The technological development of online product presentation modes (e.g., augmented reality, virtual reality) will greatly impact the future of e-retailing. The potential benefits of applying these new technologies for e-retailers need further investigation. Based upon the stimulus-organism-response (S–O-R) model, this study examines the effect of AR-based presentation modes on consumer patronage intention, with the mediating role of immersion, enjoyment, perceived product risk and attractiveness of the online store. Furthermore, it explores the moderating effect of technophilia that reflects consumers’ positive attitude towards technology. A single factor between-subject experiment study was conducted with a sample of 420 university students. Results suggest that the serial indirect effects of AR presentation on patronage intention through immersion/enjoyment/perceived product risk and attractiveness of online store are conditional upon the level of technophilia. Technophilia is a critical factor that explains consumers’ psychological and behavioral responses when they are using new technologies. The study provides new knowledge for e-marketing practitioners, as well as AR literature by indicating how and when new technology-based presentation works in evoking consumers’ patronage intention.

中文翻译：

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将基于 AR 的呈现模式与消费者反应联系起来的机制：一个有调节的序列调解模型

在线产品展示模式（如增强现实、虚拟现实）的技术发展将极大地影响电子零售的未来。将这些新技术应用于电子零售商的潜在好处需要进一步调查。本研究基于刺激-有机体-反应 (S-OR) 模型，研究了基于 AR 的呈现模式对消费者惠顾意愿的影响，以及在线商店的沉浸感、享受、感知产品风险和吸引力的中介作用。此外，它探讨了反映消费者对技术的积极态度的技术爱好者的调节作用。以420名大学生为样本进行了单因素受试者间实验研究。结果表明，AR 呈现通过沉浸/享受/感知产品风险和在线商店的吸引力对惠顾意愿的连续间接影响取决于技术爱好者的水平。技术狂热是解释消费者在使用新技术时的心理和行为反应的关键因素。该研究通过指出基于新技术的演示如何以及何时在唤起消费者的惠顾意图方面为电子营销从业者提供了新知识以及 AR 文献。