Tap here to power up! Mobile augmented reality for consumer empowerment
研究了移动增强现实购物应用的空间存在感、个性化感知和侵入性感知如何通过沉浸感和消费者赋能，最终影响消费者对零售商的粘性，并考察了最佳刺激水平和性别的调节作用。
Purpose The present study aims to propose a framework elucidating the attributes of mobile augmented reality (AR) shopping apps (i.e., spatial presence, perceived personalization and perceived intrusiveness) and how they translate to downstream consumer-related outcomes (i.e., immersion, psychological ownership and stickiness to the retailer). Design/methodology/approach By conducting a questionnaire-based survey, 308 responses were collected, and the data were submitted to partial least square structural equation modeling (PLS-SEM) and artificial neural network (ANN) analyses. Findings A few important findings were generated from the present study. First, attributes of mobile augmented reality shopping apps (i.e., spatial presence, perceived personalization and perceived intrusiveness) influence stickiness to the retailer through immersion and consumer empowerment in serial. Second, immersion positively influences psychological ownership. Third, the optimum stimulation level moderates the relationship between spatial presence and immersion. Lastly, a post-hoc exploratory finding yielded by the multigroup analysis uncovered the moderating effect of gender. Originality/value This study offers a novel contribution to the smart retail literature by investigating the role of mobile AR shopping apps in predicting consumers' stickiness to the retailer. A holistic framework elucidating the serial mediating effect of immersion and consumer empowerment, and the moderating roles of optimum stimulation level and gender were validated.