当前位置: X-MOL 学术Journal of Retailing and Consumer Services › 论文详情
Our official English website, www.x-mol.net, welcomes your feedback! (Note: you will need to create a separate account there.)
Interactivity, Inspiration, and Perceived Usefulness! How retailers’ AR-apps improve consumer engagement through flow
Journal of Retailing and Consumer Services ( IF 10.4 ) Pub Date : 2021-09-09 , DOI: 10.1016/j.jretconser.2021.102756
Vahideh Arghashi 1 , Cenk Arsun Yuksel 1
Affiliation  

This study investigates the antecedents and outcomes of consumer engagement through AR apps and suggests a new conceptual model. The purpose of the paper is to examine how consumer engagement is shaped via AR apps, which eventually leads to a positive attitude towards brand and brand usage intent. To this end, a face-to-face survey instrument was administered to 350 participants in Turkey, where participants tried an AR app and then answered a questionnaire. The structural equation modeling (SEM) and Hayes' Process analyses were applied to test the hypotheses and moderated mediation relationships. Findings showed that interactivity and inspiration are two major antecedents of consumers' flow experience. The flow experience with AR can generate favorable attitudes towards AR apps and more trust in AR apps, which trigger consumer engagement with AR apps and then improve brand attitude and brand usage intent. The outcomes of flow experience with AR (i.e., attitude and trust) mediate the relationship between flow and engagement. Although perceived usefulness increases the effect of consumers' attitudes towards AR on engagement, it has no moderating effect on the relationship between trust in AR and engagement. Furthermore, the results of Hayes' Process revealed that the indirect effect of flow on consumers’ engagement with AR through attitude towards AR is moderated by perceived usefulness. So that, if AR marketers aim to strengthen the link between consumer flow experience and engagement via attitudes towards AR, they should therefore consider enhancing the perceived usefulness of AR. Surprisingly, perceived usefulness had no moderating effect on the indirect relationship between flow and engagement via trust. Finally, this paper discusses both the theoretical and managerial implications.



中文翻译:

互动性、灵感和感知有用性!零售商的 AR 应用程序如何通过流量提高消费者参与度

这项研究调查了消费者通过 AR 应用程序参与的前因和结果,并提出了一个新的概念模型。该论文的目的是研究消费者参与度是如何通过 AR 应用程序塑造的,最终导致对品牌和品牌使用意图的积极态度。为此,土耳其对 350 名参与者进行了面对面调查,参与者尝试使用 AR 应用程序,然后回答问卷。应用结构方程模型 (SEM) 和海斯过程分析来检验假设和调节中介关系。研究结果表明,交互性和灵感是消费者心流体验的两个主要前因。AR 的心流体验可以产生对 AR 应用的好感和对 AR 应用的更多信任,这会触发消费者对 AR 应用的参与,进而改善品牌态度和品牌使用意图。AR 心流体验的结果(即态度和信任)调节心流和参与之间的关系。尽管感知有用性增加了消费者对 AR 的态度对参与度的影响,但它对 AR 的信任度与参与度之间的关系没有调节作用。此外,海斯过程的结果表明,流量通过对 AR 的态度对消费者参与 AR 的间接影响受到感知有用性的调节。因此,如果 AR 营销人员旨在通过对 AR 的态度来加强消费者流量体验与参与之间的联系,那么他们应该考虑增强 AR 的感知有用性。出奇,通过信任,感知有用性对心流和参与之间的间接关系没有调节作用。最后,本文讨论了理论和管理意义。

更新日期:2021-09-10
down
wechat
bug