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

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  • Widyastuti Widyastuti

    (Management Study Program, Universitas Negeri Surabaya)

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.

Suggested 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, University of Warsaw, Faculty of Management, vol. 1(18), pages 35-57.
    • Handle: RePEc:sgm:jmcbem:v:1:i:18:y:2024:p:58-68
    DOI: 10.7172/2449-6634.jmcbem.2024.1.4
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    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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