The role of augmented reality app attributes and customer-based brand equity on consumer behavioral responses: an S-O-R framework perspective
| Date | 04 June 2024 |
| Pages | 702-716 |
| DOI | https://doi.org/10.1108/JPBM-09-2023-4706 |
| Published date | 04 June 2024 |
| Author | Ziyou Jiang,Jewon Lyu |
The role of augmented reality app attributes
and customer-based brand equity on consumer
behavioral responses: an S-O-R framework
perspective
Ziyou Jiang and Jewon Lyu
Department of Textile, Merchandising and Interiors, University of Georgia, Athens, Georgia, USA
Abstract
Purpose –Augmented reality (AR) provides consumers with added value by allowing them to experienc e products via mobile devices. An increasing
number of brands have adopted AR apps, but little is known about how consumers respond to AR app attributes orwhat motivates them to use
luxury brand AR apps. To fill this gap, this study aims to use the stimulus-organism-response (S-O-R) model to examine how AR app attributes (i.e.
interactivity and virtuality) and customer-based brand equity (CBBE) (i.e. brand awareness and brand image) of luxury brands affect consumers’
behavioral intention to share about the app and use it for future purchases.
Design/methodology/approach –Participants were recruited using a quantitative online survey (n¼214) and asked to use the Gucci mobile AR
app before completing the survey. Partial least squares structural equation modelling (PLS-SEM) was used to analyze the data. All measures were
adapted from existing literature.
Findings –Findings indicate that AR app attributes lead to positive consumer experience, in turn, creatingbehavioral intention, while CBBE partially
leads to positive consumer perceptions. Post hoc analysis confirms that consumers’perceived values mediate the relationshipbetween AR app
attributes and consumers’attitudes toward a luxury brand AR app.
Originality/value –Theoretically, this study expands the application of the S-O-R model along with brand equity to AR adoption and luxury retail
by demonstrating the intricate mechanism of how AR app attributes and CBBE promote consumers’behavioral intentions toward luxury brand AR
apps. Practitioners may create more interactive and immersive virtual product demonstrations and focus on establishing the overall brand image.
Keywords Augmented reality (AR), Stimulus-organism-response (S-O-R) model, AR app attributes, Customer-based brand equity (CBBE),
Consumer attitude, eWOM intention, Patronage intention
Paper type Research paper
1. Introduction
The COVID-19 pandemic has accelerated the adoption of
advanced technologies such as augmented reality (AR) and
virtual reality (VR) among retailers. While both technologies
offer similar immersive experiences, AR is preferred by
consumers and retailers as it is known to engage consumers
more effectively than VR (Mattan, 2024). VR presents some
challenges for retail use because it requires hardware such as
headsets and controllers, whereas AR can be deployed on
mobile devicesthat consumers already own.
AR is defined as “a real-time direct or indirect view of a
physical, real-world environment that has been enhanced/
augmented by adding virtual computer-generated information
to it”(Carmigniani et al.,2010, p. 342). AR allows consumers
to visualize virtual and real objects within the same space,
blurring the boundaries between offline and online retail
environments (Azuma,1997) and offering a seamless shopping
experience that integrates the tangible aspects of in-store
shopping with convenience and information richness (Ho,
2020). Globally, 61% of consumers preferretailers offering AR
experiences, 40% are willingto pay more for products that can
be customized in AR, 71% would visitstores more often if they
used AR and 64% feel that the usage of AR enhances their
brand loyalty (Joshi,2023).
AR holds particular appeal in luxury retail. Luxury brands,
known for their high-end and exclusive products, prioritize
authenticity and use high-quality materials, commanding
higher prices as a result. Given that consumers often would
rather see, try and test these premium productsbefore making a
purchase, the relative scarcity of luxury brand physical stores
can pose a considerable challenge(Liu et al., 2013). AR offers a
solution. By providing three-dimensional product visualizations,
AR reduces uncertainty about the fit of luxury products (Nawres
et al.,2024). This technology enables luxury br ands to transcend
geographical limitations and deliver immersive, brand-centric
experiences. Given the known benefits,Gucci,aluxury
multinational fashion brand, first introduced an AR feature
The current issue and full text archiveof this journal is available on Emerald
Insight at: https://www.emerald.com/insight/1061-0421.htm
Journal of Product & Brand Management
33/6 (2024) 702–716
© Emerald Publishing Limited [ISSN 1061-0421]
[DOI 10.1108/JPBM-09-2023-4706]
Received 26 September2023
Revised 14 March 2024
8 May 2024
Accepted 8 May 2024
702
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