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.
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