Enhancing Housing Property: The Mediating Role of Marketing Activities in Augmented Reality and its Impact on Purchase Intentions

Augmented Reality (AR) technology is becoming increasingly crucial in e-commerce and real estate due to its potential to enhance consumer interaction, user experience, and purchase intention, although its integration with marketing strategies is still rarely studied. This research explores how AR characteristics such as interactivity, vividness, perceived usefulness, and novelty influence customers' emotional and cognitive experiences and mediate consumer purchase intentions in the real estate industry. Through an experiment involving 225 participants interacting with AR-based 3D models, it was found that positive experiences with AR significantly enhance marketing effectiveness and purchase intention, especially when consumers feel engaged, better understand the product, and enjoy the experience. These findings highlight AR's potential as a key factor in improving brand competitiveness and differentiation in the increasingly competitive real estate market. Therefore, it is essential to develop AR-based marketing strategies that are both interactive and enjoyable to enhance brand competitiveness and differentiation.