NCR region of India and examined using the structural equation modeling technique. Findings – Results revealed that technology anxiety and virtuality significantly influence customers’ attitudes and behavioral intentions toward AR-based e-commerce websites. However, interactivity and innovativeness remain non-significant. Additionally, non-significant moderating effects were identified for the moderators, i.e. trust and need for touch. At the same time, gender has a significant moderating effect only for the association between technology anxiety and attitude toward AR-based e-commerce websites. Research limitations/implications – The study summarizes numerous theoretical and managerial implications for AR-based website designers and policymakers, followed by the crucial limitations and directions for future research. Originality/value – The present research provides a significant understanding of the e-commerce industry by providing valuable insights about young iGen consumers’ perceptions of AR-based e-commerce websites.
Czech name
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Czech description
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Classification
Type
J<sub>imp</sub> - Article in a specialist periodical, which is included in the Web of Science database
CEP classification
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OECD FORD branch
50200 - Economics and Business
Result continuities
Project
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Continuities
V - Vyzkumna aktivita podporovana z jinych verejnych zdroju
Others
Publication year
2023
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Name of the periodical
MANAGEMENT DECISION
ISSN
0025-1747
e-ISSN
1758-6070
Volume of the periodical
61
Issue of the periodical within the volume
7
Country of publishing house
GB - UNITED KINGDOM
Number of pages
26
Pages from-to
2073-2098
UT code for WoS article
001033198300001
EID of the result in the Scopus database
2-s2.0-85158845103