The Impact of Augmented Reality Technology in Packaging on Consumer Behavior, Based on the Stimulus-Organism-Response Framework

Articles in Press

Document Type : Research Paper

Authors

1 Alzahra

2 Department of Management, faculty of social sciences and economic, Alzahra University, Tehran, Iran

3 Department of Management, faculty of social sciences and economic, Tehran, Iran

Abstract

Recent advances in information technology help users to experience reality. Augmented reality and virtual reality tools are considered among the most destructive novel technologies in marketing and advertising. AR marketing, as a type of mobile marketing, can shape and improve customers’ experiences. Because of progressing consumer experience expectations and the growing complexity of the product, traditional packaging methods have become insufficient in the packaging industry. AR packaging can save the day and bring about numerous advantages for companies. This research aims to investigating the impact of AR packaging on consumer behavior, based on the S-O-R framework. The hypotheses of this research were analyzed using structural equation modeling (SEM) and Smart-PLS3 software. The findings revealed the positive impact of authentic experience on cognitive and affective responses, positive impact of cognitive and affective responses on intention to continue AR, intent to continue to recommend AR and, purchase intention. using AR in packaging can change the customer's experience with the product. This research provides practical insights for marketing managers expecting to find innovative strategies to engage consumers emotionally and willing to have empirical evidence encouraging their decision to invest in such emerging technologies.

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Interdisciplinary Journal of Management Studies

Articles in Press, Accepted Manuscript
Available Online from 02 November 2025

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