Consumer attitudes towards augmented reality applications of brands

Combining digital information with the physical environment, AR applications enhance the user experience. increasing popularity among brands in order to improve is gaining momentum. This study analyzes whether consumers prefer marker-based and markerless AR applications and age, the effect of demographic factors such as gender and education on these attitudes to evaluate the impact of consumer perception on consumer perception. In addition, this study has also analyzed the impact of by providing a direct comparative analysis of MB AR and ML AR implementations aims to fill this gap in the literature. Within the scope of the study, marker based (MB) and markerless (ML) AR implementations were created and an experimental research was designed. In the experimental study, participants were first asked about AR applications were demonstrated, then AR attitudes towards the application they used scale was asked to fill in. According to the research results, perceived ease of use, perceived usefulness, perceived enjoyment, behavioral intentions and for the application of markerless (ML) AR in terms of usage attitude variables attitude was more positive compared to the marker-based (MB) AR implementation Although demographic variables play a certain role, no marker AR was evaluated more favorably than marker-based AR in all groups.