{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,2,10]],"date-time":"2026-02-10T16:59:51Z","timestamp":1770742791062,"version":"3.49.0"},"reference-count":153,"publisher":"Emerald","issue":"3","license":[{"start":{"date-parts":[[2024,9,19]],"date-time":"2024-09-19T00:00:00Z","timestamp":1726704000000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["INTR"],"published-print":{"date-parts":[[2025,5,27]]},"abstract":"<jats:sec><jats:title content-type=\"abstract-subheading\">Purpose<\/jats:title><jats:p>This study proposes a framework that demonstrates how the perceived value of augmented reality (AR) shopping influences the formation of psychological ownership of product and technology. The mediating role of flow experience and the moderating role of perceived control are identified.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title><jats:p>An online survey study recruiting 480 participants who experienced AR shopping was conducted to test the hypotheses.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Findings<\/jats:title><jats:p>Functional value is negatively related to psychological ownership of product and technology whereas emotional value shows opposite effects. Flow experience mediates the relationships between functional\/emotional value and psychological ownership of product and technology. Perceived control moderates the relationship between emotional value and flow experience, as well as the relationship between functional\/emotional value and psychological ownership of product and technology.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Practical implications<\/jats:title><jats:p>The findings suggest the importance of AR\u2019s functional and emotional values in developing psychological ownership of product and technology. To mitigate the negative effect of functional value, AR designers should focus on creating emotionally engaging apps that induce a flow experience, thereby enhancing psychological ownership. Furthermore, AR apps should be designed to empower users with a sense of control in the AR experience.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>This research contributes to the AR and psychological ownership literature. It introduces a model that can explain both the formation of psychological ownership of product and psychological ownership of technology, thereby expanding the current understanding. By adding perceived values as antecedents of psychological ownership, it enriches the psychological ownership literature. Moreover, it enhances the flow experience literature by demonstrating the role of flow experience in the formation of psychological ownership of product and technology.<\/jats:p><\/jats:sec>","DOI":"10.1108\/intr-10-2023-0911","type":"journal-article","created":{"date-parts":[[2024,9,18]],"date-time":"2024-09-18T02:53:18Z","timestamp":1726627998000},"page":"1213-1251","source":"Crossref","is-referenced-by-count":8,"title":["How perceived value of augmented reality shopping drives psychological ownership"],"prefix":"10.1108","volume":"35","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-5595-8721","authenticated-orcid":false,"given":"Kai-Yu","family":"Wang","sequence":"first","affiliation":[]},{"ORCID":"https:\/\/orcid.org\/0000-0001-7257-4255","authenticated-orcid":false,"given":"Abdul Rehman","family":"Ashraf","sequence":"additional","affiliation":[]},{"ORCID":"https:\/\/orcid.org\/0000-0003-1285-0515","authenticated-orcid":false,"given":"Narongsak","family":"Thongpapanl","sequence":"additional","affiliation":[]},{"given":"Idaf","family":"Iqbal","sequence":"additional","affiliation":[]}],"member":"140","published-online":{"date-parts":[[2024,9,19]]},"reference":[{"issue":"4","key":"key2025052606251122300_ref001","doi-asserted-by":"publisher","first-page":"428","DOI":"10.1080\/13527266.2021.1897648","article-title":"Customer perceived value through quality augmented reality experiences in retail: the mediating effect of customer attitudes","volume":"28","year":"2022","journal-title":"Journal of Marketing Communications"},{"issue":"2","key":"key2025052606251122300_ref002","doi-asserted-by":"publisher","first-page":"577","DOI":"10.1108\/itp-07-2020-0455","article-title":"Is this real? 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