A Study of the Impact of Mobile Augmented Reality Apps to Tourist Impulse Buying Behavior

• Main Authors: DO THI HAI NINH, 杜氏海寧
• Other Authors: Wurong Shih
• Format: Others
• Language: en_US
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/9nd6zk

博士 === 南臺科技大學 === 經營管理博士學位學程 === 106 === Recently, Mobile Augmented Reality (MAR) has become a popular topic for scholar doing research about new type of e-commerce. The mobile market have started filling up with augmented reality apps, ranging from games to navigation assistants. While the online impulse buying is increasingly through the web-based. Now with the help of MAR, retailer can increase the sale to even double time. However, as of yet there have been no attempts to mix these two ideas – MAR apps and impulse buying behavior in research specially in tourism industry. Hence, this study integrates Technology Acceptance Model (TAM), Stimulus-Organism-Response (S-O-R), Flow theory, and combine with satisfaction of user in MAR apps environment. The new extended of TAM model was built up to explain the acceptant of the MAR apps users, with several new variables such as perceived interactivity, satisfaction. In addition, this study explore the relationship between MAR apps characteristics with tourist impulse buying behavior. Based on the survey conducted with over 500 respondents, a series of subjective user tests by using SPSS and SEM-PLS approach were conducted. The main findings indicates that within the augmented reality environment, the MAR apps characteristics play the important role to lead tourist to unplanned purchase. The study shows that the more useful and easier of using mobile augmented reality apps will improves the perceived enjoyment and satisfaction of the tourist, then increase the tourist impulse buying behavior. Moreover, this study also found the mediating effects of flow experience to the relationship between perceived ease of use to satisfaction why using MAR apps. The results are consistent with some previous researchers and explores characteristics of MAR apps which influence to user.