Antecedents of customer purchase intention of furniture from online stores with the assistance of augmented reality applications

Developed countries around the world are already implementing AR applications in their business community, but as a developing country Sri Lanka is far behind with the touch of these technologies. Gaining a competitive advantage, attracting customers, building a brand reputation, and gaining high-profit margins are the company's ultimate strategic goals that determine its existence in the competitive market. To win the high competition, needs to think innovatively and creatively. Customer purchase intention is the crucial factor that drives consumers to purchase certain products. Therefore, the objective is to identify antecedents that would impact the purchase intention of customers when shopping for furniture from online stores that have implemented augmented reality applications. The introduction section provides a starter for the study while the literature review is implemented to identify factors and develop a conceptual framework. Then the methodology section contains a description of the data collection process. This study adopted a distributed questionnaire approach. Then the data analysis which is conducted by adopting the PLS-SEM method follows the previous section. The results show that both factors namely: hedonic motivation and informativeness positively affect customer purchase intention.