Table 8.

Alternative mediators

Potential alternative mediator	Rationale
Perceived credibility	The effects of ARPI controllability on downstream marketing outcome variables might by mediated by perceived credibility. If the provider empowers consumers to choose the delivered information freely, consumers may also be less likely to develop the impression that the provider attempts to direct them to a specific piece of information or even that the provider tries to influence their decisions. Consumers will consider controllable information delivery as more credible than uncontrollable means of conveying information. This positive effect might spill-over to the brand image and purchase intention.
Perceived complexity	The effects of ARPI controllability on downstream marketing outcome variables might by mediated by perceived complexity. Controllability could decrease the perceived complexity, as consumers can focus on and pick the input that is relevant for them and filter the less relevant aspects (Mai et al., 2014). If consumers perceive the ARPI as less complex, the brand image and purchase intentions may increase.
Perceived user friendliness	The effects of ARPI controllability on downstream marketing outcome variables intention might by mediated by perceived user-friendliness. ARPI controllability should enhance perceptions of user friendliness (Rese et al., 2014, 2017). This positive effect might spill-over to the brand image and purchase intention.
Presence	The effects of ARPI controllability on downstream marketing outcome variables intention might by mediated by presence. Extant studies on AR in e-commerce have shown that AR increases presence (Hilken et al., 2017; Javornik, 2016b). This positive effect might spill-over to the brand image and purchase intention.
Novelty	The effects of ARPI controllability on downstream marketing outcome variables might by mediated by novelty. Past AR research in the e-commerce context confirmed that AR increases novelty (Yim et al., 2017). This positive effect might spill-over to the brand image and purchase intention.
Utilitarian benefit	The effects of ARPI controllability on downstream marketing outcome variables might by mediated by utilitarian benefit. Past studies on AR in e-commerce demonstrated that AR increases perceived usefulness and the utilitarian benefit (Holdack et al., 2020; Rese et al., 2014). This positive effect might spill-over to the brand image and purchase intention.
Hedonic benefit	The effects of ARPI controllability on downstream marketing outcome variables might by mediated by perceived credibility. Existing AR research in the e-commerce context supported that AR increases perceived enjoyment and hedonic benefit (Holdack et al., 2020; Rese et al., 2014). This positive effect might spill-over to the brand image and purchase intention.