Consumer Behavior

Does Augmented Reality Really Engage Consumers? Exploring AR Driven Consumer Engagement

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Abstract

This study explores how consumer involvement affects their engagement in mobile stores (m-stores) and thus leads to intention to purchase through m-stores. Applying Consumer Brand Engagement model (CBE) as the theoretical lens, we show that consumer involvement leads to consumer m-store usage intention through consumer m-store engagement (CSE). Findings contribute to the existing literature by elaborating the underlying mechanism of consumer adoption, involvement, and engagement of AR mobile apps and m-stores. Practically, our study findings provide an insight to retailers that interactive technology may serve as a new tool to engage consumers emotionally and cognitively in the digital era.

Keywords: Augmented Reality, consumer m-store engagement, mobile store, usage intention

How to Cite:

Jiang, Z., Seock, Y. & Lyu, J., (2022) “Does Augmented Reality Really Engage Consumers? Exploring AR Driven Consumer Engagement”, International Textile and Apparel Association Annual Conference Proceedings 78(1). doi: https://doi.org/10.31274/itaa.13564