Experiential marketing method in mobile shopping applications: Examination of augmented reality applications with technology acceptance model

This study emphasizes the importance of understanding consumer behavior with the emergence of the concept of user experience in the field of marketing. Today, with the spread of online shopping applications, the use of augmented reality (AR) technology has also become an important tool to improve the user experience. For this reason, in this study conducted on a shopping application called "Houzz", the findings on improving user experience in AR technology through an Extended Technology Acceptance Model (ETAM) are examined. In the study, Perceived Usefulness (PU), Perceived Ease of Use (PEOU), External Factors (EF) such as security, hardware, technical support, User Interface (UI), Accessibility (AC), Attitude (AT) and Satisfaction (S) factors are measured. . These factors represent different aspects of the online shopping experience and factors that affect the experience. Questionnaire statements are based on information from the available literature prepared on the basis of the technology acceptance model. The questionnaire was designed using a 5-point Likert scale and consists of 32 statements in total. With the collected survey data, valid survey responses were obtained from 215 participants. The findings of the research reveal results that are compatible with the technology acceptance model. It is seen that the use of augmented reality technology has positive effects on improving the online shopping experience and increasing consumer satisfaction. It has been determined that factors such as perceived usefulness, perceived ease of use, security, hardware, and technical support positively affect the attitude and satisfaction of users. It has been determined that users perceive that they gain more benefits by using AR technology and that the experience becomes easier and more enjoyable. These findings can guide application developers by contributing to academic research and industry. It is emphasized that augmented reality technology is an effective tool in improving the user experience, and the importance of marketing strategies established with AR and user-oriented design for users.