Author(s): Kavitha R Gowda, Aastha Verma, Shazia Kausar, Joefrelin C. Ines, Khadija Ahmed AlIsaei, Fatma Malallah AL-Ajmi
In the marketing sector, augmented reality (AR) is experiencing a surge in popularity, with predictions of remarkable market growth. This technology has reshaped how consumers engage with products, particularly in the furniture industry. However, limited research exists on its impact on consumer behaviour in this context. This study aims to investigate how augmented reality influences consumer purchase intentions in the furniture industry, exploring various constructs: vividness, augmentation, product informativeness, personalized recommendations, product variety enjoyment, immersion, usefulness, and purchase intention (DV). Our findings reveal crucial insights: Vividness and Augmentation: These positively impact perceived enjoyment, subsequently elevating purchase intention. A more vivid and augmented AR experience enhances enjoyment and, in turn, the likelihood of making a purchase. Product Variety, Personalized Recommendations, and Product Informativeness: These positively influence perceived usefulness, leading to increased purchase intention. Offering diverse product options, personalized suggestions, and rich product information within AR enhances its utility. Additionally, our study underscores the mediating roles of perceived enjoyment and perceived usefulness. These mediators elucidate how vividness, augmentation, product variety, personalized recommendations, and product informativeness indirectly affect purchase intention by enhancing the overall consumer experience. In summary, our research sheds light on the significant impact of augmented reality on consumer behavior in the furniture industry. To leverage this technology effectively, businesses should focus on creating immersive AR experiences, providing a diverse product range, and offering personalized recommendations. These efforts can boost perceived enjoyment and usefulness, ultimately driving purchase intention among consumers.