Exploring effects of Augmented Reality to Impulsive Buying through Virtual World Brand Experience and Virtual World Brand Authenticity

Based on a synthesis of foundational theories, research constructs, and relevant academic literature, this study develops a research model examining the relationship between augmented reality (AR)-based brand experience factors and consumers’ impulsive buying behavior in Vietnam. A mixed-method approach, combining qualitative and quantitative methods, was employed. The qualitative phase refined and contextualized the measurement scales, forming the basis for the preliminary survey and official quantitative research. The main survey was conducted with 553 respondents who had prior experience using AR features in shopping, particularly in the fashion, cosmetics, and electronics sectors. The results of structural equation modeling (SEM) indicate that AR-related attributes such as interactivity and immersion positively influence consumers’ perceptions of virtual brand authenticity and brand experience. These factors subsequently affect their urge to buy impulsively and their actual impulsive buying behavior. Furthermore, self-image congruence plays a moderating role in the relationship between emotional engagement and impulsive actions. The findings provide theoretical and managerial implications for enhancing consumer engagement through AR marketing strategies.