Abstract
Drawing on cognitive appraisal theory as a theoretical foundation, this research examines the sequential effects of time convenience and (anticipated) emotions on consumer responses to (augmented) mobile retail apps in both pre-usage and usage stages. Two online experiments (NExperiment1 = 303, NExperiment2 = 114) using different stimuli reveal that time convenience and emotions stimulate favorable attitude towards the app and hence, behavioral intentions. The findings advance extant literature by identifying time convenience as an important construct prompting positive emotions toward mobile retail apps and consequently, favorable attitude and usage intention. Hence, practitioners should clearly communicate time convenience as an important utilitarian benefit of AR applications.
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