From screen to reality: How AR drives consumer engagement and purchase intention

Abstract

This study examines the critical role of telepresence in augmented reality (AR) retail, focusing on the key attributes of interactivity and vividness, and their impact on online marketing effectiveness. Through an online survey, the research reveals that a highly interactive and vivid AR shopping platform enhances media usefulness and media enjoyment. Furthermore, AR technology creates a realistic product experience that closely mimics physical shopping, thereby increasing consumer engagement. The results indicate that media usefulness and media enjoyment significantly enhance consumer engagement, subsequently leading to stronger purchase intentions. The study further demonstrates the sequential relationships between AR attributes, media usefulness, media enjoyment, consumer engagement, and purchase intention. This research provides valuable insights into the theoretical foundations of AR's influence on consumer behavior, shedding light on how this technology can be effectively leveraged to enhance online shopping experiences for consumers.