Abstract
The advent of Augmented Reality (AR) has sparked an interest in the capability of redesigning the experiences of consumers. This paper examines the effects of AR on Consumer Experience (CE) and the mediator of Perceived Usefulness (PU). The study utilizes the Technology Acceptance Model (TAM) to identify the conceptual model based on the Structural Equation Modelling (SEM) with the data obtained in the sample of 311 participants. The results indicate that Augmented Reality has great power over Consumer Experience as elements such as engagement in Augmented Reality inspire a realistic effect on users. The results indicate that Perceived Usefulness plays a minor moderating role in the relationship between Augmented Reality and Consumer Experience, which suggests that the idea of perceived usefulness should be understood even in the environment full of technologies. Therefore, the research contributes to the existing body of literature because it combines AR experience with the main TAM concepts and offers a feasible justification of PU as an enabler in models of consumer experiences driven by technologies. Basically, the findings suggest that to maximize the effect of AR, creators and sellers should not only emphasize on engaging design but also relate the practical utility of the AR tools to the users by encouraging user interaction and awareness.
Keywords: Augmented Reality, Consumer Experience, Immersive Technology, Perceived Usefulness, Structural Equation Modelling, Technology Acceptance Model.