A holistic framework for consumer usage modes of augmented reality marketing in retailing

By integrating virtual elements into our real-world perceptions, augmented reality (AR) provides numerous opportunities across fields, including marketing, tourism, and gaming. However, despite increasing attention, a motivational approach to why people use AR apps for shopping has often been overlooked in both scholarly and practical arenas. Utilizing self-determination theory, through an in-depth thematic analysis of 302 consumer interactions, we identify four key modes of AR usage in retail: informational, social, experiential, and inspirational. These categories are further condensed into intrinsic and extrinsic motivations in the theoretical framework. The findings of this study contribute to AR theoretical frameworks in marketing by delineating specific consumer usage modes and offer actionable strategies for businesses to effectively implement AR technologies, particularly in enriching consumer interactions and driving retail innovation.