Exploring the role of augmented reality in purchase intention: Through flow and immersive experience

Augmented Reality has emanated as a service for customers' engaged in shopping through highly immersive experiences. New interactive technologies have helped shopping become more engaging. The current study explains the flow dimension by building-and-broadening its definition and posits its applicability as an antecedent to highly immersive experiences. The study constructively probed and established the immersionpsychological ownership-comfort decision gap. Finally, the study adds to the explanation of WoW feeling/ Awe experience and purchase intentions for customers' engaged in AR shopping. Partial Least Square Structural Equation Modelling was administered in order to analyze 352 samples for AR shoppers. The study used Importance Performance Matrix Analysis to provide a rendition to the managerial implications. As a cardinal element of shopping, AR is an indispensable tool for attaining highly immersive experiences and the study motivates scholars in theoretical advancements. The findings will help businesses capitalize on AR as a Service (ARaaS) and harbor increased profitability with high customer satisfaction.