Influence of Augmented Reality Marketing on Impulsive Buying

The rapid rise and development of augmented reality (AR) technology has significantly transformed consumer purchasing behaviors. AR marketing has emerged as a burgeoning research area within marketing science. Grounded in the Cognitive-Affective Personality System Theory, this study hypothesizes a relationship between augmented reality marketing and impulsive buying. Through empirical analysis using experimental design, the study identifies a positive impact of augmented reality marketing on impulsive purchase intentions, partially mediated by consumer perception and flow experience. These findings contribute to enhancing the relational theory of AR marketing effects on consumer purchase intentions and offer actionable insights for corporate marketing strategy development.