AUGMENTED REALITY MARKETING AND ITS IMPACT ON CONSUMER EXPERIENCE IN ONLINE RETAIL

Abstract

This study aims to examine the influence of Perceived Interactivity, Perceived Enjoyment, and Perceived Informativeness on Consumer Experience, as well as the impact of Consumer Experience on Behavioral Intentions. The research is motivated by the critical role of consumer experience in shaping repeat purchase behavior and brand loyalty. A quantitative research approach was adopted, utilizing Partial Least Squares Structural Equation Modeling (PLS-SEM) to analyze the data. The findings reveal that all three independent variables—Perceived Interactivity, Perceived Enjoyment, and Perceived Informativeness—have a significant positive effect on Consumer Experience. Furthermore, Consumer Experience has a highly significant and strong influence on Behavioral Intentions. These results underscore the importance of designing digital platforms or marketing communication strategies that enhance interactive, enjoyable, and informative experiences for consumers. In turn, positive consumer experiences are likely to increase customer engagement, satisfaction, and their intention to engage in future behavioral actions such as purchases or brand advocacy. This research contributes to a deeper understanding of digital consumer behavior and offers practical implications for marketers in optimizing user-centered digital touchpoints.