ORCID
Widyastuti Widyastuti: 0000-0001-5380-6225
Keywords
Augmented Reality, Vividness, Perceived Informativeness, Brand Attitude, Perceived Enjoyment
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, W. (2024). The Role of Augmented Reality in Improving Brand Attitude Through Perceived Enjoyment. Journal of Marketing and Consumer Behaviour in Emerging Markets, 2024(1), 58-68. https://doi.org/10.7172/2449-6634.jmcbem.2024.1.4
First Page
58
Last Page
68
Page Count
11
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
Included in
Advertising and Promotion Management Commons, E-Commerce Commons, Marketing Commons, Public Relations and Advertising Commons, Sales and Merchandising Commons, Social Media Commons