(An Autonomous Apex Institute Established by RBI & Banks)
(An Autonomous Apex Institute Established by RBI & Banks)
The purpose of this study is to examine the impact of augmented reality on customer engagement and the influence of customer engagement on the purchase intention of e-banking customers in India. Structural equation modelling procedure was performed to test the hypothesized relationships. The findings show that augmented reality has a positive influence on the dimensions of customer engagement — cognitive, emotional and behavioural engagement. Purchase intention is also positively influenced by all the three dimensions of customer engagement.
https://link.springer.com/article/10.1057/s41264-024-00284-6