Purpose Although augmented reality (AR) and mixed reality (MR) are increasingly used to enhance in-store retail experiences, their distinct effects on shopper decision-making remain underexplored. Drawing on flow theory and the technology acceptance model (TAM), this research examines the cognitive, experiential and behavioural pathways through which AR and MR shape purchase outcomes across shopper segments. Design/methodology/approach Two sequential studies were conducted. Study 1 (N = 276) employed a between-subjects experiment in a physical retail store and used PLS-SEM to examine psychological pathways in AR and MR. Study 2 (N = 100) analysed behavioural logs using regression, exploratory breakpoint analysis and cluster analysis to examine non-linear interaction patterns and segment-specific engagement. Findings The research reveals a dual-path mechanism: MR creates a focused pathway where flow and usefulness directly enhance purchase outcomes, while AR triggers broader but less efficient engagement associated with cognitive friction. MR demonstrates a “high-barrier-high-reward” pattern with stronger behavioural persistence, particularly benefiting technologically fluent users and indicating gender-related variation in selected pathway strengths across environments. Originality/value This research links psychological mechanisms, exploratory behavioural breakpoints, and shopper segmentation in immersive retail. It distinguishes “cognitive efficiency” (AR) from “experiential depth” (MR) to guide deployment by shopper profile and product context.
Liang et al. (Fri,) studied this question.