How customers' satisfaction change with the use of AR shopping application: A conceptuall model

TL;DR

This paper presents a conceptual model exploring how experiential AR shopping features influence customer satisfaction and purchase behavior, highlighting the mediating role of immersion in this process.

Contribution

It introduces a new conceptual framework linking AR features, immersion, customer experience, and satisfaction in shopping contexts.

Findings

Immersion mediates the relationship between AR features and customer experience.

Perceived AR features positively influence customer satisfaction.

The model provides a basis for future empirical validation.

Abstract

The paper proposes a conceptual model of how different perceived levels of experiential AR application features have effects on customer experience, and in turn their satisfaction and purchase behavior. In addition, it put forward the mediation role of immersion between perceived levels of experiential AR application features and customers experience.