Intention to Reuse the Augmented Reality App Based on the Stimulus-Organism-Response ‎Framework and Gender Schema Theory in the Fashion Clothing Industry

The purpose of this study is to investigate the intention to reuse the augmented reality application in the fashion clothing industry. This research is applied in terms of purpose and descriptive survey in terms of the method. The statistical population of the research includes all smart mobile users who have used augmented reality technology in the clothing industry at least once. Based on the Morgan table for unlimited communities and using the available non-probability sampling method, 384 people were selected. To carry out the study, a standard questionnaire was used. The partial least squares structural equation model was used to analyze the data. The results showed that telepresence does not have a significant effect on value co-creation, but a positive and significant effect was found between social presence and brand affection. Social presence does not have a significant effect on value co-creation, but it has a positive and significant impact on brand affection. There is a positive and significant relationship between value co-creation and brand affection with the intention to reuse the augmented reality app. Gender moderates the relationship between distance presence and co-creation value and brand affection. Furthermore, gender moderates the relationship between social presence and brand affection. In addition, gender moderates the relationship between brand affection and intention to reuse the augmented reality app. Finally, gender does not moderate the relationship between social presence and value co-creation, and value co-creation with the intention to reuse the augmented reality app. The present research contributes to the information system and consumer behavior literature. In addition, intention to the reuse augmented reality app by consumers is a key challenge in gaining a competitive advantage in the contemporary market.