Citation:

Claudia Gita Hapsari, Haris Maupa, Otto Randa Payangan. "The Future of Online Beauty Retail: The Effectiveness of Augmented Reality Technology in Influencing Psychological Reaction and Behavioral Intention" International Research Journal of Economics and Management Studies, Vol. 2, No. 4, pp. 206-215, 2023.

Abstract:

Augmented Reality (AR) technology has been adopted by companies as a marketing tool to produce immersive experiences during a pre-purchase stage in the retail industry. This research investigates the relationships between AR experiential features and customers’ WOM intention by utilizing the Stimulus-Organism-Responses (SOR) theory. This research also investigates how AR features (interactivity and aesthetic quality) may impact the affective states of the customers in inducing the emotions of pleasure and arousal based on the Pleasure-Arousal-Dominance (PAD) model, which will, in turn, drive a higher degree of WOM intention. The results of this study, which employed the PLS-SEM method, indicate the same interactivity and aesthetic quality influence pleasure and arousal positively. Pleasure and arousal are also confirmed to enhance WOM intention. This research also finds that pleasure and arousal play mediating roles in the relationships between AR features and WOM intention.

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Keywords:

Augmented Reality Marketing, PAD Model, WOM Intention.