Does The Availability Of Augmented Reality Technology Over Retail Platforms Increase Customers' Willingness To Pay More?

Abstract

As the use of technological features has been increasingly popular in digital retailing, a wide range of retailers have applied augmented reality (AR) to help consumers visualize their products easily. This study examines consumers’ perceived interactivity after experiencing AR and explores the connections between perceived interactivity and mental imagery and interface as well as between perceived interactivity and willingness to pay. A total of 421 online consumers in Ho Chi Minh City participated in a survey. After shopping cosmetic products with the AR function, participants completed the questionnaire. The findings reveal that the AR features, including mental imagery and interface influence significantly perceived interactivity, which, in turn, affects consumers' attitudes toward a product and their behavioral intentions. These results provide practical insights for digital retailers in creating effective mobile shopping environments.