Exploring the role of augmented reality in online impulse behaviour

Purpose This study aims to examine the role of augmented reality (AR) in online impulse behaviour for highbody-involvement products. This study further explores whether flow and spatial presence mediate the link between AR and online impulse behaviour. Design/methodology/approach The authors collected 255 responses from shopping mall visitors and used SPSS (21.0) (PROCESS macro) and AMOS 21.0 to test the hypothesised model. Findings The findings reveal that AR virtual try-on significantly influences online impulse behaviour by providing hedonic value and reducing product risk prior to purchase. Second, flow and spatial presence partially and complementarily mediate the relationship between AR characteristics, hedonic value, and product risk. Originality/value Theoretically, this study extends the literature on AR and online impulse behaviour from a psychological perspective, and it broadens managers' understanding of how they can use AR as a tool to increase sales.