Adoption of augmented reality in online retailing and consumers’ product attitude: A cognitive perspective |
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| Institution: | 1. UNSW Business School, University of New South Wales, Sydney, New South Wales 2052, Australia;2. King''s Business School, King''s College, WC2B 4BG London, United Kingdom;3. Department of Marketing and Supply Chain Management, Maastricht University, Tongersestraat 53, 6211 LM Maastricht, The Netherlands;4. Centre for Relationship Marketing and Service Management, Department of Marketing, Hanken School of Economics, Helsinki, Finland;5. School of Business, Management and Economics, University of Sussex, BN1 9SL Brighton, United Kingdom;1. School of Business, Western Sydney University, NSW 2751, Australia;2. Department of Marketing, Griffith University, Nathan, QLD 4111, Australia;3. School of Marketing, University of New South Wales, Sydney, NSW 2052, Australia;4. School of Business and Tourism, Southern Cross University, Lismore, NSW 2480, Australia;5. Faculty of Business and Economics, University of Auckland, Auckland, New Zealand;1. Middlesex University London, UK;2. Brandenburg University of Technology, Cottbus, Germany;3. University of Bayreuth, Germany;1. Orfalea College of Business, Cal Poly, SLO, USA;2. Adam Smith Business School, University of Glasgow, UK |
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| Abstract: | With the application of augmented reality (AR) technology by online retailers to improve online services, the impact of AR adoption on consumer behavior has attracted attention both in academic and in practical circles. Based on the cognitive perspective of information processing and from the two aspects of cognitive load and cognitive fluency, this study discusses the influence of AR adoption on online consumers' product attitudes. The results of the experimental study show that two AR characteristics—environmental embedding and simulated physical control—can reduce consumers’ cognitive load, enhance their cognitive fluency, and improve their product attitude. Furthermore, product type can moderate the influence of AR environmental embedding and simulated physical control on cognitive fluency. |
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| Keywords: | Augmented reality Cognitive load Cognitive fluency |
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