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Article summary:
1. This study investigates the effects of Mobile Augmented Reality (MAR) apps on tourist impulse buying behavior.
2. The research model combines the Technology Acceptance Model (TAM), Stimulus-Organism-Response (SOR) framework, and flow theory to examine the effects of MAR apps on TIB.
3. Results show that MAR app characteristics such as utility, ease-of-use, and interactivity have a positive effect on user satisfaction and impulse buying behavior in the tourism context.
Article analysis:
The article “Effects of mobile augmented reality apps on impulse buying behavior: An investigation in the tourism field” is a well-researched and comprehensive study that provides valuable insights into how Mobile Augmented Reality (MAR) apps can influence tourist impulse buying behavior. The authors have used a combination of theoretical frameworks such as Technology Acceptance Model (TAM), Stimulus-Organism-Response (SOR) framework, and flow theory to develop their research model, which is then implemented using an online questionnaire with results analyzed by Partial-Least-Squares Structural Equation Modeling (PLS-SEM).
The article is generally reliable and trustworthy, as it provides evidence for its claims through empirical data collected from 479 valid samples. Furthermore, the authors have taken care to provide detailed explanations for their theoretical frameworks and research methods used in this study. However, there are some potential biases that should be noted when interpreting the results of this study. Firstly, since this study was conducted online via an online questionnaire survey, it may be subject to self-selection bias due to respondents being able to choose whether or not they wish to participate in the survey. Secondly, since this study focuses solely on MAR apps in the tourism field, it does not consider other factors that may affect tourist impulse buying behavior such as panel advertising or sales service staff. Finally, while the authors have discussed some potential risks associated with MAR technology such as privacy risks, they do not explore these issues further or provide any recommendations for mitigating these risks.
In conclusion, this article provides a useful source of reference for Mobile AR app developers, retailers, and tourism marketers in better understanding users' preferences for Mobile AR apps and strengthening their impulse buying behavior in the tourism context as a result. However, readers should take note of potential biases mentioned above when interpreting its results.