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Effects of mobile augmented reality apps on impulse buying behavior: An investigation in the tourism field

Heliyon, 2020-08, Vol.6 (8), p.e04667-e04667, Article e04667 [Peer Reviewed Journal]

2020 The Author(s) ;2020 The Author(s) 2020 ;ISSN: 2405-8440 ;EISSN: 2405-8440 ;DOI: 10.1016/j.heliyon.2020.e04667 ;PMID: 32923709

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  • Title:
    Effects of mobile augmented reality apps on impulse buying behavior: An investigation in the tourism field
  • Author: Do, Hai-Ninh ; Shih, Wurong ; Ha, Quang-An
  • Subjects: Business ; Human machine interaction ; Human-computer interactions ; Impulse buying ; Information systems management ; Information technology ; Learning and memory ; Mobile augmented reality apps ; Mobile computing ; Technology adoption ; Tourism ; Tourism industry ; Tourism management
  • Is Part Of: Heliyon, 2020-08, Vol.6 (8), p.e04667-e04667, Article e04667
  • Description: Many of today's online services are designed specifically to encourage impulse buying. Moreover, many studies have shown that with the assistance of Mobile Augmented Reality, retailers have the potential to significantly improve their sales. However, the effects of Mobile AR on consumer impulse buying behavior have yet to be examined, particularly in the tourism field. Consequently, the present study integrates the Technology Acceptance Model (TAM), Stimulus-Organism-Response (SOR) framework, and flow theory to examine the effects of Mobile AR apps on tourist impulse buyingbehavior. The research model is implemented using an online questionnaire, with the results analyzed by Partial-Least-Squares Structural Equation Modeling (PLS-SEM) approach. The results obtained from 479 valid samples show that the characteristics of Mobile AR apps play an important role in governing tourist behavior in making unplanned purchases. In particular, as the utility, ease-of-use, and interactivity of the apps increase, the perceived enjoyment and satisfaction of the user also increase and give rise to a stronger impulse buying behavior. The results also reveal a mediating effect of the flow experience on the relationship between the perceived ease of use of the Mobile AR app and the user satisfaction in using the app. Overall, the findings presented in this study provide a useful source of reference for Mobile AR app developers, retailers, and tourism marketers in better understanding users' preferences for Mobile AR apps and strengthening their impulse buying behavior in the tourism context as a result. Mobile augmented reality apps; Impulse buying; Tourism industry; Human-computer interactions; Human machine interaction; Mobile computing; Tourism management; Information systems management; Information technology; Technology adoption; Learning and memory; Tourism; Business
  • Publisher: Elsevier Ltd
  • Language: English
  • Identifier: ISSN: 2405-8440
    EISSN: 2405-8440
    DOI: 10.1016/j.heliyon.2020.e04667
    PMID: 32923709
  • Source: PubMed Central
    ROAD: Directory of Open Access Scholarly Resources
    DOAJ Directory of Open Access Journals
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