Advances in Consumer Research
Issue 4 : 2794-2809
Original Article
Augmented reality and purchase intention: How technological mediums elicit consumers' perception of self-uniqueness
 ,
 ,
 ,
1
Department of International Business, Ming Chuan University, Taiwan
2
College of Management, National Kaohsiung University of Science and Technology, Taiwan
3
Department of Information Management, College of Management, National Kaohsiung University of Science and Technology, Taiwan
Abstract

Drawing on the perspectives of needs–affordances–features (NAF) and uses and gratifications theory (UGT), this study proposed a research model to understand the relationships between AR affordances (interactivity, vividness, and augmented reality), self-uniqueness, relative advantage, and purchase intention. Data collected from 264 participants were used to test the proposed model. The findings reveal that interactivity and vividness impact augmented realism positively, which in turn affects relative advantage and self-uniqueness. Our results also show relative advantage and self-uniqueness are the antecedents of purchase intention, while relative advantage has a positive impact on self-uniqueness. The implications of these results are discussed.

Keywords
Recommended Articles
Research Article
The Influence of Social Commerce Features on Impulse Purchases: Evidence from Emerging Markets
...
Published: 28/10/2025
Research Article
Impact of Violent and Crime-Based Movies on Consumer Attitudes Toward Home Security Products
...
Published: 30/09/2025
Research Article
A Comprehensive Review of Theoretical Models and Investor Behavioural Intentions Toward Digital Platform Adoption in Bengaluru's Fintech Sector
Published: 28/10/2025
Research Article
Impact of Resort-Based Marketing Stimuli on the Engagement of Customers: An Empirical Investigation of Tourists' Response in North Karnataka
...
Published: 28/10/2025
Loading Image...
Volume 2, Issue 4
Citations
134 Views
551 Downloads
Share this article
© Copyright Advances in Consumer Research