Content area
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.
Details
Behavior;
Data processing;
Shopping;
Fuzzy sets;
Decision making;
Qualitative analysis;
Consumers;
Technology Acceptance Model;
Information processing;
Electronic commerce;
Retailing;
Reality;
Retail industry;
Sales;
Comparative analysis;
Elaboration;
Structural equation modeling;
Cues;
Methodological approaches;
Augmentation
; Jia, Qingdan 1
; Syed Muhammad Usman Tayyab 2
1 School of Economics and Finance, Xi'an Jiaotong University, Xi'an, China
2 Desautels Faculty of Management, McGill University, Montreal, Canada