The Impact of Augmented Reality Technology on Consumers' Purchase Intention Through Mobile Applications

Based on a review of relevant studies to identify technological gaps and limitations in prior research, the authors developed hypotheses and proposed a research model to examine the influence of augmented reality attributes on consumers' purchase intention through mobile applications. The proposed model integrates the Information Systems Success framework and the Stimulus-Organism-Response model, emphasizing the role of electronic and technological factors. Using quantitative methods, data were collected from 208 participants of various age groups in Can Tho City. The findings reveal that technological factors such as information quality, system functionality, service performance, security features, and ease of use significantly impact consumers' purchase intention in mobile AR applications. The study highlights the importance of optimizing these technological elements to improve customer experiences and drive purchase behaviors in a digital environment.