Exploring the dual routes in influencing sales and adoption in augmented reality retailing: a mixed approach of SEM and FsQCA

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Detalles Bibliográficos
Publicado en:	Internet Research vol. 35, no. 1 (2025), p. 178-210
Autor principal:	Xu, Xiaoyu
Otros Autores:	Jia, Qingdan, Syed Muhammad Usman Tayyab
Publicado:	Emerald Group Publishing Limited
Materias:	Augmented reality Behavior Data processing Shopping Fuzzy sets Decision making Qualitative analysis Consumers Technology Acceptance Model Information processing Electronic commerce Retailing Reality Retail industry Sales Comparative analysis Elaboration Structural equation modeling Cues Methodological approaches Augmentation Merchandise Information Physical Environment Literature Reviews Structural Equation Models Influence of Technology Researchers Database Management Systems
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Descripción
Resumen:	PurposeThis study investigates augmented reality (AR) retailing and attempts to develop a profound understanding of consumer decision-making processes in AR-enabled e-retailing.Design/methodology/approachThe study is grounded in rich informational cues and information processing mechanisms by incorporating the elaboration likelihood model (ELM) and trust transfer theory. This study employs a mixed analytic method that incorporates structural equation modeling (SEM) and fuzzy-set qualitative comparative analysis (fsQCA) to provide a complete picture of individual information process mechanisms in AR retailing under the tenet of ELM.FindingsThe SEM analysis results confirm the relationships between the central and peripheral route factors, information processing outcomes and eventual behavioral intentions. Moreover, all configurations revealed by the fsQCA include both central and peripheral factors. Hence, the dual routes proposed in the ELM are verified by using two distinct analytical approaches.Originality/valueThis study is pioneering in validating and contextualizing ELM theory in AR retailing. In addition, this study offers a methodological paradigm by demonstrating the application of multi-analysis in exploring consumers’ information process mechanisms in AR retailing, which offers a holistic and comprehensive view to understand consumers’ decision-making mechanisms.
ISSN:	1066-2243 2054-5657 1051-4805
DOI:	10.1108/INTR-06-2023-0438
Fuente:	ABI/INFORM Global