Chatpunyakul, Chatchai

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Chatpunyakul, Chatchai
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Email
chatchai.ch@kmitl.ac.th

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    Item type:Publication,
    Perceived Augmented Realism and Technology Fluidity: Enhancing Purchase Intentions in Mobile Augmented Reality Shopping among Chinese Consumers
    (2025-01-01)
    Yu, Ludan
    ;
    Chatpunyakul, Chatchai
    This study investigates the impact of perceived augmented realism and technology fluidity in virtual try-on applications on Chinese consumers' purchase intentions, framed within the Stimulus-Organism-Response (S-O-R) theory. Despite the growing prevalence of augmented reality (AR) technologies, limited research has explored how augmented realism and technology fluidity influence consumer behavior through emotional responses, particularly within the S-O-R framework. A posttest-only between-group experimental design was employed. Data were collected from 802 participants recruited from four Chinese universities in China. Participants were randomly assigned to two groups using simple randomization to ensure comparability. Data were analyzed using multi-group structural equation modeling (SEM) to test the hypothesized relationships. The study finds that perceived augmented realism and technology fluidity significantly enhance consumers' emotional responses, particularly immersion and enjoyment, with enjoyment strongly predicting purchase intention. Mediation analysis confirms that immersion and enjoyment mediate the effects of augmented realism and technology fluidity on purchase intention. These results highlight the critical role of emotional engagement in virtual try-on experiences, suggesting that improving AR features can enhance user experience and drive purchase behavior. The study recommends that mobile e-commerce retailers and app developers invest in AR technologies that integrate realism, fluidity, and interactivity to foster engagement, build trust, and meet evolving consumer expectations.
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    Item type:Publication,
    UNVEILING THE COGNITIVE AND AFFECTIVE DRIVERS OF PURCHASE INTENTIONS IN MOBILE AR: A MULTI-GROUP SEM ANALYSIS OF CHINESE CONSUMERS
    (2024-01-01)
    Yu, Ludan
    ;
    Chatpunyakul, Chatchai
    This study explores the impact of augmented reality (AR) attributes on the purchasing intentions of Chinese consumers, utilising the stimulus-organism-response (S-O-R) theoretical framework. A posttest-only, between-group experimental design was implemented, employing a multi-group structural equation modelling (SEM) approach to analyse data collected from a sample of 802 respondents. The results indicate that both perceived augmented realism and perceived technological fluidity significantly enhance consumers’ cognitive responses-such as attitudes and perceived information quality-as well as affective responses, including immersion and enjoyment. These strengthened cognitive and affective responses subsequently exert a positive influence on consumers’ intention to purchase. Moreover, the cognitive and affective responses serve as mediators in the relationship between perceived augmented realism, perceived technological fluidity, and purchase intention. These findings underscore the critical role of perceived augmented realism and technological fluidity in mobile AR shopping, contributing to the enrichment of the S-O-R theoretical model by providing meaningful insights into AR’s influence on consumer behaviour within the Chinese e-commerce context.