How AR Shapes Buying Intention: Mood, Cognition, and a Multi-Analytical Perspective Using PLS-SEM, MGA, NCA, and fsQCA

Augmented reality (AR) helps customers feel more confident in online shopping; however, the mechanisms of behavior through AR are still not fully understood. This study proposes an Affective Goal-Driven Technology Acceptance Framework (AGTAF) to explain AR features leading to continuous usage intention (CUI) and online purchase intention (OPI). Data were collected from 956 respondents who were randomly assigned to use one of three AR applications, such as Lesslens, Room Planner, or Wanna Kicks. The results demonstrate the important role of CUI, the moderating role of mood, and the configurations of variables through the combination of various methods such as PLS-SEM, MGA, NCA, and fsQCA. Theoretically, the study proposes the AGTAF by integrating technological, cognitive, and affective dimensions with online purchase intention. Practically, we propose managerial implications to optimize AR design and encourage users to shop more in modern online retailing.