Augmented reality and motion capture apparel e-shopping values and usage intention

Augmented reality and motion capture apparel e-shopping values and usage intention Purpose – The purpose of this paper is to examine: whether monetary, convenience, emotional, and social values were related to utilitarian and hedonic performance expectancies, which were then related to usage intention of augmented reality and motion capture (ARMC) e-shopping via a webcam and whether ego involvement and cognitive effort moderated the links between performance expectancies and usage intention. Design/methodology/approach – The proposed model was based on Prospect Theory and the Value-Attitude-Behavior hierarchy consumer decision model. The participants were US online apparel shoppers ( n =806) and were drawn from an online consumer panel. Structural equation modeling was employed to test the proposed model and research hypotheses. Findings – This study identified that utilitarian performance expectancy was positively related to usage intention. However, hedonic performance expectancy was not positively related to usage intention. Monetary, convenience, emotional, and social values had an indirect influence on usage intention, mediated by utilitarian performance expectancy. Ego involvement and cognitive effort moderated the link between utilitarian performance expectancy and usage intention. Managerial implications were discussed. Originality/value – The results not only verify theoretical conceptions regarding usage intention of ARMC e-shopping but also provide beneficial insights into the implementation and development of ARMC e-shopping applications that use webcams and motion capture technology. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Clothing Science and Technology Emerald Publishing

Augmented reality and motion capture apparel e-shopping values and usage intention

Loading next page...
 
/lp/emerald-publishing/augmented-reality-and-motion-capture-apparel-e-shopping-values-and-JSig5Sjl5i
Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0955-6222
D.O.I.
10.1108/IJCST-05-2013-0055
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to examine: whether monetary, convenience, emotional, and social values were related to utilitarian and hedonic performance expectancies, which were then related to usage intention of augmented reality and motion capture (ARMC) e-shopping via a webcam and whether ego involvement and cognitive effort moderated the links between performance expectancies and usage intention. Design/methodology/approach – The proposed model was based on Prospect Theory and the Value-Attitude-Behavior hierarchy consumer decision model. The participants were US online apparel shoppers ( n =806) and were drawn from an online consumer panel. Structural equation modeling was employed to test the proposed model and research hypotheses. Findings – This study identified that utilitarian performance expectancy was positively related to usage intention. However, hedonic performance expectancy was not positively related to usage intention. Monetary, convenience, emotional, and social values had an indirect influence on usage intention, mediated by utilitarian performance expectancy. Ego involvement and cognitive effort moderated the link between utilitarian performance expectancy and usage intention. Managerial implications were discussed. Originality/value – The results not only verify theoretical conceptions regarding usage intention of ARMC e-shopping but also provide beneficial insights into the implementation and development of ARMC e-shopping applications that use webcams and motion capture technology.

Journal

International Journal of Clothing Science and TechnologyEmerald Publishing

Published: Oct 28, 2014

There are no references for this article.

You’re reading a free preview. Subscribe to read the entire article.


DeepDyve is your
personal research library

It’s your single place to instantly
discover and read the research
that matters to you.

Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.

All for just $49/month

Explore the DeepDyve Library

Search

Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly

Organize

Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.

Access

Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.

Your journals are on DeepDyve

Read from thousands of the leading scholarly journals from SpringerNature, Elsevier, Wiley-Blackwell, Oxford University Press and more.

All the latest content is available, no embargo periods.

See the journals in your area

DeepDyve

Freelancer

DeepDyve

Pro

Price

FREE

$49/month
$360/year

Save searches from
Google Scholar,
PubMed

Create folders to
organize your research

Export folders, citations

Read DeepDyve articles

Abstract access only

Unlimited access to over
18 million full-text articles

Print

20 pages / month

PDF Discount

20% off