From Desire to Purchase: Uncovering the Influencing Factors on Impulse Buying of Augmented Reality Photocard Featuring Korean Artists

The advancement of augmented reality (AR) technology is progressing on a daily basis. In addition to addressing industrial demands such as employee training, promotional events, and technology updates, there is also a need to cater to entertainment requirements. One of the factors is the desire to encounter or see renowned artists. The utilization of AR technology that is applied to a photo card is called AR photocard. In recent times, there has been a significant proliferation of AR photocards featuring Korean artists. This phenomenon has the potential to induce impulsive buying behavior among enthusiasts. This study aims to identify the influential factors of individual’s impulse buying of the AR photocards. Six variables were analyzed in this study comprise Perceived Ease of Use (PEOU), Visual Appeal (VA), Perceived Usefulness (PU), Electronic Word of Mouth (eWoM), Satisfaction (SAT), and Impulse Buying (IB). A purposive sampling method was employed to gather data. A total of 287 respondents were involved in this study. Partial least squares structural equation modeling (PLS-SEM) was used to analyze the obtained data. The results of the study provide evidence that five variables (i.e., VA, eWOM, SAT, PEOU and PU) influence consumer impulse buying. The first three variables have a direct effect, while the remaining variables have an indirect effect. Collectively, these five variables explain roughly 41.7% of the variability observed in impulse buying behavior related to AR photocard featuring Korean artists.