Augmented reality in delivering experiential values: moderating role of task complexity

This study examined if greater experiential values are provided when shopping via an AR mobile app compared to shopping via a general mobile website without AR. The mediating role of experiential values between the two shopping methods and customer loyalty as well as the moderating effect of task complexity between the two shopping methods and experiential values were further investigated. An exciting eyewear retailer’s mobile site and mobile app embedded with AR features were used. A total of 302 usable respondents participated in the study. Shoppers exposed to an AR function perceived greater aesthetics, escapism, enjoyment, and efficiency than those exposed to a non-AR mobile site. Also, compared to shoppers exposed to a general non-AR mobile site, shoppers exposed to an AR mobile app showed greater customer loyalty through the four experiential values. Task complexity modified the effects of AR on consumers’ perceived escapism and efficiency experiential values. This research fills the gap in the literature by investigating AR’s experiential values in connection with customer loyalty by comparing an AR-embedded mobile app with a general mobile site without an AR feature. The additional examination of task complexity also contributes to a complete understanding of AR experiential benefits considering consumers’ perceptions about AR operation task complexity.