Impact of augmented reality-driven cultural creative product innovation on consumers’ purchase intentions: evidence from Chinese tourist attraction refrigerator magnets

This study employs refrigerator magnets from Chinese tourist attractions as a case study and utilizes a three-stage mixed-method research design to examine the effects of augmented reality (AR) technology’s innovative application in cultural and creative products on consumers’ purchase intentions. In the initial stage, we collected consumer reviews from the Xiaohongshu platform using Python programs and conducted semi-structured interviews with 20 collectors of AR refrigerator magnets. Using a three-level coding method based on grounded theory, we identified eight key factors affecting consumer perception: perceived ease of use, perceived usefulness, social influence, price value, visual aesthetics, emotional value, cultural value, and perceived innovativeness. In the second phase, we developed a theoretical model drawing on the technology acceptance model (TAM), value-based adoption model (VAM), and unified theory of acceptance and use of technology (UTAUT) frameworks, followed by a structural equation modeling (SEM) analysis of 337 valid questionnaire responses. The findings show that all seven variables, except perceived innovativeness, significantly influenced purchase intentions; perceived ease of use had the most significant effect, while emotional value had the least. In the third stage, we conducted a fuzzy-set qualitative comparative analysis (fsQCA) to explore the complex interrelationships among the eight variables, identified 11 conditions that enhance purchase intention, and compared the SEM and fsQCA outcomes. This study provides theoretical support for the field of AR technology and consumer behavior, while offering empirical evidence for technological innovation in the cultural and creative industries and the formulation of marketing strategies.