@article{ART003153723},
author={Zhi-Zhong Xiao and Ji Yang and Zi-Yang Liu},
title={The Impact of Augmented Reality Features on Online Purchase Intentions: A Self-Determination Theory Perspective in E-Commerce},
journal={Journal of The Korea Society of Computer and Information},
issn={1598-849X},
year={2024},
volume={29},
number={12},
pages={281-292}
TY - JOUR
AU - Zhi-Zhong Xiao
AU - Ji Yang
AU - Zi-Yang Liu
TI - The Impact of Augmented Reality Features on Online Purchase Intentions: A Self-Determination Theory Perspective in E-Commerce
JO - Journal of The Korea Society of Computer and Information
PY - 2024
VL - 29
IS - 12
PB - The Korean Society Of Computer And Information
SP - 281
EP - 292
SN - 1598-849X
AB - In recent years, the popularity of online shopping has grown rapidly. However, there is still a scarcity of research exploring the use of augmented reality (AR) technology in this context, especially concerning the role of internal consumer motivations. This study aims to address this research gap by examining the factors that affect consumers' online purchase intentions when interacting with AR technology, utilizing Self-Determination Theory as the guiding framework. The research involved gathering and analyzing 597 valid responses through the application of multiple regression and component analysis methods. The findings indicate that key elements of Self-Determination Theory, particularly perceived autonomy, perceived competence, and perceived relatedness, have a positive impact on consumers' online purchase intentions. Importantly, the study also identifies that consumers' attitudes toward AR technology mediate this relationship, further enhancing their intention to buy online. This research contributes significantly to the understanding of how psychological motivations, framed within Self-Determination Theory, can be applied to AR-enhanced online shopping environments. Additionally, the findings offer strategic insights for online marketers. By better understanding the ways in which AR technology impacts consumer attitudes and purchase motivations, marketers can more effectively incorporate AR into their digital platforms to boost engagement, satisfaction, and ultimately, sales. This study provides a valuable foundation for future research on AR and consumer behavior in e-commerce settings.
KW - Self-Determination Theory;AR technology;Online purchase intentions;Attitude;Consumer behavior
DO -
UR -
ER -
Zhi-Zhong Xiao, Ji Yang and Zi-Yang Liu. (2024). The Impact of Augmented Reality Features on Online Purchase Intentions: A Self-Determination Theory Perspective in E-Commerce. Journal of The Korea Society of Computer and Information, 29(12), 281-292.
Zhi-Zhong Xiao, Ji Yang and Zi-Yang Liu. 2024, "The Impact of Augmented Reality Features on Online Purchase Intentions: A Self-Determination Theory Perspective in E-Commerce", Journal of The Korea Society of Computer and Information, vol.29, no.12 pp.281-292.
Zhi-Zhong Xiao, Ji Yang, Zi-Yang Liu "The Impact of Augmented Reality Features on Online Purchase Intentions: A Self-Determination Theory Perspective in E-Commerce" Journal of The Korea Society of Computer and Information 29.12 pp.281-292 (2024) : 281.
Zhi-Zhong Xiao, Ji Yang, Zi-Yang Liu. The Impact of Augmented Reality Features on Online Purchase Intentions: A Self-Determination Theory Perspective in E-Commerce. 2024; 29(12), 281-292.
Zhi-Zhong Xiao, Ji Yang and Zi-Yang Liu. "The Impact of Augmented Reality Features on Online Purchase Intentions: A Self-Determination Theory Perspective in E-Commerce" Journal of The Korea Society of Computer and Information 29, no.12 (2024) : 281-292.
Zhi-Zhong Xiao; Ji Yang; Zi-Yang Liu. The Impact of Augmented Reality Features on Online Purchase Intentions: A Self-Determination Theory Perspective in E-Commerce. Journal of The Korea Society of Computer and Information, 29(12), 281-292.
Zhi-Zhong Xiao; Ji Yang; Zi-Yang Liu. The Impact of Augmented Reality Features on Online Purchase Intentions: A Self-Determination Theory Perspective in E-Commerce. Journal of The Korea Society of Computer and Information. 2024; 29(12) 281-292.
Zhi-Zhong Xiao, Ji Yang, Zi-Yang Liu. The Impact of Augmented Reality Features on Online Purchase Intentions: A Self-Determination Theory Perspective in E-Commerce. 2024; 29(12), 281-292.
Zhi-Zhong Xiao, Ji Yang and Zi-Yang Liu. "The Impact of Augmented Reality Features on Online Purchase Intentions: A Self-Determination Theory Perspective in E-Commerce" Journal of The Korea Society of Computer and Information 29, no.12 (2024) : 281-292.
