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- W3133484251 abstract "The purpose of this study is to examine the effects of the “virtual try-on” technology (AR) and the “3D virtual store” (VR) incorporated in an apparel retail website on purchase intentions. This study highlights the mediating role of cognitive elaboration in the process through which these technologies influence purchase intentions, and examines the way consumers’ shopping goals (searching vs. browsing) interact with the website technology and influence their responses. The two experiments demonstrated that, for browsers, the website with VR was more effective in increasing purchase intentions than were the website with AR or a regular website with no technology, while for searchers, both the website with AR and the website with VR were more effective than was a regular website. In addition, cognitive elaboration mediated the interaction between a technology and a shopping goal on purchase intentions for browsers, while such a mediating effect was not found in searchers." @default.
- W3133484251 created "2021-03-01" @default.
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- W3133484251 date "2021-02-16" @default.
- W3133484251 modified "2023-10-15" @default.
- W3133484251 title "Do Augmented and Virtual Reality Technologies Increase Consumers’ Purchase Intentions? The Role of Cognitive Elaboration and Shopping Goals" @default.
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- W3133484251 doi "https://doi.org/10.1177/0887302x21994287" @default.
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