The impact of augmented reality (AR) attributes on hedonic and utilitarian values remains a topic of considerable ambiguity. Understanding how AR features contribute to emotional enjoyment and practical functionality is essential for designing effective marketing strategies, with this aim the research investigates the role of augmented reality (AR) attributes in creating purchase intentions, with hedonic and utilitarian values as mediating variables. The research synthesizes 20 quantitative studies on augmentation reality using meta-analysis. the study findings highlight interactivity and vividness as the most significant AR features, they are influential in fostering users enhance consumer experiences and creates the purchase intenstion of the consumers. Overall study provides valuable insights into the role of AR attributes in influencing consumer behavior, offering a foundation for developing more effective marketing strategies.