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Publicação
Augmented reality in retail
| Nome: | Descrição: | Tamanho: | Formato: | |
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| 1.79 MB | Adobe PDF |
Orientador(es)
Resumo(s)
Retail practice shows that augmented-reality shopping applications with similar technical
quality can elicit widely different consumer reactions. This study proposes a dual-pathway
Stimulus–Organism–Response model: a technical pathway linking augmented realism, information
richness, and personalization to interaction satisfaction, and an emotion-priming pathway where
anticipated emotions shape immersion, telepresence, and pleasure without technical appraisal. Both
converge at inspiration, the sole System-2 construct converting experience into behavior. Data from
quasi-experimental participants were analyzed using PLS-SEM, SHAP-interpreted gradient boosting,
and K-Means robustness checks. Information richness showed the strongest technical effect, while
anticipated emotions most strongly affected immediate experiences. Inspiration predicted purchase
and cross-buying intentions. Machine-learning diagnostics supported the framework and revealed
non-linear thresholds in key pathways, clarifying inconsistent AR outcomes and positioning inspiration
as the cognitive bridge to purchase.
Descrição
Palavras-chave
Augmented reality Anticipated emotions Inspiration Nonlinear exploration Clustering algorithm