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

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Pubblicato in:Internet Research vol. 35, no. 1 (2025), p. 178-210
Autore principale: Xu, Xiaoyu
Altri autori: Jia, Qingdan, Syed Muhammad Usman Tayyab
Pubblicazione:
Emerald Group Publishing Limited
Soggetti:
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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Abstract: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
Fonte:ABI/INFORM Global