Mixed Reality Advertising in Luxury Fashion: Perceived Benefits, Emotional Engagement, and Consumer Responses

Mixed reality (MR) is gaining traction in luxury fashion advertising, but little is known about how it persuades consumers. This research employs a mixed-methods approach to delineate five key components of the MR experience and investigate their impact on consumers’ perceived benefits, perceived risks, e-WOM, and purchase intention. The findings show that MR advertising primarily increases perceived benefits rather than decreases perceived risks. Perceived MR benefits increase e-WOM and purchase intention, whereas perceived MR risks show no significant effects. MR emotional engagement also influences how perceived benefits are translated into purchase intention, underscoring MR as a value-based, experiential advertising medium.