Role of Augmented Reality in Shaping Purchase Intentions and Proselytism for Luxury Product Buyers : Moderating Role of Brand Visibility

The current work evaluates the role of the interactivity of the AR-powered mobile applications of luxury brands on consumer experience. The study proposes a model relating augmented reality (AR) quality with consumer affective responses, like flow, emotional involvement, and pleasure. The AR application quality is also proposed to enhance the consumer's trust in trying the product online. Such affective responses and trust are proposed to shape consumers' satisfaction with the experiences of the application, which in turn enhance the consumer's behavioural response, in form of repurchase intention and proselytism. The effect of interactive AR on affective responses is also tested for variations across two categories – cosmetics and watches, representing different levels of brand visibility. The hypotheses were tested with 370 respondents. The current work not only adds to research on AR application in luxury retail but also evokes the importance of the technology in enabling mobile consumer experiences