The Role of Augmented Reality in Improving Brand Attitude Through Perceived Enjoyment
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 informativenes...
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| Format: | Article |
| Language: | English |
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University of Warsaw
2024-01-01
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| Series: | Journal of Marketing and Consumer Behaviour in Emerging Markets |
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| Online Access: | https://press.wz.uw.edu.pl/jmcbem/vol2024/iss1/4 |
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| _version_ | 1832584713743630336 |
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| author | Widyastuti Widyastuti |
| author_facet | Widyastuti Widyastuti |
| author_sort | Widyastuti Widyastuti |
| collection | DOAJ |
| description | 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. |
| format | Article |
| id | doaj-art-360a5427e0a2484192ae62a64d49681e |
| institution | Kabale University |
| issn | 2449-6634 |
| language | English |
| publishDate | 2024-01-01 |
| publisher | University of Warsaw |
| record_format | Article |
| series | Journal of Marketing and Consumer Behaviour in Emerging Markets |
| spelling | doaj-art-360a5427e0a2484192ae62a64d49681e2025-01-27T12:03:34ZengUniversity of WarsawJournal of Marketing and Consumer Behaviour in Emerging Markets2449-66342024-01-0120241586810.7172/2449-6634.jmcbem.2024.1.4The Role of Augmented Reality in Improving Brand Attitude Through Perceived EnjoymentWidyastuti Widyastuti0https://orcid.org/0000-0001-5380-6225Management Study Program, Universitas Negeri SurabayaAugmented 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.https://press.wz.uw.edu.pl/jmcbem/vol2024/iss1/4augmented realityvividnessperceived informativenessbrand attitudeperceived enjoyment |
| spellingShingle | Widyastuti Widyastuti The Role of Augmented Reality in Improving Brand Attitude Through Perceived Enjoyment Journal of Marketing and Consumer Behaviour in Emerging Markets augmented reality vividness perceived informativeness brand attitude perceived enjoyment |
| title | The Role of Augmented Reality in Improving Brand Attitude Through Perceived Enjoyment |
| title_full | The Role of Augmented Reality in Improving Brand Attitude Through Perceived Enjoyment |
| title_fullStr | The Role of Augmented Reality in Improving Brand Attitude Through Perceived Enjoyment |
| title_full_unstemmed | The Role of Augmented Reality in Improving Brand Attitude Through Perceived Enjoyment |
| title_short | The Role of Augmented Reality in Improving Brand Attitude Through Perceived Enjoyment |
| title_sort | role of augmented reality in improving brand attitude through perceived enjoyment |
| topic | augmented reality vividness perceived informativeness brand attitude perceived enjoyment |
| url | https://press.wz.uw.edu.pl/jmcbem/vol2024/iss1/4 |
| work_keys_str_mv | AT widyastutiwidyastuti theroleofaugmentedrealityinimprovingbrandattitudethroughperceivedenjoyment AT widyastutiwidyastuti roleofaugmentedrealityinimprovingbrandattitudethroughperceivedenjoyment |