Influence of augmented reality on shopping behavior

Abstract

Purpose: Digital technologies emerged as innovative avenues for launching new products, advertising brands, increasing customer awareness and thus leaving a remarkable impact on the online marketplace. The present study analyzed the effects of crucial antecedents of AR interactive technology on customers' behavior toward AR-based e-commerce websites. Design/methodology/approach: Convenience sampling was used to collect primary data from 357 iGen respondents aged 16–22 years; residing in New Delhi and the NCR region of India and examined using the structural equation modeling technique. Findings: Results revealed that technology anxiety and virtuality significantly influence customers' attitudes and behavioral intentions toward AR-based e-commerce websites. However, interactivity and innovativeness remain non-significant. Additionally, non-significant moderating effects were identified for the moderators, i.e. trust and need for touch. At the same time, gender has a significant moderating effect only for the association between technology anxiety and attitude toward AR-based e-commerce websites. Research limitations/implications: The study summarizes numerous theoretical and managerial implications for AR-based website designers and policymakers, followed by the crucial limitations and directions for future research. Originality/value: The present research provides a significant understanding of the e-commerce industry by providing valuable insights about young iGen consumers' perceptions of AR-based e-commerce websites.