Enhancing positive consumer responses and purchase decision through augmented reality and stickiness

• Autorzy: Ekawati Wayan , Suparna Gede , Rahanatha Gede Bayu , Rihayana I Gede , Adityarin Abiyoga Vena Swara Ni Nyoman

Identyfikatory

DOI

10.17512/pjms.2025.31.1.06

Warianty tytułu

PL

Zwiększanie pozytywnych reakcji konsumentów i decyzji zakupowych dzięki rozszerzonej rzeczywistości i wytrzymałości

• Języki publikacji: EN

Abstrakty

EN

Information Technology plays an important role in modern marketing by supporting various strategic and operational aspects. Marketing that relies on information technology is proven to help accelerate purchasing decisions by providing consumers with fast, interactive, and customized information. This study scrutinizes the interaction between augmented reality (AR), purchase decisions, consumer positive responses, and the moderating role of stickiness according to the Stimulus-Organism-Response (S-O-R) model. AR acts as a stimulus (S) that triggers emotional and cognitive reactions in consumers as an organism (O), which ultimately results in a response in the form of a purchase decision (R). Understanding S-O-R integration is very important to accelerate purchasing decisions by utilizing the fear of missing out (FOMO), where brands can build exclusivity and urgency to encourage consumers to make purchases faster. Surveyed 400 millennial respondents in Bali, the collected and declared valid data were analyzed using SMART-PLS 3 software. The study reveals that positive response is an important mediator of the linkage between AR and purchasing decisions. Important study findings also indicate that stickiness increases consumer positive responses and strengthens the linkage between AR and positive responses. This study introduces the moderating role of stickiness in the S-O-R model, highlighting how AR-driven FOMO enhances positive consumer responses and accelerates purchasing decisions, offering novel insights to optimize AR-based marketing strategies. Managerial implications suggest that SMEs must elevate their AR quality by utilizing the S-O-R model to increase FOMO, focusing on engaging content to accelerate purchasing decisions.

PL

Technologie informacyjne odgrywają ważną rolę we współczesnym marketingu, wspierając różne aspekty strategiczne i operacyjne. Marketing oparty na technologiach informacyjnych pomaga przyspieszyć decyzje zakupowe, dostarczając konsumentom szybkich, interaktywnych i spersonalizowanych informacji. Niniejsze badanie analizuje interakcje między rzeczywistością rozszerzoną (AR), decyzjami zakupowymi, pozytywnymi reakcjami konsumentów oraz moderującą rolą przywiązania zgodnie z modelem bodziec-organizm-reakcja (S-O-R). AR działa jako bodziec (S), który wywołuje reakcje emocjonalne i poznawcze u konsumentów jako organizmów (O), co ostatecznie skutkuje reakcją w postaci decyzji zakupowej (R). Zrozumienie integracji S-O-R jest bardzo ważne dla przyspieszenia decyzji zakupowych poprzez wykorzystanie strachu przed przegapieniem (FOMO), gdzie marki mogą budować ekskluzywność i poczucie pilności, aby zachęcić konsumentów do szybszego dokonywania zakupów. Przeprowadzono ankietę wśród 400 respondentów z pokolenia millenialsów na Bali, a zebrane i uznane za ważne dane zostały przeanalizowane za pomocą oprogramowania SMART-PLS 3. Badanie wykazało, że pozytywna reakcja jest ważnym mediatorem powiązania między AR a decyzjami zakupowymi. Ważne wyniki badania wskazują również, że przywiązanie zwiększa pozytywne reakcje konsumentów i wzmacnia powiązanie między AR a pozytywnymi reakcjami. W niniejszym badaniu przedstawiono moderującą rolę przywiązania w modelu S-O-R, podkreślając, w jaki sposób FOMO wywołane przez AR wzmacnia pozytywne reakcje konsumentów i przyspiesza decyzje zakupowe, oferując nowe spostrzeżenia pozwalające zoptymalizować strategie marketingowe oparte na AR. Implikacje dla zarządzania sugerują, że małe i średnie przedsiębiorstwa muszą podnieść jakość AR, wykorzystując model S-O-R w celu zwiększenia FOMO, koncentrując się na angażujących treściach, które przyspieszają decyzje zakupowe.

Słowa kluczowe

EN

augmented reality; positive response; purchase decision; stickiness

PL

rzeczywistość rozszerzona; pozytywna reakcja; decyzja o zakupie; przyczepność

• Wydawca: Czestochowa University of Technology
• Czasopismo: Polish Journal of Management Studies
• Rocznik: 2025
• Tom: Vol. 31, No. 1
• Strony: 106--123
• Opis fizyczny: Bibliogr. 56 poz., rys., tab.

Twórcy

autor

Ekawati Wayan

• Faculty of Economics and Business, University of Udayana

• https://orcid.org/0000-0001-6337-5983

autor

Suparna Gede

• Faculty of Economics and Business, University of Udayana

• https://orcid.org/0009-0007-0845-5885

autor

Rahanatha Gede Bayu

• Faculty of Economics and Business, University of Udayana

• https://orcid.org/0009-0004-6654-0533

autor

Rihayana I Gede

• Faculty of Economics and Business, Universitas Mahasaraswati Denpasar

• https://orcid.org/0000-0001-9499-7734

autor

Adityarin Abiyoga Vena Swara Ni Nyoman

• Universitas Hindu Indonesia, Department of Management

• https://orcid.org/0009-0007-9351-4551

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Uwagi

Opracowanie rekordu ze środków MNiSW, umowa nr POPUL/SP/0154/2024/02 w ramach programu "Społeczna odpowiedzialność nauki II" - moduł: Popularyzacja nauki (2025).