Influence of Augmented Reality on Purchase Intention

This article explores the influence of augmented reality (AR) on purchase intention. First, an overview is provided of previous research in the field of electronic commerce, augmented reality technology, and the use of augmented reality technology in the field of electronic commerce, following an overview of the specifics of the Croatian market whose main problem in relation to the global market is insufficient knowledge of citizens with regards to the augmented reality technology. The second part of the article presents results of the research conducted through a questionnaire in which two groups participated, control and experimental, by which we wanted to determine whether there is a difference between purchasing through a website or an AR application, whether this decision is influenced by knowledge of technology, and whether using an AR application enables a higher level of virtual presence compared to that of a website. This research is based on the replication of a research conducted by T. Richter, K. Raska: Influence of Augmented Reality on Purchase Intention: The IKEA Case adapted for the Croatian market.