A Conceptual Model of Mobile Augmented Reality Features Driving Immersion, Choice Confidence, and Purchase Intention of Cosmetic Consumers Using S-O-R

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F62690094%3A18450%2F25%3A50022752" target="_blank" >RIV/62690094:18450/25:50022752 - isvavai.cz</a>

Výsledek na webu

<a href="https://kwpublications.com/papers/detail/IJARBSS/17343/A-Conceptual-Model-of-Mobile-Augmented-Reality-Features-Driving-Immersion-Choice-Confidence-and-Purchase-Intention-of-Cosmetic-Consumers-Using-S-O-R" target="_blank" >https://kwpublications.com/papers/detail/IJARBSS/17343/A-Conceptual-Model-of-Mobile-Augmented-Reality-Features-Driving-Immersion-Choice-Confidence-and-Purchase-Intention-of-Cosmetic-Consumers-Using-S-O-R</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.6007/IJARBSS/v15-i7/26026" target="_blank" >10.6007/IJARBSS/v15-i7/26026</a>

Jazyk výsledku

angličtina

Název v původním jazyce

A Conceptual Model of Mobile Augmented Reality Features Driving Immersion, Choice Confidence, and Purchase Intention of Cosmetic Consumers Using S-O-R

Popis výsledku v původním jazyce

Consumers are increasingly shifting from offline to online shopping platforms, with the introduction of immersive technologies enhancing this transition. This conceptual paper examines the effect of Mobile Augmented Reality (MAR) features on purchase intentions in cosmetic industry. Choice confidence is introduced as a factor positively impacting purchase intention. A deductive approach is used, with a purposive sampling technique. The study contributes to the theory by incorporating choice confidence as a mediator between immersion and purchase intention using the Stimulus-Organism-Response (SOR) model. It aims to enrich the literature on MAR apps in retail and to understand the antecedents and drivers of purchase intention within the cosmetic industry. The findings offer practical guidelines for understanding consumer behaviour in a mediated environment, given the rapid adoption of technology and e-commerce. This research provides valuable insights into how MAR features influence consumer purchase intentions, highlighting the importance of choice confidence and immersion. In practice, the understanding helps businesses to develop effective marketing strategies leveraging immersive technologies to enhance consumer engagement and drive sales. In conclusion, this conceptual paper illuminates the complex relationships between MAR features, immersion, choice confidence, and purchase intention, providing both theoretical and practical contributions to online marketing and consumer behaviour research.

Název v anglickém jazyce

A Conceptual Model of Mobile Augmented Reality Features Driving Immersion, Choice Confidence, and Purchase Intention of Cosmetic Consumers Using S-O-R

Popis výsledku anglicky

Consumers are increasingly shifting from offline to online shopping platforms, with the introduction of immersive technologies enhancing this transition. This conceptual paper examines the effect of Mobile Augmented Reality (MAR) features on purchase intentions in cosmetic industry. Choice confidence is introduced as a factor positively impacting purchase intention. A deductive approach is used, with a purposive sampling technique. The study contributes to the theory by incorporating choice confidence as a mediator between immersion and purchase intention using the Stimulus-Organism-Response (SOR) model. It aims to enrich the literature on MAR apps in retail and to understand the antecedents and drivers of purchase intention within the cosmetic industry. The findings offer practical guidelines for understanding consumer behaviour in a mediated environment, given the rapid adoption of technology and e-commerce. This research provides valuable insights into how MAR features influence consumer purchase intentions, highlighting the importance of choice confidence and immersion. In practice, the understanding helps businesses to develop effective marketing strategies leveraging immersive technologies to enhance consumer engagement and drive sales. In conclusion, this conceptual paper illuminates the complex relationships between MAR features, immersion, choice confidence, and purchase intention, providing both theoretical and practical contributions to online marketing and consumer behaviour research.

Druh

J_ost - Ostatní články v recenzovaných periodicích

CEP obor

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OECD FORD obor

10201 - Computer sciences, information science, bioinformathics (hardware development to be 2.2, social aspect to be 5.8)

Projekt

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Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2025

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název periodika

International Journal of Academic Research in Business and Social Sciences

ISSN

2222-6990

e-ISSN

2222-6990

Svazek periodika

15

Číslo periodika v rámci svazku

7

Stát vydavatele periodika

PK - Pákistánská islámská republika

Počet stran výsledku

10

Strana od-do

1160-1169

Kód UT WoS článku

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EID výsledku v databázi Scopus

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