How Augmented Reality (Ar) Experience Affects Purchase Intention in Sport E-Commerce : Roles of Perceived Diagnosticity, Psychological Distance, and Perceived Risks

How does augmented reality affect consumers’ online purchase intentions? Drawing on media richness theory and construal level theory, the authors hypothesized augmented reality should improve consumers’ perceptions of diagnosticity, psychological distance, risks, and purchase intention towards e-commerce products; and further examined the relations among these constructs. The results indicate that perceived diagnosticity and purchase intention were higher, and psychological distance and perceived risks were lower in the group that experienced augmented reality e-commerce, compared to the group that experienced conventional web-based e-commerce. The impact of perceived diagnosticity on purchase intention was fully mediated by psychological distance and perceived risks. This research adds to the literature on augmented reality, particularly in the context of sport e-commerce, and suggests important practical implications