The effect of augmented reality in mobile applications on consumers' online impulse purchase intention: The mediating role of perceived value

Abstract The relationship between augmented reality (AR) in mobile applications and consumers' online impulse purchase intention is still at its nascent stage. This study focuses on the cosmetics category under online purchase. Firstly, it examines the relationship between women consumers' motivation to use AR in the mobile app, vis a vis perceived quality of augmentation on perceived value. Secondly, it also tests the relationship between perceived value and impulsive online purchase. Thirdly, it examines the mediating role of perceived value between two exogenous variables and impulsive intention of online purchase. Further, it tests the moderating role of product involvement between perceived value and impulsive intention of online purchase. We collected data from 343 millennial women respondents and analyzed them using PLS‐SEM. The results highlight that AR in mobile applications can lead to impulsive purchase intentions among millennial women.