TY - JOUR
KW - Brand
KW - CUSTOMER ENGAGEMENT
KW - E-commerce
KW - Innovation
KW - Interactivity
KW - Intangible cultural heritage handicraft
KW - Perceived authenticity
KW - PHYSICAL SURROUNDINGS
KW - Tourism
KW - value co-creation
KW - VIRTUAL-REALITY
KW - Interactivity
KW - Mobile Augmented Reality
KW - Purchase intention
KW - value co-creation
AU - X. Hu
AU - N. Au
AU - R. Xia
AB - Faced with decreasing demand for traditional handicraft products and the difficulty of finding inheritors, there is an urgent need to prevent the unfortunate loss of such valuable traditional handicraft skills. The use of mobile augmented reality technology has huge potential to stimulate the purchase intentions of cultural heritage handicrafts by both domestic and overseas tourists, but such a relationship is largely unexplored. This paper uses structural equation modeling and draws on a sample of 378 Chinese to investigate the different aspects of AR technology’s impact in terms of breadth of vividness, information quality, and interactivity on handicraft purchase intention mediated through cultural uniqueness and value co-creation. Based on the stimulus-organism-response theory, the results support all the proposed hypotheses, with the exception of the relationship between information quality and cultural uniqueness. The level of interactivity has the largest and most significant impact on value co-creation and cultural uniqueness. The theoretical and practical implications were discussed, and future research recommendations were provided. © 2024 The Hong Kong Polytechnic University.
DO - 10.1080/19388160.2024.2312974
N2 - Faced with decreasing demand for traditional handicraft products and the difficulty of finding inheritors, there is an urgent need to prevent the unfortunate loss of such valuable traditional handicraft skills. The use of mobile augmented reality technology has huge potential to stimulate the purchase intentions of cultural heritage handicrafts by both domestic and overseas tourists, but such a relationship is largely unexplored. This paper uses structural equation modeling and draws on a sample of 378 Chinese to investigate the different aspects of AR technology’s impact in terms of breadth of vividness, information quality, and interactivity on handicraft purchase intention mediated through cultural uniqueness and value co-creation. Based on the stimulus-organism-response theory, the results support all the proposed hypotheses, with the exception of the relationship between information quality and cultural uniqueness. The level of interactivity has the largest and most significant impact on value co-creation and cultural uniqueness. The theoretical and practical implications were discussed, and future research recommendations were provided. © 2024 The Hong Kong Polytechnic University.
TI - The Impact of Mobile Augmented Reality on the Purchase Intention of Intangible Cultural Heritage Handicrafts
UR - https://www.scopus.com/inward/record.uri?eid=2-s2.0-85186239057&doi=10.1080%2f19388160.2024.2312974&partnerID=40&md5=9cadceb161106b9ec5fe1a7e7c86a4ee
ER -