Repurchase Intention in Mobile Augmented Reality Apps: Insights Through the Lenses of Theory of Interactive Media Effects

Abstract

The research examines the factors influencing repurchase intention (RPI) of Mobile Augmented Reality (MAR) eyewear apps. The influence of media characteristics including perceived interactivity (PRI) and perceived augmentation (PAGM) on customer experience (CUSEXP) and RPI using the Theory of Interactive Media Effects (TIME) has been investigated. Research examined mediation of CUSEXP in PRI-RPI and PAGM-RPI as well as moderation of perceived risk (PR) in PAGM and CUSEXP relationship. The data was collected from 406 respondents using purposive sampling. The findings are: a) PRI and PAGM have a significant influence on RPI. b) PRI and PAGM have an influence on the CUSEXP. c) CUSEXP has a significant effect on RPI. d) PR acts as a moderator and it dampens the positive relationship between PAGM and CUSEXP. e) CUSEXP mediates the PRI-RPI and PAGM-RPI relationship. The mediation of CUSEXP in AR media characteristics and RPI relationship as well as the moderation of PR in PAGM and CUSEXP relationship is the novel contribution. © 2024 Taylor & Francis Group, LLC.