Augmented Reality in Retail: The Role of Experiential Value

<em>Augmented reality is being used as a marketing strategy to enhance customer experiences in various retail sectors. </em><em>This research investigated the dimensions of experiential value that influence customers’ attitudes and purchase intentions. </em><em>Surveyed data of 200 respondents were analyzed using confirmatory factor analysis and structural equation modeling. The findings revealed that the aesthetics and playfulness of augmented reality influence attitudes toward products. The findings emphasize the importance of augmented reality and provide practical implications for retail marketers to design and apply augmented reality. </em><em> </em><em>The study outlines its limitations and suggests directions for future research. </em>