Augmented reality and consumer behavior: perspectives for digital marketing
DOI:
https://doi.org/10.26439/ddee2026.n009.8928Keywords:
consumer behavior, purchase intention, consumer perspective, augmented reality, retail, shopping experienceAbstract
This research aims to analyze the Augmented Reality and consumer behavior, focusing on purchase intention and satisfaction. The objective is to understand how Augmented Reality can influence consumers’ beliefs, attitudes, and purchase decisions in the fashion industry. A quantitative approach was adopted, using a questionnaire validated by marketing experts. Five experts were contacted to evaluate the clarity, coherence, sufficiency, and relevance of the questionnaire, applying the Aiken’s V index to quantify its validity. The data was obtained through an in-person and virtual survey applied to a sample of 178 people belonging to Generation Z and online fashion buyers. The PLS-SEM statistical approach was used to analyze structural equation models. Dependent variables such as satisfaction and purchase intention, as well as independent variables, including Augmented Reality, were analyzed. The research findings indicate that the user experience provided by Augmented Reality has a positive impact on consumers’ purchase intention. Those who interact with products through Augmented Reality show a greater willingness to buy compared to traditional methods. Interactivity and personalization were found to have no significant impact on purchase intention; however, customer satisfaction was found to be related to meeting expectations, which in turn influences future purchase intention.
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