Several firms are beginning to implement augmented reality, defined as the integration of digitally created media within an existing actual environment, as part of their advertising strategy. Despite the huge potential of augmented reality (AR) for advertising strategies, there is still a lack of works on the consumer practices and behaviour in the use of it for purchase purposes. Hence, the aim of this exploratory study is to investigate how augmented reality is accepted by customers and how it affects the consumer decision-making process in order to define a new framework of analysis and development. In particular, we examine the extent to which an exploratory sample of participants is willing to exploit augmented reality in their purchase. Methodology consists in a survey carried out on a sample of 151 consumers who were asked, after the vision of an advertising video where is used AR by a customer, to reply to a short questionnaire. Results show the importance of AR in giving additional information to consumers, letting them more consciousness about products and services, even if they prefer not to use it in their purchases yet. Despite the explorative nature of this study, results lead us to suggest important managerial implications for companies that choose to follow these opportunities in order to capture consumer attention and to convert it in purchases.
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