The Impact of Augmented Reality Characteristics on Cyberconsumer Responses : Affective, Cognitive, and Behavioral

Abstract

This research aims to study how the characteristics offered by augmented reality (AR) such as interactivity, system quality, product information can influence the affective (immersion, pleasure and appreciation of the product), cognitive (usefulness of the media) and behavioral (intention to reuse) responses of the Tunisian cyberconsumer. To achieve this, we will conduct a quantitative study using a questionnaire administered to a sample of 350 consumers. The results via SPSS 18 and AMOS 21 software reveal that interactivity has a positive impact on immersion and pleasure (affective responses), that the quality of the system and product information have a positive impact on the usefulness of the media (cognitive response), and that the pleasure and usefulness of the media have a positive impact on the intention to reuse (behavioral response). This research provides valuable insights for marketing and e-commerce professionals in developing effective strategies focused on consumer experiences with augmented reality.