The Effect of Augmented Reality Technology Stimuli on Customer Experience and Purchase Intention: The Moderating Effect of Technology Acceptance

With the rapid development of information technology, augmented reality (AR) technology has become a key technology that merges virtual information with the real world, and is widely used in various industries, especially in retail.In today's fiercely competitive market environment, companies are seeking innovative approaches to maximize the effectiveness of product promotion.Traditional marketing methods have contributed to product promotion, but as consumer demands become more diverse and personalized, these methods are facing a situation where they cannot sufficiently meet the needs of the modern market.Therefore, this study aims to explore the empirical effects of AR technology, verify the influence of emotional investment and perceived augmentation on AR experience and purchase intention, and analyze whether perceived ease of use and perceived usefulness have a moderating effect on this relationship.The results of the analysis showed that emotional investment and perceived augmentation significantly enhanced the AR experience, which in turn further promoted consumers' purchase intention.In addition, perceived ease of use was shown to play an important role in strengthening the influence of emotional investment and perceived augmentation on the AR experience.Based on the above analysis results, this study presented conclusions and practical implications, and discussed the limitations of the study and future research directions.