Keywords: Augmented reality, IT affordances, Flow theory, Situated cognition theory, Participation in AR usage, Sharing AR content, Purchasing intention.

Shoes or sneakers product is one of fundamental needs for everyone. Nowadays, in fast pace digitalized world consumers can purchase it either offline or online, with various brand and type. Augmented Reality technology is a promising game changer for both end user and marketer's side as its capability to visualize product's vividness and provide smooth detail. It does bring not only enjoyment and new experience of “try before you buy” but also heighten customer purchasing intention. However, the aim of this study is to remedy the shortcoming of customers hesitation before making the purchase decision by studying the interrelationship of cognitive response and behavior response which will be amplified by IT affordance, situated cognition theory and flow theory. The result of this study shows visibility affordance can affect the relationship of users’ participation in AR usage on their purchasing intention. On the other hand, sharing AR content activity also bring positive impact towards consumers buying intention. This research is not only beneficial for end user but also give practical contribution for retailers to reevaluate their upcoming marketing strategy.

REFERENCES
Abas, H., & Badioze Zaman, H. (2011). Visual learning through augmented reality storybook for remedial student. Paper presented at the Paper presented at the International Visual Informatics Conference, Berlin, Germany.
Alalwan, A. A. (2018). Investigating the impact of social media advertising features on customer purchase intention. International Journal of Information Management, 42(0), 65-77.
Alamäki, A., Dirin, A., & Suomala, J. (2021). Students' expectations and social media sharing in adopting augmented reality. The International Journal of Information and Learning Technology, 42(0), 65-77.
Alsop, T. (2021). Augmented reality (AR) -Statistics & Fact. Retrieved from https://www.statista.com/topics/3286/augmented-reality-ar/#dossierKeyfigures.
Anderson, C., & Robey, D. (2017). Affordance potency: Explaining the actualization of technology affordances. Information and Organization, 27(2), 100-115.
Arazy, O., Kumar, N., & Shapira, B. (2010). A theory-driven design framework for social recommender systems. Journal of the Association for Information Systems, 11(9), 455-490.
Asano, E. (2017). How much time do people spend on social media? [infographic]. Social Media Today. Retrieved from https://www.socialmediatoday.com/marketing/how-much-time-do-people-spend-social-media-infographic.
Ataizi, M. (2012). Situated cognition. New York: Springer.
Azuma, R. T. (1997). A survey of augmented reality. Presence: teleoperators & virtual environments, 6(4), 355-385.
Bain&Company. (2020). Augmented or Virtual Reality. Retrieved from https://www.bain.com/insights/customer-experience-tools-augmented-or-virtual-reality/.
Bhatt, T. (2021). 4 Strategic Benefits Of Augmented Reality For Your Business In 2021. Retrieved from https://www.intelivita.com/blog/benefits-of-augmented-reality/.
Brown, J. S., Collins, A., & Duguid, P. (1989). Situated cognition and the culture of learning. Educational researcher, 18(1), 32-42.
Bygstad, B., Munkvold, B. E., & Volkoff, O. (2016). Identifying generative mechanisms through affordances: A framework for critical realist data analysis. Journal of information technology, 31(1), 83-96.
Caffarella, R. S., & Baumgartner, L. (2007). Learning in adulthood: A comprehensive guide. San Fransisco: Jossey-Bass.
Chatzopoulou, E., Filieri, R., & Dogruyol, S. A. (2020). Instagram and body image: Motivation to conform to the “Instabod” and consequences on young male wellbeing. Journal of Consumer Affairs, 54(4), 1270-1297.
Chen, Y.-H., Hsu, I.-C., & Lin, C.-C. (2010). Website attributes that increase consumer purchase intention: A conjoint analysis. Journal of Business Research, 63(9-10), 1007-1014.
Cheung, C. M., & Lee, M. K. (2012). What drives consumers to spread electronic word of mouth in online consumer-opinion platforms. Decision support systems, 53(1), 218-225.
Cohen, J. (1988). Statistical power analysis for the behavioral sciences. Lawrence Erlbaum Associates.
Csikszentmihalyi, M., & LeFevre, J. (1989). Optimal experience in work and leisure. Journal of personality and social psychology, 56(5), 815-822.
Dacko, S. G. (2017). Enabling smart retail settings via mobile augmented reality shopping apps. Technological forecasting and social change, 124, 243-256.
Dardas, L. A., & Ahmad, M. M. (2015). For fathers raising children with autism, do coping strategies mediate or moderate the relationship between parenting stress and quality of life? Research in developmental disabilities, 36(0), 620-629.
Dong, X., & Wang, T. (2018). Social tie formation in Chinese online social commerce: The role of IT affordances. International Journal of Information Management, 42(0), 49-64.
Dong, X., Wang, T., & Benbasat, I. (2016). IT affordances in online social commerce: conceptualization validation and scale development. Paper presented at the Paper presented at the Twenty-second Americas Conference on Information Systems, San Diego.
Durning, S. J., & Artino, A. R. (2011). Situativity theory: a perspective on how participants and the environment can interact: AMEE Guide no. 52. Medical teacher, 33(3), 188-199.
Fenwick, T. J. (2001). Experiential Learning: A Theoretical Critique from Five Perspectives. Information Series No. 385. Colombus, Ohio.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), 39-50.
Forsythe, S., Liu, C., Shannon, D., & Gardner, L. C. (2006). Development of a scale to measure the perceived benefits and risks of online shopping. Journal of interactive Marketing, 20(2), 55-75.
Gagne, R. M., Wager, W. W., Golas, K. C., Keller, J. M., & Russell, J. D. (2005). Principles of instructional design. New Jersey: Wiley Online Library.
Geisser, S. (1974). A predictive approach to the random effect model. Biometrika, 61(1), 101-107.
Gibson, J. J. (1977). The theory of affordances. In. Hilldale, USA: Routledge.
Gonzalez, W. (2021). How Augmented And Virtual Reality Are Shaping A Variety Of Industries. Retrieved from https://www.forbes.com/sites/forbesbusinesscouncil/2021/07/02/how-augmented-and-virtual-reality-are-shaping-a-variety-of-industries/?sh=50ae5a242061.
Govistech. (2021). How AR & VR is transforming the Apparel & Footwear Industry? Retrieved from https://govisetech.com/how-ar-vr-is-transforming-the-apparel-footwear-industry/.
Grewal, D., Monroe, K. B., & Krishnan, R. (1998). The effects of price-comparison advertising on buyers’ perceptions of acquisition value, transaction value, and behavioral intentions. Journal of marketing, 62(2), 46-59.
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European business review, 31(1), 2-24.
Hair Jr, J. F., Matthews, L. M., Matthews, R. L., & Sarstedt, M. (2017). PLS-SEM or CB-SEM: Updated guidelines on which method to use. International Journal of Multivariate Data Analysis, 1(2), 107-123.
Hall, S., & Takahashi, R. (2017). Augmented and Virtual Reality: The Promise and Peril of Immersive Technologies. Paper presented at the Paper presented at the World Economic Forum, Davos-Klosters, Switzerland.
Harari, Y. N. (2014). Sapiens: A brief history of humankind. Israel: Signal.
Hausman, A. V., & Siekpe, J. S. (2009). The effect of web interface features on consumer online purchase intentions. Journal of Business Research, 62(1), 5-13.
Hayes, A. F. (2013). Introduction to mediation, moderation, and conditional process analysis: Methodology in the Social Sciences. New York: The Guilford Press.
Heller, J., Chylinski, M., de Ruyter, K., Mahr, D., & Keeling, D. I. (2019). Let me imagine that for you: Transforming the retail frontline through augmenting customer mental imagery ability. Journal of retailing, 95(2), 94-114.
Henseler, J., Dijkstra, T. K., Sarstedt, M., Ringle, C. M., Diamantopoulos, A., Straub, D. W., . . . Calantone, R. J. (2014). Common beliefs and reality about PLS: Comments on Rönkkö and Evermann (2013). Organizational research methods, 17(2), 182-209.
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115-135.
Hilken, T., Heller, J., Chylinski, M., Keeling, D. I., Mahr, D., & de Ruyter, K. (2018). Making omnichannel an augmented reality: The current and future state of the art. Journal of Research in Interactive Marketing, 12(4), 509-523.
Hilken, T., Keeling, D. I., de Ruyter, K., Mahr, D., & Chylinski, M. (2020). Seeing eye to eye: Social augmented reality and shared decision making in the marketplace. Journal of the Academy of Marketing Science, 48(2), 143-164.
Hoffman, D. L., & Novak, T. P. (1996). Marketing in hypermedia computer-mediated environments: Conceptual foundations. Journal of marketing, 60(3), 50-68.
Hong, W., Thong, J. Y., & Tam, K. Y. (2004). The effects of information format and shopping task on consumers' online shopping behavior: A cognitive fit perspective. Journal of management information systems, 21(3), 149-184.
Hsu, C.-L., & Lu, H.-P. (2004). Why do people play on-line games? An extended TAM with social influences and flow experience. Information & management, 41(7), 853-868.
Hu, L. t., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural equation modeling: a multidisciplinary journal, 6(1), 1-55.
Huang, L.-T. (2016). Flow and social capital theory in online impulse buying. Journal of Business Research, 69(6), 2277-2283.
Ibáñez‐Sánchez, S., Orus, C., & Flavian, C. (2022). Augmented reality filters on social media. Analyzing the drivers of playability based on uses and gratifications theory. Psychology & Marketing, 39(3), 559-578.
Jang, S., & Liu, Y. (2019). Continuance use intention with mobile augmented reality games: Overall and multigroup analyses on Pokémon Go. Information Technology & People, 33(1), 37-55.
Javornik, A. (2016). Augmented reality: Research agenda for studying the impact of its media characteristics on consumer behaviour. Journal of Retailing and Consumer Services, 30(0), 252-261.
Javornik, A., Marder, B., Barhorst, J. B., McLean, G., Rogers, Y., Marshall, P., & Warlop, L. (2022). ‘What lies behind the filter?’Uncovering the motivations for using augmented reality (AR) face filters on social media and their effect on well-being. Computers in human behavior, 128(0), 107126.
Johnson, V. L., Kiser, A., Washington, R., & Torres, R. (2018). Limitations to the rapid adoption of M-payment services: Understanding the impact of privacy risk on M-Payment services. Computers in human behavior, 79(0), 111-122.
Jónasdóttir, H., & Müller, S. D. (2020). Theorizing Affordance Actualization in Digital Innovation from a Socio-Technical Perspective: The case of the video game industry. Scandinavian Journal of Information Systems, 32(1), 147-180.
Kay J, W., Meyer, B. J., Wagoner, D., & Ferguson, L. (2006). Technology affordances: the ‘real story’in research with K‐12 and undergraduate learners. British Journal of Educational Technology, 37(2), 191-209.
Kolesar, M. B., & Galbraith, R. W. (2000). A services‐marketing perspective on e‐retailing: implications for e‐retailers and directions for further research. Internet Research, 10(5), 424-438.
Lee, K. C., Lee, S., & Hwang, Y. (2014). The impact of hyperlink affordance, psychological reactance, and perceived business tie on trust transfer. Computers in human behavior, 30(0), 110-120.
Leonardi, P. M. (2011). When flexible routines meet flexible technologies: Affordance, constraint, and the imbrication of human and material agencies. MIS quarterly, 35(1), 147-167.
Lin, J., Luo, Z., Cheng, X., & Li, L. (2019). Understanding the interplay of social commerce affordances and swift guanxi: An empirical study. Information & management, 56(2), 213-224.
Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business horizons, 52(4), 357-365.
Markus, M. L., & Silver, M. S. (2008). A foundation for the study of IT effects: A new look at DeSanctis and Poole's concepts of structural features and spirit. Journal of the Association for Information Systems, 9(10), 610-632.
McLean, G., & Wilson, A. (2019). Shopping in the digital world: Examining customer engagement through augmented reality mobile applications. Computers in human behavior, 101(0), 210-224.
Mihaly, C. (1997). Happiness and creativity: Going with the flow. New York: Harper/Collins.
Mull, I. R., & Lee, S.-E. (2014). “PIN” pointing the motivational dimensions behind Pinterest. Computers in human behavior, 33(0), 192-200.
Newhagen, J. E., Cordes, J. W., & Levy, M. R. (1995). Nightly@ nbc. com: Audience scope and the perception of interactivity in viewer mail on the Internet. Journal of Communication, 45(3), 164-175.
O'Cass, A., & Carlson, J. (2010). Examining the effects of website‐induced flow in professional sporting team websites. Internet Research, 20(2), 115-134.
Oyman, M., Bal, D., & Ozer, S. (2022). Extending the technology acceptance model to explain how perceived augmented reality affects consumers' perceptions. Computers in human behavior, 128(0), 107127.
Paige, J. B., & Daley, B. J. (2009). Situated cognition: A learning framework to support and guide high-fidelity simulation. Clinical Simulation in Nursing, 5(3), e97-e103.
Pavlou, P. A., & Fygenson, M. (2006). Understanding and predicting electronic commerce adoption: An extension of the theory of planned behavior. MIS quarterly, 1(0), 115-143.
Pine, B. J., & Gilmore, J. H. (1998). Welcome to the experience economy. Economic Cycles And Trends-Harvard Business Review(0), 1-20.
Poddar, A., Donthu, N., & Wei, Y. (2009). Web site customer orientations, Web site quality, and purchase intentions: The role of Web site personality. Journal of Business Research, 62(4), 441-450.
Podsakoff, P. M., MacKenzie, S. B., Lee, J.-Y., & Podsakoff, N. P. (2003). Common method biases in behavioral research: A critical review of the literature and recommended remedies. Journal of applied psychology, 88(5), 879-903.
Prasad, K., Winter, J., Bhat, U. M., Acharya, R. V., & Prabhu, G. K. (2012). Image analysis approach for development of a decision support system for detection of malaria parasites in thin blood smear images. Journal of digital imaging, 25(4), 542-549.
Qin, H., Osatuyi, B., & Xu, L. (2021). How mobile augmented reality applications affect continuous use and purchase intentions: A cognition-affect-conation perspective. Journal of Retailing and Consumer Services, 63(0), 102680.
Rauschnabel, P. A. (2018). Virtually enhancing the real world with holograms: An exploration of expected gratifications of using augmented reality smart glasses. Psychology & Marketing, 35(8), 557-572.
Rhee, H.-L., & Lee, K.-H. (2021). Enhancing the sneakers shopping experience through virtual fitting using augmented reality. Sustainability, 13(11), 6336.
Sarstedt, M., Ringle, C. M., Smith, D., Reams, R., & Hair Jr, J. F. (2014). Partial least squares structural equation modeling (PLS-SEM): A useful tool for family business researchers. Journal of family business strategy, 5(1), 105-115.
Schröder, H., & Zaharia, S. (2008). Linking multi-channel customer behavior with shopping motives: An empirical investigation of a German retailer. Journal of Retailing and Consumer Services, 15(6), 452-468.
Shang, S. S., Wu, Y.-L., & Sie, Y.-J. (2017). Generating consumer resonance for purchase intention on social network sites. Computers in human behavior, 69(0), 18-28.
Shankar, V., Kleijnen, M., Ramanathan, S., Rizley, R., Holland, S., & Morrissey, S. (2022). Mobile shopper marketing: Key issues, current insights, and future research avenues. Journal of interactive Marketing, 34(1), 37-48.
Sheldon, P., Rauschnabel, P. A., Antony, M. G., & Car, S. (2017). A cross-cultural comparison of Croatian and American social network sites: Exploring cultural differences in motives for Instagram use. Computers in human behavior, 75(0), 643-651.
Shen, S., Xu, K., Sotiriadis, M., & Wang, Y. (2022). Exploring the factors influencing the adoption and usage of Augmented Reality and Virtual Reality applications in tourism education within the context of COVID-19 pandemic. Journal of hospitality, leisure, sport & tourism education, 30(0), 100373.
Shin, D. (2021). Does augmented reality augment user affordance? The effect of technological characteristics on game behaviour. Behaviour & Information Technology(0), 1-17.
Smink, A. R., Frowijn, S., van Reijmersdal, E. A., van Noort, G., & Neijens, P. C. (2019). Try online before you buy: How does shopping with augmented reality affect brand responses and personal data disclosure. Electronic Commerce Research and Applications, 35(0), 100854.
Statista. (2022). Number of monthly active Instagram users from January 2013 to December 2021. Retrieved from https://www.statista.com/statistics/253577/number-of-monthly-active-instagram-users/.
Stein, D. (1998). Situated Learning in Adult Education. ERIC Digest, 195(0), 1-7.
Steuer, J. (1992). Defining virtual reality: Dimensions determining telepresence. Journal of Communication, 42(4), 73-93.
Sun, Y., Shao, X., Li, X., Guo, Y., & Nie, K. (2019). How live streaming influences purchase intentions in social commerce: An IT affordance perspective. Electronic Commerce Research and Applications, 37(0), 100886.
Sung, E. C. (2021). The effects of augmented reality mobile app advertising: Viral marketing via shared social experience. Journal of Business Research, 122(0), 75-87.
Sung, E. C., Han, D.-I. D., Bae, S., & Kwon, O. (2022). What drives technology-enhanced storytelling immersion? The role of digital humans. Computers in human behavior, 132(0), 107246.
Talwar, S., Dhir, A., Kaur, P., & Mäntymäki, M. (2020). Why do people purchase from online travel agencies (OTAs)? A consumption values perspective. International Journal of Hospitality Management, 88(0), 102534.
Teng, C.-I. (2011). Who are likely to experience flow? Impact of temperament and character on flow. Personality and Individual Differences, 50(6), 863-868.
Teng, C.-I., Huang, L.-S., Jeng, S.-P., Chou, Y.-J., & Hu, H.-H. (2012). Who may be loyal? Personality, flow experience and customer e-loyalty. International Journal of Electronic Customer Relationship Management, 6(1), 20-47.
Threekit. (2021). 20 Augmented Reality Statistics You Should Know in 2022. Retrieved from https://www.threekit.com/20-augmented-reality-statistics-you-should-know-in-2020.
Turkle, S. (1994). Constructions and reconstructions of self in virtual reality: Playing in the MUDs. Mind, Culture, and Activity, 1(3), 158-167.
Ucelli, G., Conti, G., Amicis, R. D., & Servidio, R. (2005). Learning using augmented reality technology: multiple means of interaction for teaching children the theory of colours. Berlin, Heidelberg: Springer.
Verhagen, T., & Van Dolen, W. (2011). The influence of online store beliefs on consumer online impulse buying: A model and empirical application. Information & management, 48(8), 320-327.
Verhagen, T., Vonkeman, C., Feldberg, F., & Verhagen, P. (2014). Present it like it is here: Creating local presence to improve online product experiences. Computers in human behavior, 39(0), 270-280.
Vonkeman, C., Verhagen, T., & Van Dolen, W. (2017). Role of local presence in online impulse buying. Information & management, 54(8), 1038-1048.
Watson, T. (2020). AR/VR Benefits and Use Cases in Footwear Industry. Retrieved from https://skywell.software/blog/ar-vr-benefits-use-cases-in-footwear-industry.
Whang, J. B., Song, J. H., Choi, B., & Lee, J.-H. (2021). The effect of augmented reality on purchase intention of beauty products: The roles of consumers’ control. Journal of Business Research, 133(0), 275-284.
Wilson, A. L. (1993). The promise of situated cognition. New directions for adult and continuing education(57), 71-79.
Wilson, B. G., & Myers, K. M. (2000). Situated cognition in theoretical and practical context. New Jersey: Routledge.
Xiao, B., & Benbasat, I. (2011). Product-related deception in e-commerce: A theoretical perspective. MIS quarterly, 35(1), 169-195.
Yim, M. Y.-C., Chu, S.-C., & Sauer, P. L. (2017). Is augmented reality technology an effective tool for e-commerce? An interactivity and vividness perspective. Journal of interactive Marketing, 39(1), 89-103.
Yim, M. Y.-C., & Yoo, C. Y. (2020). Are digital menus really better than traditional menus? The mediating role of consumption visions and menu enjoyment. Journal of interactive Marketing, 50(0), 65-80.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of marketing, 52(3), 2-22.
Zhang, M., Liu, Y., Wang, Y., & Zhao, L. (2022). How to retain customers: Understanding the role of trust in live streaming commerce with a socio-technical perspective. Computers in human behavior, 127(0), 107052.
Zhang, P., & Wang, C. (2012). The evolution of social commerce: An examination from the people, business, technology, and information perspective. Communications of the Association for Information Systems, 31(0), 105-127.
Zhao, X., Li, X., Wang, J., & Shi, C. (2020). Augmented reality (AR) learning application based on the perspective of situational learning: high efficiency study of combination of virtual and real. Psychology, 11(9), 1340-1348.