Attached to AR experiences: The role of self-construal and emotional intelligence

Abstract

This study, grounded in Self-Construal Theory, examines the influence of self-construal and emotional intelligence on Augmented Reality (AR) experiences, with a focus on their effects on brand attachment, flow, and perceived usefulness. Using IKEA as the focal brand, data was gathered through a survey of consumers who interacted with IKEA’s AR tool in the IKEA app. The study employs Partial Least Squares Structural Equation Modeling (PLS-SEM) to test the proposed hypotheses. The results demonstrate that both independent self-construal and emotional intelligence positively affect immersion and flow within AR environments, as well as perceptions of brand usefulness, ultimately fostering stronger brand attachments. This research contributes to the literature by highlighting self-construal and emotional intelligence as significant drivers of flow experiences in AR. It also expands understanding of how individual psychological traits shape consumer behavior in AR settings, offering valuable insights for brands looking to leverage technology-driven strategies to enhance brand attachment through unique and engaging experiences.