How Patterns of Lifestyle via Immersive AR-Based Practices Engender Buying Behavior: The Role of Attitude towards the Brand
- DOI
- 10.2991/978-94-6463-348-1_37How to use a DOI?
- Keywords
- Augmented Reality Marketing; lifestyle; attitude
- Abstract
User experiences result from immersive cultural events in augmented reality (AR) simulated environments. Studies of AR technology that can transform consumer perception and attitudes offer more insights into predicting socio-economic behaviors and performance. The purpose of this paper is to utilize the data of 729 AR users to uncover the forms of lifestyle via innovative AR technologies in retail settings and how different lifestyles can trigger brand attitudes and buying behavior sequentially. Based on the analysis using SPSS version 22 and SmartPLS software version 3.3.3, the study finds the positive impacts of the formalistic immersive practices and personalistic immersive practices towards a brand. In addition, individuals tend to consider the information from other people as a form of socio-centric immersive practices.
Research purpose:
This study aims to uncover the forms of lifestyle via innovative AR technologies in retail settings and how different lifestyles can trigger brand attitudes and buying behavior sequentially
Research motivation:
The retail scenery is considered by increasing usage of innovative and interactive AR technologies through high connectedness, omnipresent, and touchless systems that improve and support the user buying experience. Via the interactive practices of AR technology, different consumer lifestyles are uncovered and enable buying behavior
Research design, approach, and method:
Through experiences and practices of AR, our paper explores how different lifestyles can engender attitudes towards a brand and purchasing behavior
Main findings:
Our study suggests that formalistic immersive practices positively impact attitudes towards a brand. People tend to buy goods that are approved by a formal group. In addition, there is a positive relationship between the socio-centric immersive practices and consumers’ attitudes towards a brand. Individuals consider the information from a social reference group such as friends and relatives as proof regarding reality. Thus, their buying behaviors are affected by these opinions
Practical/managerial implications:
Our finding is important for firm management in the retail industry to increase sale revenue by understanding the buying behavior of consumers.
- Copyright
- © 2023 The Author(s)
- Open Access
- Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.
Cite this article
TY - CONF AU - My-Trinh Bui AU - Huong Le AU - Thi-Lien Pham PY - 2024 DA - 2024/02/05 TI - How Patterns of Lifestyle via Immersive AR-Based Practices Engender Buying Behavior: The Role of Attitude towards the Brand BT - Proceedings of the 11th International Conference on Emerging Challenges: Smart Business and Digital Economy 2023 (ICECH 2023) PB - Atlantis Press SP - 483 EP - 493 SN - 2352-5428 UR - https://doi.org/10.2991/978-94-6463-348-1_37 DO - 10.2991/978-94-6463-348-1_37 ID - Bui2024 ER -