The impact of AR online shopping experience on customer purchase intention: An empirical study based on the TAM model

Chunrong Guo · Xiaodong Zhang

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Technology Adoption and User Behaviour Consumer Behavior and Marketing Influence Augmented Reality Applications

Abstract

Augmented Reality (AR) offers a rich business format, convenient applications, great industrial potential, and strong commercial benefits. The integration of AR technology with online shopping has brought tremendous changes to e-commerce. The Technology Acceptance Model (TAM) is a mature model for assessing consumer acceptance of new technologies, and applying it to evaluate the impact of AR online shopping experiences on consumer purchase intention is an urgently needed area of research. Firstly, the typical applications of AR in online shopping were reviewed, and the connotations and experiences of AR online shopping were summarized. Secondly, using the five types of AR online shopping experiences as antecedent variables, and perceived ease of use and perceived usefulness as intermediate variables, a theoretical model was constructed to explore the impact of AR online shopping experiences on customer purchase intentions, followed by an empirical study. Finally, suggestions were proposed for optimizing the online shopping experience to enhance purchase intentions. The article expands the application scenarios of the Technology Acceptance Model and enriches the theory of consumer behavior in Metaverse e-commerce.

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1989Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology 2003User Acceptance of Information Technology: Toward A Unified View1 1999Experiential Marketing 2019Technology acceptance model in educational context: A systematic literature review 2019Shopping in the digital world: Examining customer engagement through augmented reality mobile applications 2007Research Note—Investigating the Influence of the Functional Mechanisms of Online Product Presentations 2019Effects of perceived interactivity of augmented reality on consumer responses: A mental imagery perspective 2018We ARe at home: How augmented reality reshapes mobile marketing and consumer-brand relationships

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