Investigating the Relationship Between Consumer's Decision-Making Style and Experiential Values of AR Retailing

Abstract

This study demonstrates how the consumer’s decision-making style is related to the experiential values of AR retailing by examining how consumer’s decision-making style and experiential values affect their engagement and purchase experience satisfaction. A survey was conducted with 352 participants, and each participant was asked to experience the situation of purchasing cosmetic products using mobile AR technology. The results of the structural equation model show that consumers who have hedonic decision-making style (HDMS) perceive more various dimensions of experiential values compared to those who have utilitarian decision-making style (UDMS). For utilitarian decision makers, only consumers’ return on investment (CROI) significantly affects their purchase experience satisfaction through consumer engagement. On the other hand, hedonic decision makers feel purchase experience satisfaction by perceiving aesthetics, CROI, and service excellence. This research contributes to the existing literature by segmenting consumers into decision-making style and illustrating the underlying mechanism between AR retailing experience and satisfaction.