AR-Driven Customer Experience : From Interaction to Word-of-Mouth

By integrating virtual objects into real-world environments, augmented reality (AR) offers consumers a more immersive and interactive product experience. As AR applications become increasingly accessible via web and mobile platforms, many retailers have adopted this technology to enhance digital shopping experiences, particularly for products that benefit from virtual try-on. However, limited research has examined the effect of different AR technological characteristics on various aspectsof customer experience and subsequent behavior. This study investigates how three AR technology characteristics—interactivity, augmentation, and vividness—impactcognitive and emotional experiences and how these experiences influence word-of-mouth (WOM) intention. Data from 234 Korean consumers who used an AR-based virtual try-on service on an eyewear retailer’s website or mobile app indicate that interactivity and augmentation positively influence both cognitive and emotional experiences. In contrast, vividness significantly affects only the emotional experience. Furthermore, both cognitive and emotional experiences positively influence WOM intention. This study extends the AR literature by distinguishing the differential roles of AR technological characteristics and demonstrating how cognitive and emotional experiences influence WOM intention. Its findings also offer practical insights for retailers aiming to design AR services that enhance customer satisfaction and promote positive word-of-mouth.