Augmented reality as a product presentation tool: focusing on the role of product information and presence in AR

Abstract As augmented reality (AR) technology advances, marketers are eager to adopt the for communication persuade consumers develop favorable attitudes and behaviors toward their products services. This study aims investigate effect of product information (utilitarian vs. hedonic attributes) presence on consumers’ evaluation in AR. Through a quasi experiment, this demonstrates how attribute AR affect by mediating imagery, fulfillment, psychological ownership. At same time, identifies moderating role technological innovativeness imagery. research offers new insights into AR, which previous studies lack, explore highlight predictors positive experiences Innovative likely benefit from developing presentation tactics with technology.