Impact of Augmented Reality on Consumer Purchase Intention with the Mediating role of Customer Brand Engagement

Moderating role of Interactivity in Online Shopping

Abstract

Purpose: The association of augmented reality in developing customer brand engagement and purchase
intention is the most highlighted element of this study. The purpose of the study is to explore the impact of
augmented reality in the creation of customer brand engagement and purchase intention.
Methodology: In order to analyze the constructed hypotheses, the study focused on online survey strategy
through convenience data sampling technique. The prospective study analyzed path analysis of structural
equational modelling via AMOS and moderated regression analysis via SPSS-22. Questionnaires were
distributed among 490 respondents out of which 450 were in a useable form with a response rate of
91.8%.
Findings: Findings of the study indicated significant association of augmented reality with customer
brand engagement and purchase intention along with partial mediation and significant moderating
effects. The study also predicted that augmented reality applications and devices can be used as creative
tools for attracting customers and spreading awareness. The present study is limited to electronic
household equipment’s only and findings may be applicable in other sectors as well.
Originality: The current study examined role of interactivity as a moderator, finding that augmented
reality generally has a positive impact on customer brand awareness and purchase intention. This means
that augmented reality can enhance purchase intention if consumers have proficiency in using such
applications.