Technology and marketing are evermore integrated for the benefit of the consumer. This study attempts to examine the impact of augmented reality (AR) on user experience (UX) and its subsequent influence on user satisfaction and user's willingness to buy. Five hypotheses are tested using a lab experiment. The results show that AR significantly impacts UX, and that UX subsequently influences user sat- isfaction and user's willingness to buy. UX is a third-order formative construct derived from four user experience characteristics: pragmatic quality, hedonic quality by stimulation, hedonic quality by identification, and aesthetic quality.
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