The Impact of Augmented Reality on Interior Purchase Intentions: A Study in Vietnam
Keywords:
Augmented Reality, Vietnam Interior, Purchase Intentions, Attitude, Product KnowledgeAbstract
Augmented reality (AR) technology, integrating virtual elements into the physical environment, offers promising avenues for marketers to engage consumers. Despite the AR market's anticipated growth and adoption across industries, its influence on consumer behaviour in shopping, particularly in Vietnam, remains underexplored. This study addresses this gap by quantitatively examining the effects of AR applications on customer dimensions - product knowledge, attitudes, and purchase intentions compared to traditional website-based product experiences. Drawing data from a survey of 402 respondents in Vietnam, comprising both experimental and control groups, this research investigates AR's impact on shopping behaviour, with a focus on Generation Y consumers. The findings indicate that the AR application is seen as both enjoyable and useful, significantly increasing purchase intentions when compared to traditional website experiences. Although product attitude does not emerge as the main factor driving purchase intentions, the immersive AR experience and the unique product knowledge it offers are identified as key influencers. This study enhances our understanding of AR's potential to improve the shopping experience in Vietnam and offers valuable insights for marketers aiming to leverage AR technology to effectively engage consumers.
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