Customer perceived value through quality augmented reality experiences in retail: The mediating effect of customer attitudes

In recent years, augmented reality (AR) in marketing has seen a large amount of interest from scholars and practitioners looking to adopt the technology within their marketing strategy. This paper explores the relationship between the perceived quality of the AR experience on customer perceived value as well as the mediating influence of attitude on this relationship. We collected data through an online survey and found that experience quality i.e. authenticity, presence, and interactions, created through AR, directly impact customer attitudes. Our study also found that customer attitudes towards AR positively influences the customer's perceived value of using the technology and mediates the relationship between experience quality and perceived value. However, our findings reveal no direct relationship between experience quality and perceived value. Our study is one of the first to investigate the role of experiences generated through AR as being reflected by authenticity, presence, and interaction quality. Moreover, the results of this study underscore the importance of customer attitudes within service experiences and how they potentially influence customer perceived value.