Author(s): Ruchi Gupta, Kiran S Nair
To build user interfaces, modern immersive platforms are rapidly being used to create customer experiences. The present research aims to examine the efficacy of augmented reality in the production of sensory brand experience and intention to use the mobile app with an integrated AR feature. Following the Technology Acceptance Model and Uses and Gratifications Theory, this research uses utilitarian benefits (perceived ease of use and perceived usefulness) and hedonic benefits (perceived enjoyment and flow experience), in defining the essential factors that need to be considered while integrating AR in a mobile app. Primary data were collected from 168 respondents who were made to use the AR feature on the Lenskart mobile app (e-commerce portal for eyewear in India) where after scanning their face, respondents could try the different frames of spectacles and sunglasses to see which one best suits them. To assess the research model for reliability and validity, confirmatory factor analysis was used. Structural equation modelling was used to test the said impact. Results demonstrate that the effective use of augmented reality has a significant impact on the creation of sensory brand experiences and the intent to use the mobile app using the AR feature. Thus, the paper helps in establishing how a mobile app with an integrated AR app becomes an important touchpoint with the consumer in the digital era.