The digital interface effect: how mobile augmented reality (MAR) app quality shape purchase decisions

Purpose Despite being a promising technology, augmented reality (AR) does not help much in the conversion to sales of retail products. Hence, this study aims to comprehend the factors related to mobile augmented reality (MAR) apps that drive customers’ purchase intention. Design/methodology/approach A survey-based methodology was adopted to identify the antecedents to the attitude towards the MAR app and purchase intention for retail products. The questionnaire was formulated using the validated scales for aesthetics, responsiveness, ease of use (EOU), service quality, visual quality, interaction quality, data security, attitude towards the MAR app and purchase intention. Findings Significant relationships were found for the four antecedents of attitude to the MAR app. Under interacting quality, EOU was more pronounced than responsiveness. Attitude towards the MAR app was found to be significant towards purchase intention. Service quality was completely mediated towards the MAR app, whereas visual quality, interaction quality and data security showed partial mediation. Research limitations/implications Though AR technology is still in its infancy, the design of MAR apps’ quality factors is proving to have the potential to aid in increased purchase intention thus enabling the practitioners to take strategic decisions. Originality/value This study makes a detailed contribution to comprehend the stimuli of MAR apps in influencing purchase intentions. The identified MAR app quality variables empirically substantiated their supremacy in sales conversion.