Consumer Involvement in Augmented Reality Applications in the Context of Phygital Marketing Communications

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dc.contributor.authorCakirkaya, Murat
dc.contributor.authorKocyigit, Murat
dc.date.accessioned2024-02-23T14:31:19Z
dc.date.available2024-02-23T14:31:19Z
dc.date.issued2023
dc.departmentNEÜen_US
dc.description.abstractAugmented reality (AR) refers to the integration of the real world with digital information. This article studies the relationship between consumer involvement in AR applications, in the context of phygital marketing communications, and consumer purchasing decision involvement. Online surveys were conducted with 420 retail customers using the purposeful sampling method, a non-probability sampling type. In the analysis of the data, descriptive statistics, correlation analysis and multiple linear regression analysis were performed using a statistical package program. We found that there is a moderate and significant relationship between the perception towards the brand independent variable, which is a sub-dimension of consumer involvement in AR applications, and the purchasing decision involvement dependent variable (r = 0.538; P = 0). On the other hand, we found no significant relationship between the hedonic value independent variable, also a sub-dimension of consumer involvement in AR applications, and the purchasing decision involvement dependent variable (P > 0.05).en_US
dc.identifier.doi10.12982/CMUJASR.2024.008
dc.identifier.issn2408-1469
dc.identifier.issue1en_US
dc.identifier.urihttps://doi.org/10.12982/CMUJASR.2024.008
dc.identifier.urihttps://hdl.handle.net/20.500.12452/15145
dc.identifier.volume11en_US
dc.identifier.wosWOS:001140238000001en_US
dc.indekslendigikaynakWeb of Scienceen_US
dc.language.isoenen_US
dc.publisherChiang Mai Univ, Fac Scienceen_US
dc.relation.ispartofAsr Chiang Mai University Journal Of Social Sciences And Humanitiesen_US
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/openAccessen_US
dc.subjectPhygital Marketingen_US
dc.subjectAugmented Realityen_US
dc.subjectConsumer Involvementen_US
dc.subjectPurchasing Decision Involvementen_US
dc.titleConsumer Involvement in Augmented Reality Applications in the Context of Phygital Marketing Communicationsen_US
dc.typeArticleen_US

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