Augmented Impressions: The role of augmented reality in shaping perceived product value and enhancing purchase intention

Abstract

This study investigates the association between augmented reality (AR) and perceived product value and purchase intention. Utilizing a sample of 336 participants aged 24 to 67, the research compares the effects of static images, static AR, and dynamic AR on consumer perceptions and behaviors. The findings reveal that perceived product value is significantly higher when products are presented using AR technologies (both static and dynamic) compared to static images. Additionally, purchase intention is notably higher among participants exposed to both AR presentations than those viewing static images. The study also identifies a significant age-related difference in purchase intention, the younger the participants the higher were their purchase intentions, regardless of the presentation format (static images, static AR, dynamic AR). Furthermore, across all forms of presentation modes, the openness to experience personality trait is positively associated with higher perceived product value and increased purchase intention. These results underscore the potential of AR as a powerful tool in enhancing consumer engagement and driving purchase decisions, particularly among younger and more open-minded consumers. The implications for marketing strategies and future research directions are discussed.