Augmented Reality in the Retail Outlet: Shaping the Retail Shopping Experience—A Cross‐Cultural Study.
Saved in:
| Title: | Augmented Reality in the Retail Outlet: Shaping the Retail Shopping Experience—A Cross‐Cultural Study. |
|---|---|
| Authors: | Irshad, Waseem (AUTHOR), Zhou, Erhua (AUTHOR), Rasheed, Hafiz Muhammad Wasif (AUTHOR), Mumtaz, Muhammad Usman (AUTHOR) |
| Source: | Journal of Consumer Behaviour. Jul2025, Vol. 24 Issue 4, p1591-1612. 22p. |
| Subjects: | Augmented reality, Brand loyalty, Cross-cultural studies, Personal care products industry, Aesthetics, Satisfaction, Sociocultural factors, Customer experience |
| Geographic Terms: | United Kingdom, United Arab Emirates |
| Abstract: | Brick‐and‐mortar stores in the e‐commerce era with declining revenues emphasize augmented reality (AR) to foster brand loyalty. This study examines how AR technological and cultural factors impact experiential values (EV) (playfulness and aesthetics), which subsequently influence brand loyalty in the UK and UAE, mediated by satisfaction. Whereas AR psychological engagement moderates the satisfaction‐brand‐loyalty link. Using the Stimulus–Organism–Response (SOR) theory, data were collected via questionnaires from 500 women, with an 84% response rate. Analysis reveals AR technological and cultural factors significantly impact EVs. Meanwhile, satisfaction mediates the relationship between EV and brand loyalty. However, the magnitude of these effects differs between the UK and UAE. AR's psychological engagement as a moderator is insignificant. The study offers unique insights by framing cultural factors as contextual stimuli within the SOR framework, enriching AR research by shaping EV. The study contributes novelty by examining the impact of EV on brand loyalty via satisfaction in the beauty industry with innovative technology AR magic mirror in the UK. Additionally, pioneering AR research in the underrepresented UAE beauty industry. The study offers substantive insights for researchers and practitioners alike, recommending culturally adaptive AR solutions, personalized and playful features, and sleek interfaces for the UK and UAE markets, respectively. [ABSTRACT FROM AUTHOR] |
| Copyright of Journal of Consumer Behaviour is the property of Wiley-Blackwell and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.) | |
| Database: | Psychology and Behavioral Sciences Collection |
|
Full text is not displayed to guests.
Login for full access.
|
|
| Abstract: | Brick‐and‐mortar stores in the e‐commerce era with declining revenues emphasize augmented reality (AR) to foster brand loyalty. This study examines how AR technological and cultural factors impact experiential values (EV) (playfulness and aesthetics), which subsequently influence brand loyalty in the UK and UAE, mediated by satisfaction. Whereas AR psychological engagement moderates the satisfaction‐brand‐loyalty link. Using the Stimulus–Organism–Response (SOR) theory, data were collected via questionnaires from 500 women, with an 84% response rate. Analysis reveals AR technological and cultural factors significantly impact EVs. Meanwhile, satisfaction mediates the relationship between EV and brand loyalty. However, the magnitude of these effects differs between the UK and UAE. AR's psychological engagement as a moderator is insignificant. The study offers unique insights by framing cultural factors as contextual stimuli within the SOR framework, enriching AR research by shaping EV. The study contributes novelty by examining the impact of EV on brand loyalty via satisfaction in the beauty industry with innovative technology AR magic mirror in the UK. Additionally, pioneering AR research in the underrepresented UAE beauty industry. The study offers substantive insights for researchers and practitioners alike, recommending culturally adaptive AR solutions, personalized and playful features, and sleek interfaces for the UK and UAE markets, respectively. [ABSTRACT FROM AUTHOR] |
|---|---|
| ISSN: | 14720817 |
| DOI: | 10.1002/cb.2483 |
