Major findings and implications
| Main conclusions | Implications |
|---|---|
| Perceived ease of use and utility are significant elements influencing consumers’ purchase intentions, while ARRT media features (interactivity augmentation, flow experience, consumer engagement) are secondary to consumers’ buying decisions | While both hedonic and utilitarian attributes are important, enhancing the utilitarian value of ARRT platforms is crucial for influencing online purchase intention. Consumers prefer technology that provides better product insights and ease of decision-making, favoring ARRT platforms for their task-technology fit |
| The moderating effect of GDP per capita and a country’s innovation level on the relationship between ARRT features (augmentation, customer engagement, perceived usefulness, interactivity and perceived ease of use) and purchase intention is significant. This effect is stronger in developing economies with lower GDP per capita and varies with the country’s innovation level | Platform developers in low-GDP countries should focus on practical, accessible solutions for informed purchases. While AR may not meet all needs, creativity is essential. ARRT features are more significant in high-innovation countries, but utilitarian and hedonic attributes remain crucial in developing economies. Despite later exposure to innovation, these consumers quickly adopt new technologies due to cross-national learning |
| Main conclusions | Implications |
|---|---|
| Perceived ease of use and utility are significant elements influencing consumers’ purchase intentions, while ARRT media features (interactivity augmentation, flow experience, consumer engagement) are secondary to consumers’ buying decisions | While both hedonic and utilitarian attributes are important, enhancing the utilitarian value of ARRT platforms is crucial for influencing online purchase intention. Consumers prefer technology that provides better product insights and ease of decision-making, favoring ARRT platforms for their task-technology fit |
| The moderating effect of GDP per capita and a country’s innovation level on the relationship between ARRT features (augmentation, customer engagement, perceived usefulness, interactivity and perceived ease of use) and purchase intention is significant. This effect is stronger in developing economies with lower GDP per capita and varies with the country’s innovation level | Platform developers in low-GDP countries should focus on practical, accessible solutions for informed purchases. While AR may not meet all needs, creativity is essential. ARRT features are more significant in high-innovation countries, but utilitarian and hedonic attributes remain crucial in developing economies. Despite later exposure to innovation, these consumers quickly adopt new technologies due to cross-national learning |
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