Abstract
Augmented reality apps bring a novel trend in online shopping by providing a physical experience of virtual objects. The current study described how augmented reality apps could influence consumers’ purchase intention. We empirically explore consumers’ knowledge and perception based on utilitarian values, hedonic values, and satisfaction. However, several retail stores, such as Nike, Ray-Ban, IKEA, Timberland, etc., facilitate their online customers to experience their virtual products in the physical environment. However, these stores provide maximum information about the products through visual signs developed with augmented reality applications. In this regard, the visual of products through augmented reality applications empowers the consumers to make their shopping experience easy; thus, such application encounters the consumers’ utilitarian, hedonic, and satisfaction level while shopping online via augmented reality applications. Augmented reality apps dynamically enhance consumer buying intention and promote a valuable perception of brands. Further, it is concluded that the critical role of augmented reality apps plays a dynamic role in developing high potential implementation in the retail sector. Finally, augmented reality apps are bringing the modern shopping culture worldwide.
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Shoaib, H.M., Saleem, M. (2023). An Online Market in Your Pocket: How Does an Augmented Reality Application Influence Consumer Purchase Decision. In: Al Mubarak, M., Hamdan, A. (eds) Technological Sustainability and Business Competitive Advantage . Internet of Things. Springer, Cham. https://doi.org/10.1007/978-3-031-35525-7_18
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