Psychological mechanisms of brand love and information technology identity in virtual retail environments

The extant literature on augmented-reality interactive technology (ARIT) has not addressed the capability of this new technology on enhancing brand love, an important driver for consumers' long-term dedication to an e-retailer or online brand. In particular, no studies have directly compared ARIT and non-ARIT (such as traditional webpage browsing) e-shopping environments in terms of their effects on brand love formation. The present study conducts an experiment to provide the evidences of the difference in brand love fostering effects between the two shopping environments. Moreover, this study elucidates the psychological mechanism of brand love formation, indicating that the characteristics of ARIT-ownership control and rehearsability-may engender self-referencing, which further fosters information technological identity, then results in brand love. The research results may help e-retailers and online brand managers to select proper ARIT technology to shape brand love and create an effective online simulation experience.