AR'S MAGIC: ELEVATING PERCEIVED VALUE VIA ATTITUDE & SOCIAL INFLUENCE
Junaid Ahmed, SHENIKO FRETT, NASEER MUHAMMAD, WAQAR AHMED, Waseem Ahmed · Zenodo (CERN European Organization for Nuclear Research) · 2023
Abstract This study examines how augmented reality (AR) can alter consumer perceived value by emphasizing on how it affects consumer attitudes and the moderating power of social influence, particularly in collectivist nations like Pakistan. The study emphasizes how augmented reality (AR) may close the gap between digital and physical product representations, creating real-world, immersive experiences. The study finds a significant relationship between customer attitudes, perceived value, and AR-driven experience quality found through the Theory of Planned Behavior. The study supports the significance of customer attitudes and the moderating effect of social influence in strengthening the value of AR experiences by analyzing a sample of 200 Pakistani millennials using SPSS and PLS-SEM. These findings highlight the importance of stimulating positive customer attitudes and studying the impact of social dynamics when implementing augmented reality to successfully improve customer experience in an environment where digital trends are altering. They also have implications for marketing.