The influence of Augmented Reality via mobile application on Vietnamese furniture purchase intention

Abstract

Purpose: The goal of this paper is to test and measure the impact of augmented reality (AR) technology on customer brand engagement and purchase intent. Furthermore, the study's goal is to offer managers ideas on how to help firms adopt augmented reality technology to their business processes, thereby enhancing the attractiveness of the furniture industry in Ho Chi Minh City. Methodology: The study focuses on an online survey strategy (due to COVID pandemics) using a convenience data sampling technique to analyze the constructed hypotheses. The prospective study used Smart-PLS to examine path analysis of structural equational modeling and moderated regression analysis. Questionnaires were distributed among 360 respondents out of which 350 were in a useable form with a response rate of 96.9%, which were virtually located in HCM City. Findings: The study's findings revealed a strong link between augmented reality and customer brand engagement, leading to purchase intention, using the TAM attributes exmination. According to the survey, augmented reality apps and devices are expected to be utilized as innovative tools to attract clients and disseminate awareness. The current study is limited to a more gigantic sample size (living area and age groups), but the conclusions could be applied to other industries. Originality: The current study examined role of augmentation, interactivity, registration (which are AR attributes) as moderators, finding that those augmented reality attributes generally have positive impacts on customer brand awareness in shopping for furniture via three TAM attributes. This means that augmented reality can enhance purchase intention in the furniture shopping process if the consumers can perceive proficiently all of the TAM attributes that AR can bring.