عنوان انگلیسی مقاله:
Effects of mobile augmented reality apps on impulse buying behavior: An investigation in the tourism field
ترجمه فارسی عنوان مقاله:
تأثیر برنامه های واقعیت افزوده تلفن همراه بر رفتار خرید ضربه: تحقیقی در زمینه گردشگری
Sciencedirect - Elsevier - Heliyon, 6 (2017) e04667: doi:10:1016/j:heliyon:2020:e04667
Many of todays online services are designed speciﬁcally to encourage impulse buying. Moreover, many studies have shown that with the assistance of Mobile Augmented Reality, retailers have the potential to signiﬁcantly improve their sales. However, the effects of Mobile AR on consumer impulse buying behavior have yet to be examined, particularly in the tourism ﬁeld. Consequently, the present study integrates the Technology Acceptance Model (TAM), Stimulus-Organism-Response (SOR) framework, and ﬂow theory to examine the effects of Mobile AR apps on tourist impulse buying behavior. The research model is implemented using an online questionnaire, with the results analyzed by Partial-Least-Squares Structural Equation Modeling (PLS-SEM) approach. The results obtained from 479 valid samples show that the characteristics of Mobile AR apps play an important role in governing tourist behavior in making unplanned purchases. In particular, as the utility, ease-of-use, and inter- activity of the apps increase, the perceived enjoyment and satisfaction of the user also increase and give rise to a stronger impulse buying behavior. The results also reveal a mediating effect of the ﬂow experience on the relationship between the perceived ease of use of the Mobile AR app and the user satisfaction in using the app. Overall, the ﬁndings presented in this study provide a useful source of reference for Mobile AR app developers, retailers, and tourism marketers in better understanding users preferences for Mobile AR apps and strengthening their impulse buying behavior in the tourism context as a result.
Keywords: Mobile augmented reality apps | Impulse buying | Tourism industry | Human-computer interactions | Human machine interaction | Mobile computing | Tourism management | Information systems management | Information technology | Technology adoption | Learning and memory | Tourism | Business