Augmented reality marketing in online retail industry: the moderating role of personality traits

Augmented reality has been hailed as the future of online retailing due to its ability to improve the online shopping experience at the pre-purchase stage. Based on the stimulus-organism-responses theory, this research investigates how augmented reality features influence customers' evaluation of hedonic value and utilitarian value, which in turn positively influence their online impulse buying intention. This research also explores how personality, measured by the big five personality traits, moderates the effect of customers' internal evaluation on their online impulse buying intention. The novel findings confirm that augmented reality features positively influence hedonic value and utilitarian value, which in turn positively affect their online impulse buying intention of makeup products. This research also finds that extraversion, agreeableness, and neuroticism moderate the effect of utilitarian value on online impulse buying intention. On the contrary, only neuroticism moderates the effect of hedonic value on online impulse buying intention.