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Volume 18, Issue 2
  • ISSN: 2666-2558
  • E-ISSN: 2666-2566
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Abstract

Background

Augmented reality (AR) technology has altered the retail business while also improving the shopping experience. Several studies have been conducted to investigate the factors that influence the relevance of perceived AR technology values, as well as how these values influence customer enjoyment and the desire to spread good word of mouth (WOM). This study explores how the perceived value of AR affects customer satisfaction, enjoyment, and recommendations.

Objective

This study aimed to examine how the usage frequency moderates the associations between human value orientation and perceived AR values, as well as the correlations between valued AR and satisfaction and positive WOM intention. It studies the relationship between perceived AR values and consumer happiness, as well as the influence of human value orientation on perceived AR values (receptivity to change, preservation of resources, self-improvement, and transcendence of oneself) (playful, social, aesthetic appeal, and usability).

Methods

This research extends the human value orientation theory by proposing a novel model for the link between AR value orientation and usage frequency. To obtain data, a survey was distributed to those who have engaged with retail AR features.

Results

Contrary to popular belief, the data demonstrate that a certain group of perceived AR values is linked to each value orientation, emphasizing the significance of a certain perceived AR value in affecting customer satisfaction and positive WOM intention. This study shows that usage frequency moderates the associations between human value orientation and perceived AR values, as well as the correlations between valued AR and satisfaction and positive WOM intention. It also shows that consumer value orientation is the most essential aspect in choosing which AR technology advantage they value most. AR technology values also affect consumer satisfaction and word-of-mouth marketing (WOM).

Conclusion

The value orientation of an individual influences the value of augmented reality technology, which may vary depending on the frequency of usage. This paper concludes with suggestions for merchants regarding augmented reality technology. Moreover, the precise number of applications that can be made available to customers and retailers is determined by this study, which benefits both retailers and researchers.

© 2025 Bentham Science Publishers
© 2025 The Author(s). Published by Bentham Science Publisher. This is an open access article published under CC BY 4.0 https://creativecommons.org/licenses/by/4.0/legalcode
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2024-05-30
2025-06-28

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/content/journals/rascs/10.2174/0126662558301412240527070708
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Exploring the Reality behind Augmented Reality Applications in Retailing: The Role of Value Orientation and Use Frequency
Recent Advances in Computer Science and Communications 18, E300524230546 (2025); https://doi.org/10.2174/0126662558301412240527070708
/content/journals/rascs/10.2174/0126662558301412240527070708
/content/journals/rascs/10.2174/0126662558301412240527070708
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  • Article Type:     Research Article
Keyword(s): Augmented reality; customer satisfaction; technology value; use frequency; value orientation; word-of-mouth (WOM)

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