Purpose While customer perceived augmented reality (AR) values have generally enhanced customer experience, AR value would be appreciated the most by a consumer segment that remains unexplored. Drawing from human value orientation theory and consumption value theory, this research proposes a new model analysing the effects of human value orientation (openness to change, conservation, self-transcendence, and self-enhancement) on perceived AR values (playful, social, visual appeal, usability) and subsequently the effects on customer satisfaction. Design/methodology/approach :The authors employed a two-step online data collection. The first step was to identify those who had used retailers' AR applications, who were then invited to participate in the full survey in the second step. A sample of 253 AR technology users' data was analysed using partial least square and structural equation modelling. Findings The results reveal that each human value orientation is associated with its unique perceived AR values and that various perceived AR values influence customer satisfaction differently. Originality/value This study shows the pivotal role human value orientation plays in influencing customer perceived AR values and their impacts on customer satisfaction. The findings offer key implications for digital marketing segmentation.
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