Shopping with augmented reality: How wow-effect changes the equations!

E-retailers have recently devoted novel forms of communication tools, such as augmented reality applications, to create a hedonic experience for customers and motivate them to purchase. AR has also obtained significant attention from managers and scholars in marketing theory and practice. Prior studies in the marketing discipline have examined the impacts of AR benefits on consumer attitudes and behaviors. However, there is limited knowledge on how multiple AR features can directly result in positive hedonic shopping motivation and behavioral consequences. This study investigates the chain of effects of AR features (i.e., novelty, wow, inspiration, information overload, and distraction) on purchase intention with AR via (1) examining how AR features trigger consumer hedonic shopping motivations, (2) analyzing differential impacts of AR features on consumer purchase intention, and (3) examining the mediating role of hedonic shopping motivations according to the stimulus-organism-response approach. Based on data from 297 consumers in Turkey, the results supported all direct and indirect hypothesized associations among the variables, except the association between distraction and hedonic shopping motivation which was insignificant. Interestingly, findings showed that a high wow-effect is not a benefit for AR because it can reduce consumers' hedonic shopping motivation and intention to purchase via AR apps. The study further revealed more appropriate adjustment of AR features facilitates positive consumer behaviors.