Abstract:
Objective and Background: Augmented reality is a promising, innovative and growing field that by addition of computer generated content enriches consumer’s perception of real. Prior researchers have tried to comprehend augmented reality’s potential in different knowledge areas including marketing. The most highlighted part of this research is to find out the association of augmented reality in developing purchase intention. This research aims to evaluate the impact augmented reality on consumer’s purchase intention in Pakistani market by carefully examining attributes of augmented reality i.e. interactivity, vividness and novelty. Methodology: In order to analyze research hypothesis, the study focused on online survey strategy and statistically data was analyzed through SPSS-21. Questionnaires were distributed among 350 respondents out which 200 were in usable from. Findings: Findings of the study indicated significant association of augmented reality with purchase intention along with partial moderating effects. The present study is limited to interior designing and findings may be applicable in other sectors as well. The research provides practitioners and marketing managers an important practical implications on introduction and use of AR technology in Pakistan on mass level
