The Role of Augmented Reality in Improving Brand Attitude Through Perceived Enjoyment

Widyastuti Widyastuti, Management Study Program, Universitas Negeri SurabayaFollow

ORCID

Widyastuti Widyastuti: 0000-0001-5380-6225

Abstract

Augmented Reality is a technology that is commonly used by businesses to market their products. The technology allows customers to test products online in order to deliver a more enjoyable purchasing experience. The study is aimed at investigating the impact of vividness and perceived informativeness, as a characteristic of AR, on brand attitude through perceived enjoyment. There are 204 respondents chosen using purposive sampling technique. They are women who used Augmented Reality when purchasing cosmetics online. The study used a path analysis with the assistance of Amos software. According to the findings, perceived enjoyment can strengthen the influence of vividness and perceived informativeness on brand attitude.

Recommended Citation

Widyastuti, Widyastuti (2024) "The Role of Augmented Reality in Improving Brand Attitude Through Perceived Enjoyment," Journal of Marketing and Consumer Behaviour in Emerging Markets: Vol. 2024: Iss. 1, Article 4.
DOI: 10.7172/2449-6634.jmcbem.2024.1.4
Available at: https://press.wz.uw.edu.pl/jmcbem/vol2024/iss1/4

First Page

Last Page

Page Count

Received Date

17.02.2024

Revised Date

12.03.2024

Accepted Date

14.06.2024

Online Available Date

01.07.2024

DOI

10.7172/2449-6634.jmcbem.2024.1.4

JEL Code

M31

Publisher

University of Warsaw

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