AUGMENTED REALITY MODERATES THE EFFECT OF WEBSITE QUALITY ON CONSUMER MINDSET METRICS

Augmented Reality (AR) combines best of real and virtual worlds by letting customers access the brand experience without having to come to a physical store. Our purpose was to measure the impact of Augmented reality on consumer perception of Website Quality and mindset metrics. We conducted three studies. Study 1a gave a list of AR-oriented websites and study 1b (n=84) helped to finalize the marketer having AR-oriented website and its competitor having website without AR. Study 2 collected responses of different consumers (n=266) after visiting AR-enabled website (lenskart.com) and without AR website (coolwinks.com). This study confirmed that the AR-try-on feature significantly increases the chances of customers to recall the brand as compared to the website without AR. Using multiple analytical models, we also found that AR does not moderate the mediation of effects of website quality on purchase intention through brand recall and trust. Post hoc analyses also show that the moderated mediation effects remain similar for all three components of website quality, which are information quality, system quality, and service quality