Edin Guclu SOZER

9034

THE EFFECT OF MOBILE AR APPS ON PURCHASE INTENTIONS OF RETAIL CONSUMERS: A STUDY ON THE MEDIATING ROLE OF PERCEIVED RISK

Purpose - The objective of this study is to identify the factors which contribute to the effectiveness of Augmented Reality (AR) apps on generating favorable consumer responses and to investigate the mediating role of perceived risk on this effect in the retailing context. Methodology - A field study is conducted with 144 participants who plan to buy a sports shoe product. Subjects are introduced an AR app to test the sports shoes in digital format in their physical home environment and then they are asked to fill-out the questionnaire measuring the effect of using AR in their shopping experience and purchase intentions. Findings- The results of the study confirmed the positive and significant influence of AR app features including perceived augmentation, utilitarian, and hedonic benefits on decision comfort level of customers. In turn, the decision comfort is found to be positively influencing the purchase intention. The perceived risk related to the product is found to have a mediating effect on the impact of decision comfort on purchase intention. Conclusion- The study reports a positive impact of AR app experience on retail purchases. In the light of the findings, some academic and managerial implications are provided.
Keywords:

Augmented reality, perceived augmentation, AR benefits, purchase intention perceived risk,

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Research Journal of Business and Management-Cover
  • Yayın Aralığı: Yılda 4 Sayı
  • Başlangıç: 2014
  • Yayıncı: PressAcademia
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OKUL YÖNETİCİLERİNİN TOPLANTI YÖNETİMİ TUTUM VE BECERİLERİ 2009-2021 KARŞILAŞTIRMASI

Umit CALISKAN, Sevgi KALKAN

Edin Guclu SOZER

Pelin VARDARLİER

ÇOK BOYUTLU YETKİNLİK DEĞERLENDİRMESİ: UÇAK BAKIM ORGANİZASYONUNDA BİR UYGULAMA

Ferit SAİTOGLU, Sinan APAK

TİCARET ŞİRKETLERİNİN BİRLEŞME, BÖLÜNME VE TÜR DEĞİŞTİRMELERİNDE İŞÇİ HAKLARININ KORUNMASINA İLİŞKİN DÜZENLEMELER

Muhammed Turkalp SECKİN

Halil SAVAS, Zafer DURAN

Emmanuel A. IVWURİE, Ekom Etim AKPAN