Value-based adoption of augmented reality: A study on the influence on online purchase intention in retail

The increasing use of digital technology-based retail services provides new opportunities for digital marketing. In this paper, we investigate how augmented reality (AR) technology can be leveraged as part of the firm's strategy. We explore the online purchase intention through AR smart glasses (ARSG), considering consumers' value assessment through a cost–benefit analysis and the influence of technical, experiential and social AR value drivers. We develop an augmented value-based adoption model addressing four main objectives: (1) Evaluate the effect of the perceived value of ARSG, (2) Evaluate the effect of immersion (experiential dimension), (3) Evaluate the effect of AR devices and technical complexity (technical dimension) and (4) Evaluate the importance of subjective norms (social dimension) on the online purchase intention through AR technology. Based on an ESIC Tech Lab experiment with two types of ARSG from market leaders and AR retail apps, the study uses survey data from 253 participants. The results suggest that the technical dimension has an ambiguous effect, with tech-complexity enhancing directly the perceived value of ARSG for online purchase while reducing the net value of consumers' economic cost–benefit analysis. We find strong evidence that the experiential and social AR dimensions (in the form of immersion and subjective norm) have a significant positive influence on consumers' purchase intention online, which are better predictors than the pure economic cost–benefit assessment (through usefulness and difficulty). Furthermore, the technical innovativeness of consumers is found to increase directly the online purchase intention through ARSG.     

“‘WE' AND ‘THEY'”: WHY MUST WE ENGAGE IN CROSS-CULTURAL CONVERSATION?

This article contains the principal ideas that I presented in four different sessions at the IRAS 2022 conference, on the theme “‘We' and ‘They’: Cross-Cultural Conversation on Identity.” Focusing on the central topic, the article begins with (i) the contents of my opening lecture; followed by (ii) a broad outline of the concerns discussed in my book, Cross-Cultural Conversation: A New Way of Learning, intertwined with glimpses of the intellectual journey that led me to CCC, delivered in the Book-discussion session; (iii) a summary of the main ideas about the importance of meeting of religions today, which formed the background for the CCC Panel discussion on religion, where I was in conversation with spokespersons of five world religions; and (iv) my comments on how science–religion dialogue can help promote a sense for human solidarity by combining knowledge with wisdom, in the concluding session.     

Differences in the importance of romantic structures among transgender and cisgender adults during the COVID-19 pandemic

The stressors of the global COVID-19 pandemic have led to an increased need for support. For adults, romantic relationships often represent an environment of emotional support and stability; as such, attitudes toward—and particularly the importance of—romantic relationships may have shifted as a result of the pandemic. The present cross-sectional study explores how U.S. transgender (n = 99) and cisgender people (n = 1886) report whether they have perceived a change in their feelings about the importance of long-term romantic structures (i.e., committed relationships, monogamy, cohabiting with a romantic partner, and marriage) as a result of the COVID-19 pandemic. Results found that transgender people reported a more positive perceived change in importance placed on all four romantic items relative to cisgender people. Different forms of stress (e.g., social, financial, health) associated with the COVID-19 pandemic may have contributed to an increased need, and subsequent desire, for social connection and support in the form of romantic relationships among transgender individuals to a greater extent than cisgender individuals, perhaps in part due to the additional layers of stress transgender people must navigate. Results are discussed through the lens of the minority stress framework.     

Safety behaviors were associated with greater anxious symptoms during the first year of the COVID-19 pandemic

Research shows that people who use safety behaviors are at greater risk factor for anxiety than people who do not use safety behaviors. However, the perception of some safety behaviors changed during the COVID-19 pandemic; behaviors that were once considered unnecessary or excessive were now commonplace (e.g., monitoring bodily symptoms, avoiding crowds). The purpose of this study was to determine the degree to which the pandemic changed the status of health-related safety behaviors as a risk factor for symptoms of anxiety. To this end, we tested the effect of safety behavior use on anxious symptoms during the first year of the pandemic using a longitudinal design with 8 time points and participants (n = 233) from over 20 countries. Despite possible changes in their perception, those engaging in high levels of safety behaviors reported the greatest levels of anxious symptoms throughout the pandemic year. However, the outcomes for safety behavior users were not all negative. Safety behavior use at baseline was the only predictor of participants' willingness to receive the COVID-19 vaccine (measured one year later).     

Coping with COVID: Use,factor structure,and health behavior implications of specific emotion regulation strategies during the coronavirus pandemic

This series of studies examined U.S. individuals' use of specific emotion regulation/coping strategies during the early months of the COVID-19 pandemic, investigated the factor structure among strategies during this universally experienced stressor, and the extent to which these factors predicted engagement in COVID-related health-promoting behaviors. In Study 1, participants (N = 520) rated their use of 17 strategies for coping with pandemic-related stress during the past 24 h. Differences emerged in strategy use across demographic groups (age, race, income). Results of exploratory factor analysis suggest a factor structure grouping strategies in terms of goals beyond emotion regulation per se, rather than phases of the emotion process or a binary adaptive versus maladaptive distinction. In Study 2 (N = 264), participants reported daily on their coping strategy use and weekly on their engagement in COVID-specific health behaviors for 22 days. Results of confirmatory factor analysis replicate the factor structure found in Study 1. Some significant associations of coping strategy use with health-promoting behaviors were observed, but these were sporadic and largely involved baseline measures rather than predicting change over time. Theoretical and practical implications are discussed.     

Orientation effects on line afterimages

Lines of various orientations were viewed as prolonged afterimages in six experiments. The duration of unitary appearance was not influenced by line orientation for monocular afterimages, but there was a marginal effect for afterimages generated binocularly; vertical and horizontal lines tended to be visible for longer than did 45-deg lines. Measures of fragmentation frequency and the latency to the first disappearance did not vary reliably with orientation under any conditions. Binocular afterimages lasted longer than did monocular ones, but generally showed the same pattern of fragmentations. These results are compared with those from experiments using optical stabilization and steady fixation, in which orientation differences have been reported.     

Visual discrimination between rectangular and nonrectangular parallelopipeds

Twenty-seven university students judged whether each of 128 drawings of parallelopipeds appeared to represent three-dimensional rectangular boxes. Half the pictures could not geometrically have been projections of rectangular boxes. The null hypothesis that Ss’ judgments were unrelated to geometry was rejected at the .001 level of significance, and the correlation between Ss’ judgments and perfect discrimination averaged .86 over three variations of the experiment. The results support a general hypothesis about the perception of simple space forms according to which viewers impose geometric constraints, such as rectangularity and symmetry, but only when the constraints are projectively possible.     

Choice behavior and the accessibility of the reinforcer

In Experiment 1, matching of relative response rates to relative rates of reinforcement was obtained in concurrent variable-interval schedules when the absolute values of the two concurrent variable-interval schedules varied from 6 sec and 12 sec to 600 sec and 1200 sec. Increases in the duration of the changeover delay, however, produced decreases in the relative response rates and, consequently, some deviation from matching. In Experiment 2, matching of relative response rates to the relative duration of the reinforcer failed to occur when the equal variable-interval schedules arranging access to the two different reinforcer durations (1.5 and 6 sec) were varied in size from concurrent variable-interval 10-sec schedules to concurrent variable-interval 600-sec schedules.     

Positive interaction (induction) in multiple variable-interval, differential-reinforcement-of-high-rate schedules

The effect of increases in the rate of responding in one component of a multiple schedule upon the rate of responding in a second component was investigated. Pigeons were exposed to a multiple schedule where both components were initially variable-interval schedules having the same parameter value. After rate of key pecking stabilized, one component was changed to a schedule that differentially reinforced high rates of responding. Rate of reinforcement in this varied component was adjusted to remain equal to rate of reinforcement in the constant (variable-interval) component. Four of five pigeons showed a maintained increase in rate of responding during both the constant and varied components, even though rates of reinforcement did not change.