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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

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0955-6222
DOI
10.1108/IJCST-05-2013-0055
Publisher site
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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 Technology – Emerald Publishing

Published: Oct 28, 2014

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