The effect of augmented reality on customer experience, attitude and behavioural intention
negin sangari
1
(
Faculty of Social Sciences and Economics, Al-Zahra University, Tehran, Iran
)
mojgan khorrami
2
(
Department of Business Administration, Al-Zahra University, Tehran
)
Keywords: customer experience, customer attitude, customer behavioural intention, augmented reality,
Abstract :
Augmented reality is a consumer-oriented technology, which provides new experiences for consumers of products and services. Additionally, it is used by consumer-related companies to enhance consumers' motivations, experiences, and ultimately purchase behaviour. Hence, Augmented Reality-based empowerment stimulates consumer satisfaction and ultimately their behavioural intention by providing a vivid technology experience. Previous studies showed that the features of augmented reality technology affect the consumer experience. A lot of literature has been presented in the field of using augmented reality applications. However, limited studies have been conducted on evaluating the effect of augmented reality programs on consumers' cognitive and emotional feelings, attitudes and behavioural intentions towards using websites. Augmented reality has potentially transformed the real-world environment by providing visually pleasing benefits and eliminating the physical effort that tends to irritate consumers compared to websites. The authors used IKEA's website and augmented reality app to collect data and provide a better understanding of the scenarios. Data collected from 60 university students and graduates were analyzed using a quasi-experimental method (pre-test and post-test). The results show that the evaluation of consumers' knowledge of augmented reality applications compared to websites stimulates their emotional and cognitive actions and ultimately leads to positive experiences and behaviours. Therefore, this study provides an integrated view of the effects of the use of augmented reality technology on the consumer experience, which leads to the change of attitude and behavioural intention of consumers. The results of the proposed relationships confirm the research model.