Virtual yet Convincing: How AR Interactivity Influences Perceived Value and Impacts Consumer Impulse Purchase Intention

Drawing on the stimulus-organism-response theory, this study examines the influence of perceived interactivity characteristicson perceive value. Additionally, the current study explores the predictability of perceived value in cultivating impulse purchase intention. A total of 391 responses were collected from users who are actively engaged with the brand’s AR technology. The data were examined using partial least squares structural equation modeling. The findings demonstrate that the three dimensions of AR perceived interactivity (controllability of interactivity, responsiveness of interactivity, and playfulness of interactivity) significantly influence perceived values (economic value, pleasure value, and self-expression value). It is also shown that all the perceived values significantly affect impulse purchase intention. This study contributes to marketers by identifying the importance of perceived interactivity characteristics that potentially shape consumer perception toward AR brand product presentation. The findings offer theoretical contributions and actionable insights for marketers by identifying interactivity characteristics that can effectively stimulate impulse purchasing.