The Impact of VR/AR-Based Consumers’ Brand Experience on Consumer–Brand Relationships

This study aims to identify types of virtual/augmented reality–based brand experiences (VR/AR experiences) understand their impacts on consumer–brand relationships. For this study, were divided into four types: entertainment, aesthetic, educational, and real-escape experiences. Today, consumers can experience In a survey who participated in was conducted. A total 518 the survey. To verify hypotheses, structural equation modeling conducting using EQS 6 program. The results confirmed that main accessed through AR/VR technologies. Additionally, utilizing VR/AR technologies found affect relationship-building. Moreover, relationships have positive effect consumer satisfaction, which, turn, had purchase intentions. Furthermore, perceived authenticity played an important role moderating relationship between It there interactions participants as high or low with all regulatory variables. These empirical studies actual consumers’ AR VR advantage being able present most reliable analysis method for researchers access goals various statistical data techniques. One factors research is sample size. because samples significant impact generalizing results. means validity high. sustainability examined AR, consumer-brand building tried deviate from existing perspective explaining sustainable behavior. judged it contributed grasping causal by establishing variables intention. fact established predicting behavior field marketing.