.... Design/methodology/approach This study designed a questionnaire to measure five ISQs (usefulness, diversity, functionality, reliability and tangibility), immersion in messages and purchase intention. 270 data from women consumers of online fashion stores were collected using Macromill Embrain...

... the visit. SEM analyses with AMOS 24 and SPSS Macro Conditional Process Analysis for bootstrapping were used to test the hypotheses. Findings The results confirm the avatar’s positive impact on perceived enjoyment and immersion, both positively affect consumer engagement and purchase intention...

... app in the study, the findings remain limited. Research limitations/implications This research advances the understanding of AR's role in the customer shopping process by validating the positive effect of immersion on purchase intention, as well as revealing the mediating effect of decision-making...