Unraveling the factors that influence connectedness and relationship performance with augmented reality apps

Bibliographic Data

ID7155653
AuthorsWaqar Nadeem (0000-0002-1386-8154, Goodman School of Business, Brock University Marketing, International Business, and Strategy Department (MIBS)), Saifeddin Alimamy (0000-0002-1894-5155, Zayed University), Abdul R Ashraf (0000-0001-7257-4255, Goodman School of Business, Brock University Marketing, International Business, and Strategy Department (MIBS))
Year2025
Volume38
Issue5
Pages2097-2141
Publication date2025-11-03
Peer ReviewedYes
Open AccessNo
TypeARTICLE
VenueInformation Technology and People (JOURNAL)
Journal identifiersISSN: 0959-3845 • E-ISSN: 1758-5813
PublisherEmerald (PUBLISHER)
DOI10.1108/itp-06-2023-0596
OpenAlexW4399331159
LanguageEN
Citations received1
References cited139

Purpose Augmented reality (AR) technology presents novel opportunities for marketers to captivate consumers, enhancing their experiences with brands. Although recent research underscores consumers' favorable responses to AR within retail contexts, there remains a paucity of studies examining the specific factors motivating these responses, i.e. reasons for, such as the appeal of entertainment, trendiness, customization, interaction and augmentation quality. Conversely, reasons against AR acceptance, such as perceived lack of realism, skepticism or perceived deception, are also underexplored. Design/methodology/approach Guided by the behavioral reasoning theory, the current study delves into consumers' personal values and beliefs, their reasons for and reasons against using AR apps and how these factors influence their engagement and relationship performance with AR apps. The data were collected from 343 AR app users to test the developed theoretical framework. Findings Results reveal that while perceived value compatibility does not influence reasons for using AR apps, it negatively influences reasons against using AR apps and positively influences connectedness to AR apps. Interestingly, openness to change does not significantly influence users’ connection to AR apps, and no association was found between reasons-against and connectedness to AR apps and relationship performance. However, a positive relationship was observed between users’ connectedness to AR apps and their relationship performance. Originality/value By offering these insights, this study contributes to a foundational understanding of the behavioral intricacies and dynamic interaction patterns within the rapidly emerging AR user base

Augmented reality · Human–computer interaction · Social connectedness · Computer Science · Customer Service Quality and Loyalty · Digital Marketing and Social Media · Psychology · Social Psychology · Technology Adoption and User Behaviour

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