Data Driven Analysis of Augmented Reality Tools Consumer Interaction and Purchase Intention in Digital Marketing

Abstract

Digital marketing is undergoing a paradigm shift from static promotions to immersive experiences, with Augmented Reality (AR) emerging as a transformative tool. AR applications such as virtual try-ons, product visualization, gamified advertising, and interactive packaging enhance consumer engagement by reducing purchase uncertainty and fostering personalized interactions. Despite these advances, there is limited empirical evidence on how AR influences consumer interaction and purchase intention, particularly in developing digital markets. This study undertakes a data-driven investigation guided by the Stimulus–Organism–Response (S-O-R) framework and the Technology Acceptance Model (TAM) to examine the mechanisms through which AR affects consumer behavior. The objectives are to (1) assess the role of AR tools in enhancing consumer interaction, (2) analyze the relationship between consumer interaction and purchase intention, (3) evaluate the mediating role of consumer interaction between AR tools and purchase intention, and (4) identify the moderating effects of consumer, market, and technology factors. Primary data were collected through a structured survey of 400 respondents aged 18–45 years from urban India, all of whom had prior exposure to AR shopping experiences. Statistical analyses, including regression, correlation, mediation, moderation, and structural equation modeling, were applied. Results demonstrate that AR tools significantly enhance consumer interaction, which positively influences purchase intention. Mediation analysis confirmed that consumer interaction serves as a bridge between AR use and purchase intention, while moderation tests highlighted the importance of consumer tech-savviness and device accessibility. The study offers insights for marketers, with future work on cross-cultural adoption, loyalty, and AR in the metaverse.