Publication
Augmented reality in retail
| dc.contributor.author | Gary, Joston | |
| dc.contributor.author | Xixing, Zhou | |
| dc.contributor.author | Tang, Yuk Ming | |
| dc.contributor.author | Yang, Gu | |
| dc.contributor.author | Moreira, Antonio | |
| dc.date.accessioned | 2026-01-17T15:31:03Z | |
| dc.date.available | 2026-01-17T15:31:03Z | |
| dc.date.issued | 2025-11-28 | en_US |
| dc.date.updated | 2026-01-16T15:44:29Z | |
| dc.description.abstract | 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. | eng |
| dc.description.version | info:eu-repo/semantics/publishedVersion | |
| dc.identifier.doi | 10.4018/jgim.394246 | en_US |
| dc.identifier.issn | 1062-7375 | en_US |
| dc.identifier.issn | 1533-7995 | en_US |
| dc.identifier.slug | cv-prod-4629840 | |
| dc.identifier.uri | http://hdl.handle.net/10400.2/20965 | |
| dc.language.iso | eng | |
| dc.peerreviewed | yes | |
| dc.rights.uri | http://creativecommons.org/licenses/by/4.0/ | |
| dc.subject | Augmented reality | |
| dc.subject | Anticipated emotions | |
| dc.subject | Inspiration | |
| dc.subject | Nonlinear exploration | |
| dc.subject | Clustering algorithm | |
| dc.title | Augmented reality in retail | en_US |
| dc.type | journal article | |
| dspace.entity.type | Publication | |
| oaire.citation.endPage | 60 | |
| oaire.citation.issue | 1 | en_US |
| oaire.citation.startPage | 1 | |
| oaire.citation.title | Journal of Global Information Management | en_US |
| oaire.citation.volume | 33 | en_US |
| oaire.version | http://purl.org/coar/version/c_970fb48d4fbd8a85 | |
| person.familyName | Moreira | |
| person.givenName | Antonio | |
| person.identifier.orcid | 0000-0002-6613-8796 | |
| rcaap.cv.cienciaid | 541F-5442-5666 | António Carrizo Moreira | |
| rcaap.rights | openAccess | en_US |
| relation.isAuthorOfPublication | 51ad303d-335c-4e2f-bae3-fffffef2e2f5 | |
| relation.isAuthorOfPublication.latestForDiscovery | 51ad303d-335c-4e2f-bae3-fffffef2e2f5 |