Artırılmış Gerçeklik Deneyiminin Artırılmış Gerçeklik Tatmini ve Davranışsal Niyet Üzerindeki Rolü
The Role of Augmented Reality Experience on Augmented Reality Satisfaction and Behavioral Intention

Summary/Abstract: Purpose – The research was carried out to determine the effect of augmented reality on perceived enjoyment, perceived advantage, aesthetic experience, perceived augmentation quality and to measure the effect of augmented reality satisfaction on behavioral intention. Design/methodology/approach - The population of the research consists of consumers who view the features of the products as AR through the online experience store of the Beko brand and buy this brand.Within the scope of the research, the "convenience sampling method" method was applied. Data were collected through online and offline media. In the research, Smart PLS 3 (Partial Least Squares) statistical program was used to test the hypotheses. Findings – As a result of the tests, it was determined that augmented reality positively affects perceived enjoyment, perceived advantage, aesthetic experience and perceived augmentation quality; It has been determined that perceived enjoyment, perceived advantage, aesthetic experience and perceived augmentation quality also positively affect augmented reality satisfaction. In addition, it was concluded that augmented reality satisfaction positively affects behavioral intention. Discussion – hese results are compatible with the literature. Lee et al. (2020) stated that depending on the perceived enhancement quality, content quality and system quality positively affect customers' attitudes and lead to positive behavioral intention. Ho et al. (2019) confirmed that information quality, service quality, and system quality affect user satisfaction.

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