THE EFFECT OF AUGMENTED REALITY AND EXPERIENTIAL MARKETING ON THE CONSUMER'S PURCHASE INTENTION: APPLICATION OF TOURIST BUYING BEHAVIOR

Abstract

With the developing technology and the globalizing world, businesses have started to implement different strategies to reach their consumers.  Considering that the buying behavior for the consumer is a hedonistic act, it becomes important to provide consumers with special experiences in order to reach the consumer and create purchase intention. Several businesses have started to implement new sales strategies to protect their sustainability. Consumer have begun to give more emphasis to the current experience rather than the product itself when purchasing products. These two developments have led to the creation of the experiential marketing concept. With the help of the technology, firms added the augmented reality application to their marketing strategies. Augmented reality ensures that consumers understand, personalize and make the product more attractive in their mind. In this study, the effect of augmented reality and experiential marketing on consumers’ purchase intention was examined. In the study, the augmented reality application was experienced by 221 participants and a face-to-face survey method was carried out. The data obtained from participants was analyzed with the SPSS 25.0 program. As a result of the analysis, it has been determined that augmented reality and experiential marketing have a positive effect on purchase intention.