The Influence of Virtual Experience Marketing on Purchase Intention: Empirical Analysis Based on the AR Virtual Experience Marketing Model

Interactive media technologies such as (Mobile) Augmented Reality (MAR) are reshaping marketing by providing an immersive experience for the customer. Due to the new type of interaction, relevant content can be experienced virtually in the physical environment. This can support the decision-making process and, thus, an increased purchase intention. However, the question of which specific experiences influence this remains. Only a little research was conducted in this field. By applying MAR, this article provides insights into different experiences influencing purchase intention and brand attitude. We conducted a quantitative study evaluating the OpAR app by the German Opera on the Rhine, a leading German opera house German. The study applied the AR Virtual Experience Marketing Model (VEMM). A total of 254 study participants were collected. Concerning results, the measurement model was confirmed.