Impact of augmented reality technology on purchase intention through sensory marketing and personalization in the sneaker market

Abstract

This research enhances the understanding of customer purchase intention through AR on interactive online and offline applications, and the market we target in this article is the sneaker market. With the development of technology, AR emerges as a useful new tool for retailers in the sneaker industry to connect with customers. Although AR technology in marketing activities is still not really popular, some retailers in general and in the sneaker industry, in particular, have applied AR technology in mobile applications and websites. Through interviews and surveys with 322 customer respondents, the study establishes variables that affect customer perception through applications that support online and offline interactions and then affect purchase intention. The study introduces a new set of augmented reality attributes, the interactivity of AR, and the vivid display of AR and establishes their influence on customer perception through visual, and haptic which is based on sensory marketing. Positive perceptions of the AR attributes positively influence purchase intention through mobile sneaker sales apps. The research process also has the appearance of another variable called personalization, the article studies the impact of AR attributes on the personalization factor to see if it really affects the purchase intention of customers. Research provides sneaker sellers with practical implications for using AR technology to improve their customers’ buying intentions. The study also mentions the limitations, some aspects of AR in sensory marketing have not been studied in depth. From there, we propose future research