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

Yang, Jingyi; Lin, Zhibin

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.

Citation

Yang, J., & Lin, Z. (2024). From screen to reality: How AR drives consumer engagement and purchase intention. Journal of Digital Economy, 3, 37-46. https://doi.org/10.1016/j.jdec.2024.07.001

• Journal Article Type: Article
• Acceptance Date: Jul 13, 2024
• Online Publication Date: Jul 24, 2024
• Publication Date: 2024-12
• Deposit Date: Aug 14, 2024
• Publicly Available Date: Aug 14, 2024
• Journal: Journal of Digital Economy
• Electronic ISSN: 2773-0670
• Publisher: Elsevier
• Peer Reviewed: Peer Reviewed
• Volume: 3
• Pages: 37-46
• DOI: https://doi.org/10.1016/j.jdec.2024.07.001
• Public URL: https://durham-repository.worktribe.com/output/2753902