Abstract
Marketers and advertisers ignore new technology and diverse marketing tactics when attempting to increase product exposure, customer engagement, customer behavior and buying intention in fashion accessory marketplaces in developing countries. This research sought to discover how the Augmented Reality (AR) experience influenced consumer behavior, buying intention and pleasure when purchasing a fashion item in developing countries. This study employs positivist ideas to investigate the connections between various factors, believing that reality is unwavering, stable, and static. Experiential marketing following stimulus exposure will gather cross-sectional data. The undertaken study has developed proper experimental design (within group) from business innovation models, for instance, uses and gratification and user experience models. User experience is disclosed by its four defining characteristics: hedonic quality (identification and simulation), aesthetic quality, and pragmatic quality. After encountering an enhanced user experience, users have a more favorable attitude about purchasing; in contrast, pleasure from using the application directly impacts buying intention. It was also shown that knowledge of AR apps impacts user experience and attitude. The novelty of this research is multifarious, for instance, the smart lab was used as a marketing technology to explore a virtual mirror of the Ray-Ban products. Secondly, the augmented reality experiential marketing activities have been developed by the developers as bearing in mind the four different aspects of the user experience—haptic, hedonic, aesthetic, and pragmatic. It should be functional, simple to learn and use, symmetrical, pleasant, and appealing, while fulfilling the unconscious emotional elements of a customer’s purchase. The research is the first known study in Pakistan to evaluate the influence of augmented reality on consumer proficiency and its consequent effects on attitude and satisfaction for fashion accessory brands. The research also advances the notion that application familiarity is the most important moderator between attitude and an augmented reality-enriched user experience, contradicting the prior studies, which focus on gender and age. This research has important theoretical implications for future researchers, who may wish to replicate the proposed final model in developed and developing countries’ fashion brands. This research also has imperative managerial implications for brand managers and marketing managers, who could include the recommendations of this study in their marketing strategies.
Highlights
The world is transforming due to ever-changing marketing innovation technologies.Customers’ needs are being reshaped due to augmented demand, i.e., demanding more than just the core product/service
augmented reality (AR) includes three features: a mixture of virtual objects and the physical world, instant engagement, and 3D authentication, which correctly brings into line the facts of simulated substances and factual atmospheres to allow artifacts to emerge in atmospheres suitably, or to imitate computer-generated imagery in physical environments [29]
An application that allows AR users to scan a prominent building through their smartphones is a form of AR reality
Summary
The world is transforming due to ever-changing marketing innovation technologies. Customers’ needs are being reshaped due to augmented demand, i.e., demanding more than just the core product/service. This paper introduces a research plan to investigate consumer behavior regarding the use of an AR innovative business model in the digital world, building on past knowledge of this kind of immersive technology and its effect on user traffic. It has changed the way of consumers towards the shopping [13,14]. The current study provides a novel conceptual framework for future researchers; they can replicate this model in their studies for the developing and developed worlds
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