The effect of consumer inspiration on experience extension in augmented reality marketing

Purpose This study aims to examine the impact of augmented reality (AR) expertise and augmentation quality on consumer inspiration and the subsequent effect of consumer inspiration on experience extension. This study sets out to investigate the mediating role of application/brand (app/brand) congruence between consumer inspiration and experience extension. Design/methodology/approach The research sample consisted of consumers who used the AR application of the “Atasun Optik” brand, which allowed them to experience products using AR technology. Data analysis was conducted using the Smart PLS (Partial Least Squares) statistical software. Findings According to the structural equation modeling analysis results, AR quality and AR expertise positively affected consumer inspiration. In addition, inspiration positively affected app/brand congruence. However, no effect of inspiration on direct experience extension was found. The results revealed that app/brand congruence had a full mediation effect between consumer inspiration and experience extension. Originality/value This study contributes to the growing body of AR marketing knowledge by revealing consumer inspiration’s indirect role in the experience extension. Unlike previous studies that primarily associate inspiration with direct behavioral outcomes, the findings demonstrate that app/brand congruence fully mediates the relationship between inspiration and experience extension. Additionally, this study provides novel empirical evidence on the impact of AR expertise and augmentation quality on consumer inspiration, addressing a gap in the literature. By highlighting the mediating role of app/brand congruence, this research advances the understanding of how AR experiences shape consumer behavior beyond immediate purchase intentions.