To See is to Believe through Social Augmented Reality: A Mechanism from Shopper's Point-of-View Sharing

Background: The existing body of research on augmented reality (AR) and purchase intention has primarily focused on conceptual and strategic reviews, technical issues, user evaluation, and product presentation aspects, often neglecting the psychological states that may influence consumers' purchase decisions. This study aims to bridge this gap by examining social AR, which involves the use of AR for social purposes, with a focus on point-of-view (POV) sharing, social empowerment, flow, and perceived ownership. By investigating these cognitive and affective factors within the framework of stimulus-organism-response (SOR) theory, we aim to uncover their potential impact on purchase intentions and the likelihood of consumers advocating for AR-enabled applications, known as app evangelism. Through this exploration, our goal is to provide a comprehensive understanding of the complex interaction between psychological factors and AR technology in shaping consumer behavior. Method: Participants were recruited through online platforms such as Facebook and PTT BBS to fill out the questionnaire, resulting in a total of 411 questionnaires collected over a five-week period in 2021. After removing invalid entries, 335 valid responses were retained for statistical analysis.. Results: In the context of social AR, POV sharing correlates with social empowerment and purchase intention, yet does not directly impact perceived ownership. Conversely, social empowerment is associated with flow, perceived ownership, and purchase intention. Regarding app evangelism, the study finds significant relationships between flow and perceived ownership with app evangelism, indicating that attachment to a brand and immersive experiences contribute to brand advocacy. Conclusion: The investigation into purchase intention reveals significant relationships with both POV sharing and social empowerment, highlighting the importance of flow and perceived ownership in influencing consumers' perspectives on purchase decisions and app evangelism. Managerial implications, limitations, and directions for future research are discussed.