Abstract
The Internet as a shopping and purchasing medium has become an extensively researched topic. Augmented realty, in particular, allows consumers to explore their options and make personalised changes while shopping online. Our study aims to analyse the symmetry between the attitudes towards using the traditional electronic online shopping and the electronic commerce that uses augmented reality. We also investigate the effects of personality traits and the attitudes towards the Internet on the two electronic commerce forms. Our results show that the buying intention in online shopping is significantly higher in the case of augmented reality. Our results also reveal associations between personality traits and online buying behaviours, i.e., neuroticism and the openness to experiences being associated with the willingness to buy online. On the other hand, personality traits are proved to predict buying impulsiveness, the highest weight being represented by low emotional stability and high external locus of control. Further research should also include other dimensions, such as the perceived risks associated with online purchasing, self-efficacy or anxiety towards technology.
Highlights
Today buyers do not always go to the nearest store to purchase certain products, but use the digital devices they have at hand
The mediation analysis showed symmetry for the two conditions—regular online shopping, and Augmented Reality shopping— the discrepancies were not high fects, the results showed that personality traits do not have significant direct effects on (Table 3—see Table S1 in Supplementary Materials for complete data)
The only difference was found for neuroticism, which had a negative the results showed that personality traits do not have significant direct effects on buying effect on buying intention in the augmented reality condition, while buying impulsiveintention
Summary
Today buyers do not always go to the nearest store to purchase certain products, but use the digital devices they have at hand. The ecosystem of online retail is evolving rapidly, as revealed by recent studies [1,2]. The worldwide retail e-commerce sales amounted in 2019 to 3.53 trillion US dollars and revenues are projected to grow to. Today’s consumers use digital technology throughout the buying process, starting from finding online opinions about the products they want to buy and continuing with using smartphones as personal shopping assistants in physical stores [3]. Today there is much uncertainty about the convergence between online and off-line buyer behaviour and how this can increase profitability in both online and offline environments
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