A Methodological Framework: Studying The Effect Of An Augmented Reality Mobile App On Online Customer Experience and Purchase Intention

Abstract

Abstract—This study presents a methodological framework for investigating the impact of an augmented reality mobile app on customer experience and purchase intention in the fashion online retail industry. The framework aims to address the lack of interactivity and engagement in traditional online shopping, which may result in lower purchase intention and customer satisfaction. The study will explore the effectiveness of an augmented reality mobile app in enhancing the customer experience and increasing purchase intention. The research will contribute to the existing literature by providing empirical evidence on the effectiveness of an augmented reality mobile app on customer experience and purchase intention in the fashion online retail industry. This research aims to demonstrate the potential of augmented reality technology to transform the online shopping experience in the fashion industry.