Table 1.
Comparison of AR and VR.
Table 2.
Applications and typical cases of augmented reality in online shopping.
Fig 1.
Theoretical model of the impact of AR online shopping experience on customer purchase intention.
Table 3.
Correlated variables and measurements.
Table 4.
Reliability and validity analysis of the sample.
Table 5.
Discriminant validity analysis of the sample.
Fig 2.
Revised structural equation model and path coefficients.
Note: *** indicates that the significance (sig) value is less than 0.001.
Table 6.
Fit analysis of the revised model.
Table 7.
Test of mediating effects.
Table 8.
Summary of hypothesis testing.
Fig 3.
The impact of AR online shopping experience on customer purchase intentions.
Fig 4.
AR shopping scenario empowering experience and consumer online shopping.