Intention to reuse AR-based apps: The combined role of the sense of immersion, product presence and perceived realism

For e-retailers, optimizing their online presence is becoming crucial to stay competitive. Thanks to continuous technological development, particularly in terms of mobile networks and augmented reality (AR)–based apps, retailers are today able to commercialize their products anytime and anywhere. The aim of this study was to identify factors explaining people’s use and adoption of AR-based apps. Drawing upon the S-O-R framework, we propose a model that explains the intention to reuse AR-based apps. The results of a study involving 224 participants suggest that the relationship between perceived augmentation and consumers’ behavioural intention is fostered by a mediation pattern combining three interrelated cognitive factors, namely, sense of immersion, product presence and perceived realism. The results reveal the importance of perceived realism to encourage adoption of this means of shopping by creating a favourable attitude towards mobile shopping, which, in turn, convinces consumers to reuse such shopping apps.