Mobile Augmented Reality and Consumer Experience: A Mixed-Methods Analysis on Emotional Responses and Intention to Buy Household Items

Abstract

Mobile Augmented Reality (MAR) technology offers a new and unique way for consumers to interact with products, increasing their desire to buy. Despite the popularity of MAR apps in the retail industry, the examination of the consumers’ emotional states, and the reasons evoking increased purchase intention are still under researched. To this end, this study seeks to explore the users’ emotional states and the design elements that affect their intention to buy a MAR viewed product, and use the app. A prototype MAR iOS app was developed, and a user test was conducted on 21 participants. The methodology was based on a mixed design approach, combining quantitative and qualitative data emerged from scaled questionnaire items, interviews, and open-ended questions. The thematic analysis revealed eight emotional codes, and six codes of perceived usefulness. Both analyses showed that the interaction with the app triggered positive emotions of enjoyment and fascination, as well as an increased desire to use the app and buy the product. The ability to test the product in the real space and the facility to combine different objects in space before the actual purchase were the strongest indicators of purchase intention. A set of specific functionality elements caused negative emotions of confusion and disappointment. Overall, the research findings provide useful insights on the MAR elements that can positively affect the consumers’ purchase intention.