The growth of omnichannel retail has created a different way to attract customers compared to traditional methods. Additionally, the emergence of Augmented Reality (AR) technology has supported retailers within the marketing field. Unlike previous studies, this research aims to explore the moderating effects of AR usage on the impact of channel integration on behavioral intention, utilizing the Stimulus-Organism-Response (SOR) framework. A survey was conducted with 351 respondents in the context of omnichannel retail. The results of this study indicate that channel integration have a positive impact on behavioral intention through indirect effects of pleasure, arousal, and satisfaction. Moreover, this study finds that AR usage can moderate the impact of channel integration on pleasure. These results clearly demonstrate the effects of AR technology on stimulation within omnichannel retail, influencing emotions and behavioral intention.
Vo et al. (Tue,) studied this question.