The role of augmented reality in shaping purchase intentions and WOM for luxury products

Nawres, D., Nedra, B.-A., Yousaf, A. ORCID: 0000-0002-5234-7474 and Mishra, A., 2024. The role of augmented reality in shaping purchase intentions and WOM for luxury products. Journal of Business Research, 171: 114368. ISSN 0148-2963

[img] Text
1841111_Yousaf.pdf - Post-print
Full-text access embargoed until 10 May 2025.

Download (648kB)


The literature examining the influence of augmented reality (AR)-driven experiences on consumer outcomes in retail is at an emerging stage, with little investigation conducted in the context of luxury products. Leveraging the affect-as-information theory and the stimulus-organism–response framework, this study examines the influence of AR-driven application experience for luxury brands on consumers’ affective responses (flow, emotional involvement, and pleasure), and cognitive responses (trust and experience satisfaction). These, in turn, enhance behavioural responses, in the form of purchase intention and word of mouth. The effects are tested for products with different levels of tactile input requirement. The current study sensitizes luxury brands about the important role of AR-based applications in driving product sales and the emergence of modern technologies as part of omnichannel strategies.

Item Type: Journal article
Publication Title: Journal of Business Research
Creators: Nawres, D., Nedra, B.-A., Yousaf, A. and Mishra, A.
Publisher: Elsevier BV
Date: January 2024
Volume: 171
ISSN: 0148-2963
Divisions: Schools > Nottingham Business School
Record created by: Laura Ward
Date Added: 01 Dec 2023 11:34
Last Modified: 01 Dec 2023 11:34

Actions (login required)

Edit View Edit View


Views per month over past year


Downloads per month over past year