Objective: As digital markets continue to expand and competition for consumer attention intensifies, the adoption of emerging technologies such as augmented reality (AR) has become increasingly important for maintaining business competitiveness and sustainability. The application of AR in online shopping environments enhances customer–product interactions, enriches the quality of the shopping experience, and promotes more favorable attitudes toward brands and products. By increasing perceived usefulness, reducing uncertainty, and enhancing interactive customer experiences, AR has the potential to strengthen purchase intentions and encourage the adoption of online purchasing channels. Accordingly, this study investigates the influence of augmented reality on consumer attitudes and purchase intentions in the context of high-involvement products.
Methodology: This study is applied in terms of its purpose and employs a quasi-experimental pretest–posttest design. To control for the effects of potential confounding variables, including purchasing power, consumer preferences, and the role of the decision-maker and influencer in the purchasing process, participants were selected from the company’s customer loyalty program, consisting of customers who had previously purchased products from the company.A total of 80 questionnaires were completed in two stages (pretest and posttest) by 40 customers who were willing to participate and capable of using augmented reality technology. Sample adequacy was established based on the Central Limit Theorem, which suggests that a sample size of at least 30 participants is generally sufficient for the application of many parametric statistical procedures. In addition, the statistical analyses revealed a statistical power of 1.00, indicating that the sample size was sufficient to detect the anticipated effects with a high degree of confidence and minimizing the likelihood of Type II error. The research hypotheses were tested using Multivariate Analysis of Covariance (MANCOVA).
Findings: The findings indicate a statistically significant difference between the pre-test and post-test results. The results demonstrate the positive effects of augmented reality (AR) on perceived ease of use, perceived usefulness, perceived enjoyment, attitude, purchase motivation, and ultimately consumers’ purchase intention. Specifically, AR influences purchase intention through cognitive–affective mechanisms. Perceived usefulness, perceived ease of use, and perceived enjoyment—key antecedents in the Technology Acceptance Model (TAM)—positively shape consumers’ attitudes and purchase motivation. These variables, in turn, act as mediators that ultimately lead to a stronger intention to purchase.
Conclusion: The results indicate that purchasing behavior in an augmented reality environment occurs through a complex cognitive process. Augmented reality (AR) influences purchase intention through cognitive–affective mechanisms, whereby perceived usefulness, perceived ease of use, and perceived enjoyment—key antecedents of the Technology Acceptance Model (TAM)—affect consumers’ attitudes and purchase motivation, which in turn serve as mediating variables leading to purchase intention.This finding highlights the importance of considering mediating variables in the formation of consumer behavior within digital environments and demonstrates that perceived usefulness, perceived ease of use, and perceived enjoyment play pivotal roles in shaping consumer attitudes and behavioral intentions.By incorporating augmented reality technology into the Technology Acceptance Model, this study extends the applicability of TAM to experiential technologies and emphasizes the importance of an enjoyable user experience alongside the functional dimensions of technology. Consequently, the findings contribute to a deeper understanding of consumer responses to emerging digital technologies and provide valuable insights for both researchers and practitioners in the fields of marketing and technology adoption.