Title:Exploring the Reality behind Augmented Reality Applications in Retailing: The Role of Value Orientation and Use Frequency
Volume: 18
Issue: 2
Author(s): Mais A. Al-Sharqi*Haitham S. Hasan
Affiliation:
- Bioinformatics Department, Biomedical Informatics College, University of Information Technology and Communications,
Baghdad, Iraq
Keywords:
Augmented reality, word-of-mouth (WOM), customer satisfaction, value orientation, technology value, use frequency.
Abstract:
Background: Augmented reality (AR) technology has altered the retail business
while also improving the shopping experience. Several studies have been conducted to investigate
the factors that influence the relevance of perceived AR technology values, as well as how
these values influence customer enjoyment and the desire to spread good word of mouth
(WOM). This study explores how the perceived value of AR affects customer satisfaction, enjoyment,
and recommendations.
Objective: This study aimed to examine how the usage frequency moderates the associations
between human value orientation and perceived AR values, as well as the correlations between
valued AR and satisfaction and positive WOM intention. It studies the relationship between
perceived AR values and consumer happiness, as well as the influence of human value orientation
on perceived AR values (receptivity to change, preservation of resources, selfimprovement,
and transcendence of oneself) (playful, social, aesthetic appeal, and usability).
Methods: This research extends the human value orientation theory by proposing a novel model
for the link between AR value orientation and usage frequency. To obtain data, a survey was
distributed to those who have engaged with retail AR features.
Results: Contrary to popular belief, the data demonstrate that a certain group of perceived AR
values is linked to each value orientation, emphasizing the significance of a certain perceived
AR value in affecting customer satisfaction and positive WOM intention. This study shows
that usage frequency moderates the associations between human value orientation and perceived
AR values, as well as the correlations between valued AR and satisfaction and positive
WOM intention. It also shows that consumer value orientation is the most essential aspect in
choosing which AR technology advantage they value most. AR technology values also affect
consumer satisfaction and word-of-mouth marketing (WOM).
Conclusion: The value orientation of an individual influences the value of augmented reality
technology, which may vary depending on the frequency of usage. This paper concludes with
suggestions for merchants regarding augmented reality technology. Moreover, the precise
number of applications that can be made available to customers and retailers is determined by
this study, which benefits both retailers and researchers.
