Nexus among augmented reality, customer purchase intention, customer experience and customer brand relationship: Application on Vichy brand

Abstract

the paper aims to investigate the relationship between augmented reality, customer purchase intention, customer brand relationship and customer experience using survey data from 320 respondents. The study uses Chi-square test via Kruskal-Walis test to determine if the hypotheses were accepted or rejected. The existence of the relationship between variables was proven via the measuring of Spearman Correlation. The research indicated that there is a positive relationship between augmented reality and customer purchase intention along with positive relationship between augmented reality and customer brand relationship, augmented reality, and customer experience. Empirically, this is the first paper to link the dots and find the relationship between the variables constructed by the researchers based on literature. Based on the research findings, policy implications and suggestions to further understand the relation and help using AR in marketing.