Augmented reality in mobile shopping: Analysis of variables affecting customer behavior with the SOR Paradigm

Augmented reality technology, which is one of the transformative technologis of today, has started to bring innovations in the retail sector and change the consumer-brand interaction. In this study, the determinants affecting the augmented reality technology use of customers while making mobile shopping were examined on the basis of the SOR Paradigm. In this direction, online survey data collected from 400 university students was analyzed by structural equation modeling. As a result of the analysis, it was determined that the liveliness, individuality and product informativeness variables positively affect both the hedonic and utilitarian value of consumers, while only the spatial presence positively affects the utilitarian value. It has been determined that the hedonic and utilitarian value of consumers positively affects the psychological inspiration during shopping and as a result, the intention of consumers to continue using augmented reality shopping applications increases. In addition, it was determined that the interactivity and system quality variables did not have a significant effect on hedonic and utilitarian value, and the spatial presence variable did not affect hedonic value. Key Words: Smart Retailing, Augmented Reality Marketing, SOR Paradigm