The impact of customer experience in augmented reality applications on purchase intent

In parallel with the developing technological advancements, digital marketing tools continue to diversify every passing day. In this context, augmented reality (AR) technology, which is an important tool in digital marketing, has begun to be used by businesses. Businesses that want to differentiate themselves from their competitors and respond to the wants and needs of their customers are designing applications using AR technology. Thanks to these applications, customers have the opportunity to experience the products or services offered by businesses with the help of smart devices, regardless of time and place. AR applications offer customers an experience thanks to the innovative possibilities they offer. Instead of wandering around the store to see a product, customers can see the three-dimensional version of the product on their smartphones at any time and place they want, and shape their purchasing behavior accordingly. This study discusses AR application examples and the importance of using AR technology in the marketing field for businesses. In the study, experiential marketing is discussed and a model is created based on the hypotheses that the customer experience and the sub-dimensions of sensory, emotional, cognitive and behavioral experiences in augmented reality applications positively affect purchase intention. In order to test the hypotheses formed within the scope of the study, a survey was designed. Participants were asked to experience a sample AR application to experience the AR application, and the participants were asked to experience this application and fill out the survey afterwards. Regression analysis was performed to test the hypotheses after an online survey conducted with 257 participants who experienced the selected AR application. As a result of the analyzes, it was determined that the research model was meaningful. Accordingly, customer experience and customer experience sub-dimensions in augmented reality applications positively affect purchase intention. It is aimed to contribute to the literature with these results obtained.