Skip to content
2000
Volume 18, Issue 2
  • ISSN: 2666-2558
  • E-ISSN: 2666-2566
file format pdf download PDF
file format text download EPUB
side by side viewer icon HTML

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
Loading

Article metrics loading...

/content/journals/rascs/10.2174/0126662558301412240527070708
2024-05-30
2025-07-17

  • From This Site

    /content/journals/rascs/10.2174/0126662558301412240527070708
    dcterms_title,dcterms_subject,pub_keyword
    -contentType:Contributor -contentType:Concept -contentType:Institution
    10
    5
The full text of this item is not currently available.

References

  1. RauschnabelP.A. BremA. IvensB.S. Who will buy smart glasses? Empirical results of two pre-market-entry studies on the role of personality in individual awareness and intended adoption of Google Glass wearables.Comput. Human Behav.20154963564710.1016/j.chb.2015.03.003
     [Google Scholar]
  2. Al-SharqiM.A. HasanH.S. Neural network to investigate gaming addiction and its impact on health effects during the COVID-19 Pandemic.Periodicals of Engineering and Natural Sciences (PEN)202210150451710.21533/pen.v10i1.2713
     [Google Scholar]
  3. HasanH.S. Fingerprint image enhancement and recognition algorithms: A survey.Neural Comput. Appl.2013236061608
     [Google Scholar]
  4. CraigA.B. Understanding augmented reality: Concepts and applications.Burlington, MassachusettsMorgan Kaufmann2013
     [Google Scholar]
  5. AmeenN. TarhiniA. ReppelA. AnandA. Customer experiences in the age of artificial intelligence.Comput. Human Behav.202111410654810.1016/j.chb.2020.10654832905175
     [Google Scholar]
  6. McLeanG. WilsonA. Shopping in the digital world: Examining customer engagement through augmented reality mobile applications.Comput. Human Behav.201910121022410.1016/j.chb.2019.07.002
     [Google Scholar]
  7. GoebertC. GreenhalghG.P. A new reality: Fan perceptions of augmented reality readiness in sport marketing.Comput. Human Behav.202010610623110.1016/j.chb.2019.106231
     [Google Scholar]
  8. LiJ. ZhangR. YangY. Multi-AUV autonomous task planning based on the scroll time domain quantum bee colony optimization algorithm in uncertain environment.PLoS One20171211e018829110.1371/journal.pone.018829129186166
     [Google Scholar]
  9. ZolkepliC. Mobile consumer behaviour on apps usage: The effects of perceived values, rating, and cost.J. Mark. Commun.20202020123
     [Google Scholar]
  10. SharmaG. BaokuL. Customer satisfaction in Web 2.0 and information technology development.Inf. Technol. People201326434736710.1108/ITP‑12‑2012‑0157
     [Google Scholar]
  11. McLeanA. Developing a mobile applications custmer experience model (mace) – implications for retailers.J. Bus. Res.20188532533610.1016/j.jbusres.2018.01.018
     [Google Scholar]
  12. JungT. ChungN. LeueM.C. The determinants of recommendations to use augmented reality technologies: The case of a Korean theme park.Tour. Manage.201549758610.1016/j.tourman.2015.02.013
     [Google Scholar]
  13. KimH.W. GuptaS. KohJ. Investigating the intention to purchase digital items in social networking communities: A customer value perspective.Inf. Manage.201148622823410.1016/j.im.2011.05.004
     [Google Scholar]
  14. JavornikA. Augmented reality: Research agenda for studying the impact of its media characteristics on consumer behaviour.J. Retailing Consum. Serv.20163025226110.1016/j.jretconser.2016.02.004
     [Google Scholar]
  15. SchwartzS.H. Universals in the content and structure of values: Theoretical advances and empirical tests in 20 countries.Adv. Exp. Soc. Psychol.199225116510.1016/S0065‑2601(08)60281‑6
     [Google Scholar]
  16. BardiA. SchwartzS.H. Values and behavior: Strength and structure of relations.Pers. Soc. Psychol. Bull.200329101207122010.1177/014616720325460215189583
     [Google Scholar]
  17. StathopoulouA. BalabanisG. The effect of cultural value orientation on consumers’ perceptions of luxury value and proclivity for luxury consumption.J. Bus. Res.201910229831210.1016/j.jbusres.2019.02.053
     [Google Scholar]
  18. SonM. HanK. Beyond the technology adoption: Technology readiness effects on post-adoption behavior.J. Bus. Res.201164111178118210.1016/j.jbusres.2011.06.019
     [Google Scholar]
  19. AmeenN.O. Going with the flow: Smart shopping malls and omnichannel retailing.J. Serv. Mark.20202020006610.1108/JSM‑02‑2020‑0066
     [Google Scholar]
  20. ShethB.L. Why we buy what we buy-a theory of consumption values.J. Bus. Res.199122215917010.1016/0148‑2963(91)90050‑8
     [Google Scholar]
  21. HedlundT. MarellA. GärlingT. The mediating effect of value orientation on the relationship between socio-demographic factors and environmental concern in Swedish tourists’ vacation choices.J. Ecotour.2012111163310.1080/14724049.2011.626859
     [Google Scholar]
  22. Sarabia-SanchezF.J. De Juan VigarayM.D. HotaM. Using values and shopping styles to identify fashion apparel segments.Int. J. Retail Distrib. Manag.201240318019910.1108/09590551211207157
     [Google Scholar]
  23. TurelO. SerenkoA. BontisN. User acceptance of hedonic digital artifacts: A theory of consumption values perspective.Inf. Manage.2010471535910.1016/j.im.2009.10.002
     [Google Scholar]
  24. SemerikovaE. What hinders the usage of smartphone payments in Russia? Perception of technological and security barriers.Technol. Forecast. Soc. Change202016112031210.1016/j.techfore.2020.120312
     [Google Scholar]
  25. WenT. LiuH. LinL. WangB. HouJ. HuangC. PanT. DuY. Multiswarm Artificial Bee Colony algorithm based on spark cloud computing platform for medical image registration.Comput. Methods Programs Biomed.202019210543210.1016/j.cmpb.2020.10543232278250
     [Google Scholar]
  26. RussS.W. Affect and Creativity: The Role of Affect and Play in the Creative Process.England, United KingdomPsychology Press1993
     [Google Scholar]
  27. AroeanL. Friend or foe: In enjoying playfulness, do innovative consumers tend to switch brand?J. Consum. Behav.2012111678010.1002/cb.370
     [Google Scholar]
  28. JeonW. Study on the factors influencing the user satisfaction and cost satisfaction of smart devices.The e-Bus. Stud.2012131324
     [Google Scholar]
  29. HurH.J. LeeH.K. ChooH.J. Understanding usage intention in innovative mobile app service: Comparison between millennial and mature consumers.Comput. Human Behav.20177335336110.1016/j.chb.2017.03.051
     [Google Scholar]
  30. GuttentagD.A. Virtual reality: Applications and implications for tourism.Tour. Manage.201031563765110.1016/j.tourman.2009.07.003
     [Google Scholar]
  31. OleksyT. WnukA. Augmented places: An impact of embodied historical experience on attitudes towards places.Comput. Human Behav.201657111610.1016/j.chb.2015.12.014
     [Google Scholar]
  32. WhitbourneS.K. Openness to experience, identity flexibility, and life change in adults.J. Pers. Soc. Psychol.198650116316810.1037/0022‑3514.50.1.1633701571
     [Google Scholar]
  33. RoccasS. BrewerM.B. Social identity complexity.Pers. Soc. Psychol. Rev.2002628810610.1207/S15327957PSPR0602_01
     [Google Scholar]
  34. HanT. The cross-cultural acceptance of tutoring robots with augmented reality services.Int. J. Dig. Content Technol. Appl.20093295102
     [Google Scholar]
  35. IshiiY. Augmented reality applications for nuclear power plant maintenance work.ISSNP2007200717
     [Google Scholar]
  36. AmaldossW. JainS. Pricing of conspicuous goods: A competitive analysis of social effects.J. Mark. Res.2005421304210.1509/jmkr.42.1.30.56883
     [Google Scholar]
  37. ScheinE.H. Organizational socialization and the profession of management.Mag. Fall198830153
     [Google Scholar]
  38. BianQ. ForsytheS. Purchase intention for luxury brands: A cross cultural comparison.J. Bus. Res.201265101443145110.1016/j.jbusres.2011.10.010
     [Google Scholar]
  39. VenkateshH. Brown Maruping Bala Predicting different conceptualizations of system use: The competing roles of behavioral intention, facilitating conditions, and behavioral expectation.Manage. Inf. Syst. Q.200832348350210.2307/25148853
     [Google Scholar]
  40. ChenG.M. Tweet this: A uses and gratifications perspective on how active Twitter use gratifies a need to connect with others.Comput. Human Behav.201127275576210.1016/j.chb.2010.10.023
     [Google Scholar]
  41. RyanT. XenosS. Who uses Facebook? An investigation into the relationship between the Big Five, shyness, narcissism, loneliness, and Facebook usage.Comput. Human Behav.20112751658166410.1016/j.chb.2011.02.004
     [Google Scholar]
  42. NaamanC.H. Is it really about me? Message content in social awareness streams.2010 ACM Conference on Computer Supported Cooperative Work.6-10 February, 2010 Savannah, GA, United States2010
     [Google Scholar]
  43. SchwartzS.H. A proposal for measuring value orientations across nations.Questionnaire Package Of The European Social Survey2003259290261
     [Google Scholar]
  44. McLeanG. Osei-FrimpongK. Examining satisfaction with the experience during a live chat service encounter-implications for website providers.Comput. Human Behav.20177649450810.1016/j.chb.2017.08.005
     [Google Scholar]
  45. LinC.H. SherP.J. ShihH-Y. Past progress and future directions in conceptualizing customer perceived value.Int. J. Serv. Ind. Manage.200516431833610.1108/09564230510613988
     [Google Scholar]
  46. HairJ.F.Jr HowardM.C. NitzlC. Assessing measurement model quality in PLS-SEM using confirmatory composite analysis.J. Bus. Res.202010910111010.1016/j.jbusres.2019.11.069
     [Google Scholar]
  47. HenselerJ. RingleC.M. SarstedtM. A new criterion for assessing discriminant validity in variance-based structural equation modeling.J. Acad. Mark. Sci.201543111513510.1007/s11747‑014‑0403‑8
     [Google Scholar]
/content/journals/rascs/10.2174/0126662558301412240527070708
Loading
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
Loading

Data & Media loading...


  • Article Type:     Research Article
Keyword(s): Augmented reality; customer satisfaction; technology value; use frequency; value orientation; word-of-mouth (WOM)

Most Cited Most Cited RSS feed

This is a required field
Please enter a valid email address
Approval was a Success
Invalid data
An Error Occurred
Approval was partially successful, following selected items could not be processed due to error
Please enter a valid_number test