Augmented reality in mobile commerce: Exploring how AR values shape intention to shop through mobile app
Year: 2025
Type: article
Study design: Observational Study
Abstract: Interactive technology has increasingly gained attention from both consumers and retailers, reshaping the shopping experience. Among these technologies, augmented reality (AR) has emerged as a powerful tool that enables businesses to engage customers in distinctive and immersive ways. Although several leading companies have developed dedicated AR applications or integrated AR features into existing apps, limited research has explored how AR in mobile shopping apps influences consumer attitudes and shopping intentions. This study examines the effects of utilitarian value (UV), hedonic value (HV), and symbolic value (SV) of AR on customer attitudes and intentions to shop via mobile applications. Based on empirical data from 389 respondents, the results reveal that UV, HV, and SV positively influence attitudes toward mobile app shopping. However, only HV and SV significantly impact shopping intention. Additionally, attitude mediates the relationship between the perceived values of AR and the intention to shop. These findings contribute to the understanding of AR’s role in mobile commerce and offer practical insights for retailers, managers, and AR designers aiming to enhance the customer experience through in-app AR features.
Author: Hanh T. My Vu
Institution: I-Shou University
Language: English
Subfield: Information Systems and Management
Field: Decision Sciences
Domain: Social Sciences
Open Access status: gold
Estimated APC paid: $129
OpenAlex ID: W4413232490