Augmented reality and purchase intention: How technological mediums elicit consumers' perception of self-uniqueness

doi:N/A

Advances in Consumer Research

Issue 4 : 2794-2809

Original Article

Augmented reality and purchase intention: How technological mediums elicit consumers' perception of self-uniqueness

Chun-Ming Chang

Yun-Hao Sung

Chia-Hui Yen

Meng-Hsiang Hsu

Department of International Business, Ming Chuan University, Taiwan

College of Management, National Kaohsiung University of Science and Technology, Taiwan

Department of Information Management, College of Management, National Kaohsiung University of Science and Technology, Taiwan

Abstract

Drawing on the perspectives of needs–affordances–features (NAF) and uses and gratifications theory (UGT), this study proposed a research model to understand the relationships between AR affordances (interactivity, vividness, and augmented reality), self-uniqueness, relative advantage, and purchase intention. Data collected from 264 participants were used to test the proposed model. The findings reveal that interactivity and vividness impact augmented realism positively, which in turn affects relative advantage and self-uniqueness. Our results also show relative advantage and self-uniqueness are the antecedents of purchase intention, while relative advantage has a positive impact on self-uniqueness. The implications of these results are discussed.

Keywords

Augmented reality

Relative advantage

Self-uniqueness

Needs–affordances–features

Uses and gratifications theory

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