The Effects of Perceived Quality of Augmented Reality in Mobile Commerce—An Application of the Information Systems Success Model

Abstract

Augmented reality (AR) enables consumers to browse and try products virtually by providing additional information and functionality to mobile shopping. Retailers continue to develop AR technology to engage consumers and enhance their digital shopping experiences. However, despite the growing interest in this technology, consumers rarely rely on AR due to the quality of its content. This study applies an information systems success model to examine the antecedents that influence the adoption of mobile technology, specifically focusing on consumers’ perception of AR quality and its effect on perceived diagnosticity and consumer satisfaction when using AR technology. Moreover, the study examines how perceived diagnosticity and satisfaction influence loyalty. The study participants were 283 shoppers in Korea who have previously experienced mobile shopping, with data collected through an online survey. The results show that when using AR, (1) the consumer’s perceptions of information quality and visual quality positively influence perceived diagnosticity and satisfaction, (2) perceived diagnosticity positively influences satisfaction and (3) satisfaction positively influences loyalty. These results have practical implications for mobile retailers seeking to develop effective product presentation strategies using innovative technologies.

Keywords

• augmented reality
• perceived quality
• perceived diagnosticity
• satisfaction
• loyalty
• mobile shopping