How AR Interface Attributes Shape Purchase Intention: Cognitive and Attitudinal Pathways in High-Involvement Furniture E-Commerce

Augmented reality (AR) can reduce the experiential distance between online product information and physical consumption, but interface attributes may influence purchase decisions through different psychological mechanisms. This study examines whether interactivity, vividness, and ease of use differentially shape perceived product value and attitude toward AR and whether these states transmit feature-specific effects to purchase intention in high-involvement furniture e-commerce. Drawing on the Stimulus–Organism–Response framework, survey data from 330 Vietnamese consumers with prior AR furniture-shopping experience were analyzed using partial least squares structural equation modeling. Interactivity and ease of use increased perceived product value but did not significantly improve attitude toward AR. Vividness affected both pathways and was the strongest antecedent of attitude toward AR. Perceived product value and attitude toward AR both increased purchase intention, with attitude showing the stronger association. Specific indirect effects showed that all three AR attributes operated through perceived product value, whereas only vividness produced a significant indirect effect through attitude. The study advances immersive-commerce research by disaggregating AR interface attributes while separating product-oriented cognitive appraisal from technology-oriented attitudinal evaluation, showing that vividness activates both pathways whereas usability and control operate mainly through product-value appraisal.