Using augmented reality to reduce cognitive dissonance and increase purchase intention
نویسندگان
چکیده
(AR) has been shown to improve consumers' shopping decisions and experiences. Based on a theoretical stimulus-organism-response model cognitive load theory, this research examines the effects that AR variables related load, hitherto scarcely considered. Specifically, impact of perceived similarity among options, confusion caused by overchoice prepurchase dissonance purchase-related behavioral intention such as purchase willingness pay for products. The study is based web experiences an online cosmetics store which offers wide assortment mixed-method combines two focus groups experiment. This combination allows triangulation findings provide corroboration. results showed reduces through its overchoice. Furthermore, lower enhances intentions, resulting in greater more product. extends knowledge benefits provided consumers their decision-making impacts similarity, dissonance. application e-commerce shops particularly useful when similar products offered. Online retailers can use economic performance both increasing sales’ volumes margins. • effect (Augmented Reality) further clarified. Mixed-method approach confirms encourages buying behaviors, reducing load. alternatives Lower directly increases indirectly more.
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ژورنال
عنوان ژورنال: Computers in Human Behavior
سال: 2023
ISSN: ['1873-7692', '0747-5632']
DOI: https://doi.org/10.1016/j.chb.2022.107564