Exploring the dual routes in influencing sales and adoption in augmented reality retailing: a mixed approach of SEM and FsQCA
本研究结合精细加工可能性模型和信任转移理论，采用结构方程模型和模糊集定性比较分析，揭示了增强现实零售中消费者信息处理的双重路径及其对购买意愿的影响。
Purpose This study investigates augmented reality (AR) retailing and attempts to develop a profound understanding of consumer decision-making processes in AR-enabled e-retailing. Design/methodology/approach The study is grounded in rich informational cues and information processing mechanisms by incorporating the elaboration likelihood model (ELM) and trust transfer theory. This study employs a mixed analytic method that incorporates structural equation modeling (SEM) and fuzzy-set qualitative comparative analysis (fsQCA) to provide a complete picture of individual information process mechanisms in AR retailing under the tenet of ELM. Findings The SEM analysis results confirm the relationships between the central and peripheral route factors, information processing outcomes and eventual behavioral intentions. Moreover, all configurations revealed by the fsQCA include both central and peripheral factors. Hence, the dual routes proposed in the ELM are verified by using two distinct analytical approaches. Originality/value This study is pioneering in validating and contextualizing ELM theory in AR retailing. In addition, this study offers a methodological paradigm by demonstrating the application of multi-analysis in exploring consumers’ information process mechanisms in AR retailing, which offers a holistic and comprehensive view to understand consumers’ decision-making mechanisms.