| dc.description.abstract | Augmented reality (AR) is gaining momentum in the contemporary online shopping world. Most of the research about AR shopping primary focused on the function design and user experience associated with the use of such technology, while few discussed its influence on the consumer behavior. In other words, we are not studying the AR technology itself, but interested in the consumer psychology when social media is combined with AR online shopping, known as social AR. The present research explores some important factors such as POV sharing, social empowerment, flow, and perceived ownership, to see whether these determinants may influence purchase intention and APP evangelism, to tell others about the benefits of using AR. Excluding the link between POV sharing and perceived ownership, all of the research hypotheses were supported. In other words, it is essential to create social interaction, rather than POV sharing alone, to promote purchase intention, and APP evangelism. When designing AR online shopping website or APP, brands should consider to incorporate social functions to encourage social empowerment such that flow and perceived ownership may enhance the shopping experience and results. | en_US |