| dc.description.abstract | Cutting-edge technology profoundly influences various aspects of individuals’ lives, including their lifestyles, habits, and consumption patterns. Augmented reality (AR) is a key technological breakthrough that has significantly impacted individuals’ shopping behavior. At its core, AR technology superimposes computer-generated content (e.g., images, graphics, sound, and location-based data) onto the tangible, real-world environment, culminating in a captivating and immersive experience.
Given the growing adoption of AR among individuals and the identified gaps in both theoretical and empirical literature regarding how AR influences consumers’ product evaluations, this study investigated the impact of AR’s informational features on the purchase intention of young adults, specifically in the context of sustainable apparel. This study aimed to explore how AR’s informational features of AR (informativeness, customization, and novelty) can influence young adults’ cognitive and affective information processing systems of young adults, ultimately shaping their intention to purchase apparel when AR provides sustainability-related information.
A quantitative non-experimental research design was employed, using an online survey for data collection. Prior to data collection, approval was first obtained from the university’s institutional review board. Data were collected through online surveys administered to participants recruited from the Prolific panel. The target population of this study comprised young adults, both male and female participants aged 18 to 34, who are living in the United States (U.S.). An AR application (app) was developed to represent sustainability-related information about apparel based on the five-stage Life Cycle Assessment lens. A recorded demonstration video of this app was used as the stimulus in the survey. Statistical software SPSS 29.0 and Mplus 8.4 were used for data analysis, including descriptive data analysis, assessment of measurement model fitness, and hypothesis testing. Confirmatory factor analysis and structural equation modeling were employed to assess measurement model fit and test the proposed hypotheses.
The findings of this study revealed that all three AR’s informational features (informativeness, customization, and novelty) influenced perceived utilitarian shopping value, which, in turn, shaped both cognitive and affective information processing systems of individuals, ultimately impacting their intention to purchase sustainable apparel. Among these features, only customization significantly influenced perceived hedonic shopping value, emphasizing its crucial role in enhancing enjoyment, delight, and overall shopping experience. The results also highlighted the dual impact of perceived hedonic and utilitarian shopping values on both cognitive and affective information processing systems. This further validated the successful integration of decision-making theories and consumer behavior models, demonstrating their effectiveness in improving the decision-making process and driving AR adoption. Additionally, the study confirmed that both cognitive and affective information processing systems strongly influenced consumers’ purchase intention for sustainable apparel, reinforcing the importance of these psychological mechanisms in shaping sustainable shopping behaviors.
This study has both academic and practical implications. It contributes to the existing body of knowledge in several critical domains, including users’ AR adoption, consumer behavior, decision-making process, and sustainability. By delving into the intricate psychological mechanisms that govern how consumers process information when engaging with AR technology, the findings of this study enrich the theoretical understanding of consumer behavior and decision-making process within the context of technology adoption. One significant theoretical contribution lies in the expansion of the applicability of the established models, including Stimulus-Organism-Response (S-O-R), Cognition-Affect-Behavior (C-A-B), and Consciousness-Emotion-Value (C-E-V), to a novel context which is the realm of consumers obtaining sustainability-related information about apparel through AR. This expansion offers a new perspective on the value of integrating these models, highlighting their adaptability to the evolving context of technology-driven consumer preferences and experiences.
From a practical standpoint, the findings of this study have key implications for industry professionals. By emphasizing the pivotal role of presenting sustainability-related information about apparel in AR app design, this study highlights a path towards enhancing consumers’ overall apparel shopping experiences. This insight can empower industry stakeholders to align their strategies with the needs and expectations of environmentally conscious consumers, leading to more sustainable purchasing decisions and improved shopping satisfaction. In essence, this study serves as a bridge between theory and practice, offering actionable insights that can shape the future of AR-enhanced shopping experiences while promoting sustainability in the consumer market.
In summary, this study bridges the theoretical and practical realms by emphasizing the importance of integrating sustainability-related information into AR app design. By doing so, it not only enriches consumers’ shopping experiences but also champions a more sustainable and informed approach to consumption. This knowledge, poised at the intersection of consumer behavior, technology adoption, and sustainability, stands to benefit marketers and retailers as they endeavor to align their strategies with evolving expectations and values of environmentally conscious consumers. | en_US |
