A Meta-Analysis on How Experiential Attributes of Augmented and Virtual Reality Influence Consumers’ Behavioral Intention

This study systematically examines the effects of augmented reality (AR) and virtual reality (VR) experiential attributes on consumer responses through a meta-analysis of previous empirical research. From 38 studies published between 2017 and 2025, 174 effect sizes were synthesized to evaluate how six experiential attributes (perceived usefulness, hedonic value, ease of use, technical quality, aesthetics, and perceived risk) influence consumer attitudes and behavioral intentions. Random-effects models were employed, and substantial heterogeneity among studies warranted moderator analyses. The results indicate that AR/VR experiential attributes significantly enhanced consumer attitudes and behavioral intentions. Perceived usefulness was the strongest positive predictor, whereas perceived risk showed a significant negative effect on behavioral intentions. Meta-regression analyses revealed systematic contextual differences: perceived usefulness had a stronger impact in consumer goods contexts, while aesthetics were more significant in experiential goods contexts. Overall, this study quantifies and compares the effects of AR/VR experiential attributes, addressing inconsistencies in previous findings and showing that their effectiveness depends on the consumption context. These findings enhance theoretical explanations of AR/VR-based consumer experiences and provide guidance for prioritizing experiential design elements in different application contexts.