Consumer Involvement in Augmented Reality Applications in the Context of Phygital Marketing Communications

Abstract

Augmented reality (AR) refers to the integration of the real world with digital information. This article studies the relationship between consumer involvement in AR applications, in the context of phygital marketing communications, and consumer purchasing decision involvement. Online surveys were conducted with 420 retail customers using the purposeful sampling method, a non-probability sampling type. In the analysis of the data, descriptive statistics, correlation analysis and multiple linear regression analysis were performed using a statistical package program. We found that there is a moderate and significant relationship between the “perception towards the brand” independent variable, which is a sub-dimension of consumer involvement in AR applications, and the purchasing decision involvement dependent variable (r = 0.538; P = 0). On the other hand, we found no significant relationship between the “hedonic value” independent variable, also a sub-dimension of consumer involvement in AR applications, and the purchasing decision involvement dependent variable (P > 0.05). Keywords: Phygital marketing, Augmented reality, Consumer involvement, Purchasing decision involvement