Augmented Reality Based E Commerce Mobile Application
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Date
2023
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UMT, Lahore
Abstract
The fashion accessories business in developing nations suffers from lagging advertising and promotion. Our research examined how Augmented Reality (AR) in low-income apparel bazaars affects customers' perceptions, behaviors, and interactions. This positivist study assumes causal linkages are stable like everything else. Experiential marketing may gather cross-sectional data following a stimulus. Business innovation concepts like uses and gratification and user experience models guide the experimental design for this study (within group). Hedonic, aesthetic, pragmatic, and functional qualities characterize the user experience (utility). After a positive app experience, users are more likely to buy. Augmented reality software competence affected users' perceptions and interactions. This study has several new aspects. The Ray-Ban smart lab was used for digital reflection marketing. Second, producers of augmented reality experiential marketing events considered users' kinesthetic, euphoric, aesthetic, and utilitarian needs. It should work well, be easy to use, look good, feel good, and satisfy the customer's innermost desires. This is the first study of its type in Pakistan, and it examines the effects of augmented reality on consumer proficiency and the following consequences on attitude and pleasure in the fashion accessory industry. This study reveals that familiarity with the application is the most important mediator between attitude and an improved user experience made possible by augmented reality, as opposed to previous research that has concentrated on gender and age. Future researchers may find the proposed final model useful in their own study on fashion brands in both developed and developing countries, and this has important theoretical consequences. Since the findings of the study may be used to enhance the marketing strategy of brands, the participation of brand managers and marketing managers is also of major managerial value.