The effects of augmented reality shopping experiences: immersion, presence and satisfaction

Purpose Augmented reality (AR) is transforming the business and interactive marketing landscape. This research aims to investigate consumers' degree of involvement if a feeling immersion presence influences AR shopping satisfaction, comparing high- low-immersive experiences. Design/methodology/approach paper uses quantitative approach. Two studies were carried out: high-immersive experiment with 173 participants experience 222 participants. Findings analyzed using partial least square structural equation modeling SmartPLS. Results indicate antecedents differ when it comes different immersive levels. In experience, flow, information seeking novelty are attributes related immersion, while enjoyment personalization presence. Contrastingly, in only flow seeking, These results highlight role as mediators for satisfaction experience. Originality/value study's originality lies use rival model analysis. suggest contingent perspective depending on or low-immersion so companies must pay attention how measure experiences increase satisfaction.