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    The effect of mobile augmented reality apps on customer experience: The IKEA case
    (Selçuk Üniversitesi, Sosyal Bilimler Enstitüsü, 2024) Bhatta, Samrita; Zerenler, Muammer
    This study intends to achieve and examine the influence of mobile augmented reality (MAR) applications on customer experience, making use of the IKEA Place application. It explores by what means mobile augmented reality technology affects customer experience by addressing cognitive and emotional responses. This study is structured around the Technology Acceptance Model, which assesses the roles of utilitarian and hedonic dimension in the acceptance of mobile augmented reality applications. It also looks into the utilitarian and hedonic dimensions of customer experience. This study employs a quantitative approach and survey methodology, emphasizing three key augmented reality characteristics—vividness, interactivity, and informativeness—and an important contribution to enriching the overall customer experience. The findings suggest that AR mobile applications create more immersive and engaging shopping experiences which eventually facilitates real time engagement within their physical environments. This research points out the notable significance of vividness, interactivity, along with informativeness in enriching both utilitarian and hedonic aspects of the customer experience. The research implications focus into how businesses can strategically use AR to enhance customer perceptions. This research contributes to support of the growing literature concerning to augmented reality technology in addition to its applications in marketing, offering valuable recommendations for both academics and practitioners in the field.