The influence of augmented reality (ar) on fashion purchase intention: The mediating role of perceived risk and attractiveness

Abstract

Thanks to the continuous development of technology, especially mobile networks and applications based on augmented reality (AR), entrepreneurs today can commercialize their products anytime, anywhere. Augmented reality (AR) has emerged as an effective interactive technology to increase product attractiveness, thereby stimulating customers' purchasing intentions. The purpose of this study is to identify factors that explain the influence of AR (augmented reality) on customers' purchasing intentions in the fashion industry. Based on previous research evidence on the influence of AR on customers' purchase intention, the authors propose a research model to investigate the factors affecting the relationship between AR and customer's purchase intention. This study involved 267 respondents and demonstrated that Immersion, Enjoyment, Trust In Product as well as Attractiveness significantly affect Purchase Intention