1 Introduction
2 Theoretical background
2.1 Augmented-reality interactive technology
2.2 Experiential value & consumers’ sustainable relationship behavior
2.2.1 Consumer return on investment, TAM & consumers’ sustainable relationship behavior
2.2.2 Aesthetics & consumers’ sustainable relationship behavior
2.2.3 Service excellence & consumers’ sustainable relationship behavior
2.2.4 Playfulness & consumers’ sustainable relationship behavior
3 Hypotheses development
3.1 Effects of presence on experiential value
3.2 The moderating role of cognitive innovativeness
4 Methodology
4.1 Sample and data collection procedures
4.2 Questionnaire design and measures
5 Data analysis and results
5.1 Equivalence of measurement models across the two cognitive innovativeness groups
Measurement models in high and low cognitive innovativeness | Common metric completely standardized solution (t value) in high cognitive innovativeness | Common metric completely standardized solution (t value) in low cognitive innovativeness | Cronbach alpha in high cognitive innovativeness | Cronbach alpha in high cognitive innovativeness |
---|---|---|---|---|
Presence 1 | 0.87 | 0.88 | 0.82 | 0.83 |
Presence 2 | 0.87 (11.85) | 0.87 (11.80) | ||
Presence 3 | 0.76 (9.78) | 0.81 (10.39) | ||
Presence 4 |
\(-\)0.42 (\(-\)4.63) |
\(-\)0.44 (\(-\)4.53) | ||
Ease 1 | 0.80 | 0.80 | 0.82 | 0.91 |
Ease 2 | 0.71 (7.81) | 0.85 (9.52) | ||
Ease 3 | 0.77 (8.63) | 0.79 (8.65) | ||
Ease 4 | 0.68 (7.41) | 0.83 (9.22) | ||
Usefulness 1 | 0.88 | 0.88 | 0.88 | 0.89 |
Usefulness 2 | 0.86 (12.23) | 0.88 (12.00) | ||
Usefulness 3 | 0.79 (10.66) | 0.77 (9.55) | ||
Usefulness 4 | 0.70 (8.80) | 0.89 (12.58) | ||
Service excellence 1 | 0.84 | 0.81 | 0.76 | 0.77 |
Service excellence 2 | 0.73 (8.60) | 0.77 (7.85) | ||
Aesthetics 1 | 0.75 | 0.81 | 0.85 | 0.84 |
Aesthetics 2 | 0.83 (9.04) | 0.79 (9.09) | ||
Aesthetics 3 | 0.86 (9.39) | 0.78 (8.91) | ||
Playfulness 1 | 0.90 | 0.78 | 0.85 | 0.80 |
Playfulness 2 | 0.86 (10.86) | 0.79 (7.26) | ||
Playfulness 3 | 0.69 (8.31) | 0.69 (6.51) | ||
Behavior 1 | 0.91 | 0.90 | 0.90 | 0.91 |
Behavior 2 | 0.86 (13.40) | 0.83 (11.38) | ||
Behavior 3 | 0.85 (13.06) | 0.89 (13.16) | ||
\(\upchi ^2/df\)
| 1.80 | 1.71 | ||
NNFI | 0.97 | 0.97 | ||
CFI | 0.97 | 0.98 | ||
RMSEA | 0.076 | 0.080 |
Construct name | AE | PEU | PL | PR | SRB | SE | PU |
---|---|---|---|---|---|---|---|
AE |
0.88
| ||||||
PEU | 0.67 |
0.84
| |||||
PL | 0.54 | 0.33 |
0.86
| ||||
PR | 0.75 | 0.63 | 0.45 |
0.82
| |||
SRB | 0.74 | 0.66 | 0.54 | 0.67 |
0.92
| ||
SE | 0.73 | 0.61 | 0.49 | 0.67 | 0.69 |
0.91
| |
PU | 0.69 | 0.66 | 0.46 | 0.63 | 0.75 | 0.67 |
0.88
|
Measurement model | Goodness of fit | Equivalence tests of the measurement models |
---|---|---|
Model 1: Baseline model (no constraints) |
\(\upchi ^{2}_{(418)}= 734.66\), non-normed fit index (NNFI) = 0.97 comparative fit index (CFI) = 0.98, RMSEA = 0.078 | |
Model 2: Factor loadings specified invariant |
\(\upchi ^{2}_{(434)}= 743.87\), non-normed fit index (NNFI) = 0.97 comparative fit index (CFI) = 0.98, RMSEA = 0.076 | Model 2 – Model 1: \(\Delta \upchi ^{2}_{(16)}=9.21\), ns at \(p<.05\)
|
Model 3: Factor loadings, error variances, and specified invariant |
\(\upchi ^{2}_{(456)}= 776.58\), non-normed fit index (NNFI) = 0.97 comparative fit index (CFI) = 0.98, RMSEA = 0.078 | Model 3 – Model 2: \(\Delta \upchi ^{2}_{(22)}=32.7\), ns at \(p<.05\)
|
Model 4: Factor loadings, error variances, and correlations invariant |
\(\upchi ^{2}_{(484)}= 806.07\), non-normed fit index (NNFI) = 0.97 comparative fit index (CFI) = 0.98, RMSEA = 0.075 | Model 4 – Model 3: \(\Delta \upchi ^{2}_{(28)}=29.49\), ns at \(p<.05\)
|
Measurement model (constrained as equal across high and low cognitive innovativeness groups) | Unstandardized solution (t value) | Common metric completely standardized solution |
---|---|---|
Presence 1 | 1.00 | 0.87 |
Presence 2 | 1.00 (16.64) | 0.87 |
Presence 3 | 0.90 (14.14) | 0.78 |
Presence 4 |
\(-\)0.50 (\(-\)6.45) |
\(-\)0.43 |
Ease 1 | 1.00 | 0.80 |
Ease 2 | 0.97 (12.22) | 0.78 |
Ease 3 | 1.00 (12.46) | 0.80 |
Ease 4 | 0.94 (11.61) | 0.75 |
Usefulness 1 | 1.00 | 0.88 |
Usefulness 2 | 0.98 (16.95) | 0.87 |
Usefulness 3 | 0.88 (14.15) | 0.78 |
Usefulness 4 | 0.90 (14.70) | 0.80 |
Service excellence 1 | 1.00 | 0.83 |
Service excellence 2 | 0.91 (11.65) | 0.75 |
Aesthetics 1 | 1.00 | 0.78 |
Aesthetics 2 | 1.03 (12.70) | 0.80 |
Aesthetics 3 | 1.05 (13.04) | 0.82 |
Playfulness 1 | 1.00 | 0.85 |
Playfulness 2 | 0.97 (12.39) | 0.83 |
Playfulness 3 | 0.81 (10.39) | 0.69 |
Behavior 1 | 1.00 | 0.91 |
Behavior 2 | 0.93 (17.66) | 0.85 |
Behavior 3 | 0.95 (18.46) | 0.87 |