Reliability and validity (overall sample)
| Items | Factor loading |
|---|---|
| Augmentation quality (AQU) | |
| Adapted from Hinsch et al. (2020)α = 0.866; Rho_a = 0.877; CR = 0.877; AVE = 0.692 | |
| I felt that the virtual characters were really there | 0.896 |
| It felt like the shapes came from the tablet | 0.854 |
| The virtual elements looked very realistic | 0.737 |
| AR expertise (ARex) | |
| Adapted from Hinsch et al. (2020)α = 0.950; Rho_a = 0.950; CR = 0.950; AVE = 0.863 | |
| I know what augmented reality is | 0.935 |
| I already had experience with augmented reality | 0.943 |
| I am interested in augmented reality in general | 0.909 |
| Inspired-by (Insby) | |
| Adapted from Böttger et al. (2017)α = 0.884; Rho_a = 0.892; CR = 0.888; AVE = 0.614 | |
| This brand stimulated my imagination | 0.808 |
| I appreciate the new idea captured in this brand | 0.812 |
| I got new ideas unexpectedly and spontaneously by looking at this brand | 0.819 |
| I admire the new idea shared in this brand | 0.818 |
| I feel that I have discovered something new from this brand | 0.646 |
| Inspired-to (Insto) | |
| Adapted from Böttger et al. (2017)α = 0.895; Rho_a = 0.898; CR = 0.895; AVE = 0.632 | |
| This brand has inspired me to do something | 0.778 |
| This brand has made me want to do something | 0.834 |
| This brand has increased my interest to do something | 0.842 |
| This brand has motivated me to do something | 0.795 |
| This brand has made me want to do more | 0.719 |
| App/brand congruence (Appbrand) | |
| Adapted from Hinsch et al. (2020)α = 0.856; Rho_a = 0.857; CR = 0.857; AVE = 0.666 | |
| The app is suitable to support the brand’s products | 0.794 |
| The app fits the brand’s product range | 0.835 |
| The app matches the values that the brand conveys with its products | 0.819 |
| Experience extension (Experince) | |
| Adapted from Wei et al., (2023)α = 0.931; Rho_a = 0.931; CR = 0.931; AVE = 0.818 | |
| I would recommend this brand to someone who asks for my recommendation | 0.902 |
| I would encourage my friends and relatives to visit the brand | 0.901 |
| I would share this experience with my friends and relatives | 0.911 |
| Items | Factor loading |
|---|---|
| I felt that the virtual characters were really there | 0.896 |
| It felt like the shapes came from the tablet | 0.854 |
| The virtual elements looked very realistic | 0.737 |
| I know what augmented reality is | 0.935 |
| I already had experience with augmented reality | 0.943 |
| I am interested in augmented reality in general | 0.909 |
| This brand stimulated my imagination | 0.808 |
| I appreciate the new idea captured in this brand | 0.812 |
| I got new ideas unexpectedly and spontaneously by looking at this brand | 0.819 |
| I admire the new idea shared in this brand | 0.818 |
| I feel that I have discovered something new from this brand | 0.646 |
| This brand has inspired me to do something | 0.778 |
| This brand has made me want to do something | 0.834 |
| This brand has increased my interest to do something | 0.842 |
| This brand has motivated me to do something | 0.795 |
| This brand has made me want to do more | 0.719 |
| The app is suitable to support the brand’s products | 0.794 |
| The app fits the brand’s product range | 0.835 |
| The app matches the values that the brand conveys with its products | 0.819 |
| I would recommend this brand to someone who asks for my recommendation | 0.902 |
| I would encourage my friends and relatives to visit the brand | 0.901 |
| I would share this experience with my friends and relatives | 0.911 |
Note(s): α, CR and AVE denote Cronbach’s alpha, composite reliability and average variance extracted, respectively
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