The effect of AR technology attributes on self-efficacy and purchase intention in mass customization service

This study investigates the effects of AR technology attributes on the self-efficacy and purchase intentions of mass customization service users, as well as the differences between experienced and inexperienced consumers. We examined the impact of AR technology attributes on self-efficacy, the effect of self-efficacy on purchase intention, and the mediating role of self-efficacy. Data were collected from June 8 to July 15, 2023, from both experienced customers and inexperienced potential customers of customized home furnishing services in China, using online and offline questionnaires. Reliability and validity analyses, hypothesis testing, and mediation effect analysis were performed using SPSS 27 and AMOS 29 software. The research results show that AR technology attributes positively affect the self-efficacy of experienced consumers. Additionally, self-efficacy not only positively impacts purchase intention but also mediates the relationship between AR technology attributes and purchase intention. Furthermore, the experienced group scored higher on AR interactivity, AR novelty, self-efficacy, and purchase intention compared to the inexperienced group.