This study, utilizing construal level theory, aims to understand the underlying effect of perceived proximity to a virtual product on perceived purchase intention in the near future through perceived measurement feedback and perceived generality. This research examines a lab experiment to test six hypotheses. Results indicate that perceived proximity to virtual products enhances perceived measurement feedback and, thereby, perceived generality. In addition, perceived generality fully mediates the effect of perceived measurement feedback on perceived purchase intention in the near future when consumers interact with non-augmented reality applications. In contrast, perceived measurement feedback directly influences perceived purchase intention in the near future in AR applications. Furthermore, the absence of product in consumers’ consideration set dilutes the effect of perceived generality on perceived purchase intention in the near future when consumers interact with non-augmented reality application. This study suggests several managerial implications for AR developers and online retail managers.

本研究利用解释水平理论，旨在通过感知测量反馈和感知普遍性来了解感知与虚拟产品的接近程度对近期感知购买意愿的潜在影响。本研究通过一项实验室实验来检验六个假设。结果表明，对虚拟产品的感知接近度增强了感知的测量反馈，从而增强了感知的普遍性。此外，当消费者与非增强现实应用交互时，感知普遍性完全中介了感知测量反馈对感知购买意愿的影响。相比之下，感知测量反馈直接影响 AR 应用中近期的感知购买意愿。此外，当消费者与非增强现实应用交互时，消费者考虑集中没有产品会淡化在不久的将来感知普遍性对感知购买意愿的影响。这项研究对 AR 开发人员和在线零售经理提出了一些管理意义。