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<p>This research explores how augmented reality (AR) revolutionizes business by creating immersive brand experiences and examines an integrative framework assessing the impact of AR attitudes, hedonic motivation, and utilitarian benefits on consumer willingness to buy. Adopting a quantitative research design, the study employs a descriptive method with cross-sectional data to explore the relationships amongst perceived augmentation quality, hedonic and utilitarian benefits, and consumer motivation on purchase intent with a moderating effect of attitudes towards AR usage. The study used a sample of 515 customers to provide valuable information that can inform us about current and future AR marketing practices. The above factors are implemented into marketing campaigns; it will boost consumer interactions and increase sales and loyalty for the long term.</p>

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Augmented reality can enhance consumers’ willingness to purchase brands

  • 期刊论文

  • 发表日期：

    2025年9月6日

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  • Surjit Victor

摘要

This research explores how augmented reality (AR) revolutionizes business by creating immersive brand experiences and examines an integrative framework assessing the impact of AR attitudes, hedonic motivation, and utilitarian benefits on consumer willingness to buy. Adopting a quantitative research design, the study employs a descriptive method with cross-sectional data to explore the relationships amongst perceived augmentation quality, hedonic and utilitarian benefits, and consumer motivation on purchase intent with a moderating effect of attitudes towards AR usage. The study used a sample of 515 customers to provide valuable information that can inform us about current and future AR marketing practices. The above factors are implemented into marketing campaigns; it will boost consumer interactions and increase sales and loyalty for the long term.