The impact of experiential augmented reality applications on fashion purchase intention
International Journal of Retail & Distribution Management, 2018•emerald.com
Purpose Utilizing the stimulus-organism-response model, the purpose of this paper is to
examine the effects of augmented reality (AR)(specifically augmentation) on consumers'
affective and behavioral response and to assess whether consumers' hedonic motivation for
shopping moderates this relationship.
examine the effects of augmented reality (AR)(specifically augmentation) on consumers'
affective and behavioral response and to assess whether consumers' hedonic motivation for
shopping moderates this relationship.
Abstract
Purpose
Utilizing the stimulus-organism-response model, the purpose of this paper is to examine the effects of augmented reality (AR)(specifically augmentation) on consumers’ affective and behavioral response and to assess whether consumers’ hedonic motivation for shopping moderates this relationship.
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