Augmented reality and impulse buying in mobile apps: a repeated indicator structural equation modeling approach

Purpose Augmented reality (AR) has become a vital tool for practitioners and marketers to offer adequate visual product information to virtual consumers interactively. This research aims to investigate the direct and indirect effects of AR usage motivation and augmentation quality on impulse purchase intention mediated by perceived value. The stimulus-organism-response framework has been used to understand the mechanism deeply; however, product involvement has been used as a moderator. Design/methodology/approach The survey method was used to collect data from 346 AR users, and a repeated-indicator approach was applied in the structural equation modeling. Findings AR usage motivation emerged as a primary factor driving impulse buying, both directly and through perceived value. Augmentation quality did not yield fruitful results for impulse-buying intention. Nevertheless, it had a significant impact on perceived value and impulse-buying intention when perceived value was used as a mediator. Furthermore, product involvement moderates the relationship between perceived value and the intention to make impulse purchases. Originality/value The results contribute to the marketing literature from a technological perspective, reporting that external stimuli, through perceived value, generate a positive response. The results provide valuable insights for marketers, practitioners, and managers of response systems in AR-based applications. The authors also provided comprehensive guidelines for future researchers interested in exploring the marketing or behavioral aspects of AR.