Augmented reality technology Influence on impulse buying behaviour: Mediating role of Brand Engagement through MyGlamm App.

Augmented reality technology is a multi-sensory experience which mixes the actual environment with computer-generated content. Smart technology, such as smart appliances or smartphone apps, have largely taken over modern lifestyle. Many organizations have started implementing augmented reality applications due to technical advancements for improved consumer experiences. This study set out to determine how an augmented reality technology features affected participants' desire to make an online impulse purchase. The study lists interaction, vividness and enjoyment as three aspects of an AR experience. We examined 333 customers' experiences in the western region of India utilizing an AR application for virtual try-on of MyGlamm brand cosmetics using a likert-style survey. A variance-based-structural-equation-modelling method via Smart PLS was used to explore the hypothesized connection between all variables. The findings showed that augmented reality features influence customers to make online impulse purchases. Brand engagement serve as a viable mediator for the augmented reality experience to have positive effect on online impulse buying behaviour. Interactivity, vividness and enjoyment positively influence brand engagement leading to online impulse buying behaviour and brand engagement also positively influence online impulse buying behaviour. The work contributes to the existing body of knowledge, how augmented reality's effects on consumers' involvement with cosmetic brands and their purchasing behaviour by studying the idea of technological innovation in the context of new media environment. The results provides insights to the marketers and carrier service operators about the use of augmented reality technologies.