UNVEILING THE COGNITIVE AND AFFECTIVE DRIVERS OF PURCHASE INTENTIONS IN MOBILE AR: A MULTI-GROUP SEM ANALYSIS OF CHINESE CONSUMERS

Abstract

This study explores the impact of augmented reality (AR) attributes on the purchasing intentions of Chinese consumers, utilising the stimulus-organism-response (S-O-R) theoretical framework. A posttest-only, between-group experimental design was implemented, employing a multi-group structural equation modelling (SEM) approach to analyse data collected from a sample of 802 respondents. The results indicate that both perceived augmented realism and perceived technological fluidity significantly enhance consumers’ cognitive responses—such as attitudes and perceived information quality—as well as affective responses, including immersion and enjoyment. These strengthened cognitive and affective responses subsequently exert a positive influence on consumers’ intention to purchase. Moreover, the cognitive and affective responses serve as mediators in the relationship between perceived augmented realism, perceived technological fluidity, and purchase intention. These findings underscore the critical role of perceived augmented realism and technological fluidity in mobile AR shopping, contributing to the enrichment of the S-O-R theoretical model by providing meaningful insights into AR’s influence on consumer behaviour within the Chinese e-commerce context.