CUSTOMER EXPERIENCE IN MOBILE AUGMENTED REALITY RETAIL APPLICATIONS: A CONCEPTUAL FRAMEWORK OF ANTECEDENTS AND CONSEQUENCES IN VIETNAM
DOI:
https://doi.org/10.62985/j.huit_ojs.vol26.no3E.558Keywords:
Mobile augmented reality, customer experience, customer satisfaction, purchase intention, Vietnam, emerging markets.Abstract
As immersive retail technologies gain strategic relevance, understanding how mobile augmented reality (MAR) shapes customer experience has become increasingly important. However, prior research has focused predominantly on technology adoption and on developed-market settings, offering limited explanation of how virtual customer experience is formed in emerging economies such as Vietnam. This conceptual paper develops an integrated framework by combining Service-Dominant Logic and the Stimulus–Organism–Response paradigm. The model proposes that virtual customer experience in MAR retail applications is shaped by two categories of stimuli: technological affordances, including immersion, interactivity, and imagination, and usage motivations, including hedonic, normative, and gain-oriented motives. This experience subsequently influences customer satisfaction and purchase intention. By positioning virtual customer experience as a higher-order multidimensional organismic state, the paper extends MAR research beyond adoption-centered perspectives and provides a theoretically grounded agenda for future empirical testing in emerging-market retail contexts.
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