Shao Jiawei, Liu ziyang, Journal of Internet Computing and Services, Vol. 26, No. 1, pp. 79-91, Feb. 2025
10.7472/jksii.2025.26.1.79, Full Text:
Keywords: Augmented Reality, Flow Experience, Purchase Intentions, perceived risk, Technology Acceptance Model, S-O-R Model

Abstract

With the rapid development of Augmented Reality (AR) technology, virtual fitting rooms have been widely adopted in the retail industry. However, the impact of consumers' flow experience when using AR shopping on their purchase intentions, as well as the moderating role of perceived risk, has not been fully explored. This study integrates the Technology Acceptance Model (TAM) and the Stimulus-Organism-Response (SOR) model to construct a behavioral and psychological model of consumers using AR devices for shopping. It investigates how situational characteristics (immersion, enjoyment, interactivity) and technological usage characteristics (perceived ease of use, perceived usefulness) affect the flow experience, and how the flow experience influences purchase intention, while also analyzing the moderating effect of perceived risk. A questionnaire survey was conducted with 407 Chinese consumers, and an empirical analysis was performed using structural equation modeling. The results indicate that immersion, enjoyment, and interactivity significantly and positively affect the flow experience. Perceived ease of use positively influences perceived usefulness, which in turn positively affects the flow experience. The flow experience significantly and positively impacts purchase intention. Moreover, perceived risk not only positively affects the flow experience but also enhances the positive impact of the flow experience on purchase intention. The findings provide important practical references for enterprises to leverage AR technology to enhance consumer shopping experiences and promote purchasing behavior.

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