The metaverse era: leveraging augmented reality in the creation of novel customer experience

Purpose The main aim of this research is to portray how augmented reality (AR) characteristics (augmentation, interactivity, personalization, spatial presence, novelty, entertainment and informativeness) can enhance online customer experience (OCE). Design/methodology/approach This study conceptualizes a new framework that proposes various relationships between AR characteristics and OCE. Findings This study is extending the relationships between AR and OCE by including various AR characteristics that have not been tackled by the previous research. Originality/value This research provides an original framework on the relationship between AR characteristics and OCE through highlighting the role of media richness theory. The study is considered the first of its kind to combine these AR characteristics and customer experience in a comprehensive framework.