How mobile augmented reality applications affect continuous use and purchase intentions: A cognition-affect-conation perspective
How mobile augmented reality applications affect continuous use and purchase intentions: A cognition-affect-conation perspective
Hong Qin,Babajide Osatuyi,Lu Xu
2021 · DOI: 10.1016/J.JRETCONSER.2021.102680
155 Citations
TLDR
The results reveal that consumers’ cognitive evaluation of MAR applications stimulates their affective reactions, which eventually create conative behaviors, and empirically support the direct and indirect influence of perceived value on conative efforts in the MAR context.