The Role of Augmented Reality Experiences in Consumers' Purchase Intention Toward New Products

ABSTRACT Augmented reality marketing (ARM) is rapidly emerging as a critical marketing channel to enhance consumer experiences. In the past, researchers have focused on ARM's varied antecedents, mechanisms, and outcomes. However, this study aims to deepen the knowledge by exploring how ARM experiences can drive unique outcomes. Based on the TEAV model of consumption experience, we followed a mixed methods approach, utilizing the data from 22 interview participants and 711 survey respondents, analyzed through PLS‐SEM. The findings indicate that ARM facilitates cognitive, affective, and co‐creation experiences, influencing the purchase intention toward new variants of familiar products. The study's insights establish the role of technology in enabling new experiences and influencing consumption behaviors. The findings expand the academic understanding of the unique outcomes of ARM experiences. Brands, retailers, and marketers can use this research to boost revenue and image by encouraging ARM‐enabled experiences and purchases.