CRAFTING ENHANCED CUSTOMER ENGAGEMENT THROUGH AUGMENTED REALITY: THE MEDIATING ROLE OF PERCEIVED TANGIBILITY

Abstract

This study focuses on understanding the role of AR characteristics in the consumer engagement process while providing them a more real-like experience (perceived tangibility). Keeping in the limelight of these aspects, the current research examined the role of AR characteristics in consumer engagement through perceived tangibility. In order to examine the effect of AR characteristics on purchase intention and E-WOM via perceived tangibility as a mediator, data were collected from 473 individuals, and the analysis was performed on Smart PLS. The results found that interactivity, product informativeness, service quality, and reality congruence have direct effects on perceived tangibility. Whereas perceived tangibility also acted as a mediator between the relationship of perceived tangibility and customer engagement. Specialized augmented reality (AR) applications’ orientations are more likely to result in potential advantages, including greater motivation. The ultimate objective of AR display developments is to provide reality-like, crystal-clear visuals that can replicate, blend into, or reconstruct the surrounding world while avoiding unpleasantness. It adds value in the literature of augmented reality and consumer behaviour during online purchase. Further it helps to understand that how augmented reality effect the purchase pattern of consumers.