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Augmented Reality (AR) is an appropriate technology that allows users to place virtual products in their physical environment (e.g., a piece of furniture), helping them visualize the products before making a purchase. The objective of this study was to examine the comparison between AR mode and web-based mode in online shopping and the impact of six underlying mechanisms, which we have named AR attributes (interactivity, information, enjoyment, novelty, vividness, intrusiveness), on user experience and online purchase intention. To achieve this, two distinct electronic questionnaires were developed. The first group focused on the web-based mode, and 204 individuals who utilized the IKEA website participated. The second group focused on AR mode and 206 individuals who utilized the IKEA Place app participated. The collected data underwent analysis using structured equation modeling and multi-group analysis techniques, enabling a comparative evaluation of questionnaire outcomes. The comparison of the two modes revealed that when participants use the AR mode, interactivity and novelty have a positive and significant impact, while intrusiveness has a negative and significant impact on user experience and online purchase intention. It is important to note that this research was conducted in a developing country, and understanding people's shopping behavior and habits in such a context can unveil new aspects of the adoption of emerging technologies. These results have significant implications for retailers concerning the practical implementation of AR technology in developing countries, providing insights into its potential to enhance user experience and drive online purchase intentions. |
