Title: The role of presence and immersion in the impact of augmented reality on behavioural intention

Authors: Le Quynh Lam Vo; Chien Van Nguyen

Addresses: Faculty of Business Administration, Industrial University of Ho Chi Minh City (IUH), Vietnam ' School of Economics and Finance, Thu Dau Mot University, Ho Chi Minh City, Vietnam

Abstract: This study investigates the impact of presence and immersion on the effects of augmented reality (AR) on behavioural intention, utilising the stimulus-organism-response framework and social presence theory. A survey was conducted with 392 responses in the context of omnichannel retail. The results identify key factors - personalisation, aesthetics, novelty, and augmentation - that influence user experience in AR. A stronger sense of presence notably boosts purchase intent, with indirect effects via presence supporting the SOR framework's ability to capture complex consumer interactions. Additionally, AR enhances social presence by enabling users to visualise products in their environment, thereby strengthening emotional bonds. Furthermore, aesthetics, novelty, and personalisation contribute to an enriched emotional experience, aligning with social presence theory's emphasis on emotional dynamics in mediated settings. Based on these insights, the study offers strategic recommendations for managers to leverage AR technologies, emphasising the creation of immersive experiences that prioritise aesthetics, novelty, and personalisation to enhance user engagement and drive purchase intentions.

Keywords: augmented reality; AR; behavioural intention; SOR framework; social presence theory.

DOI: 10.1504/IJBSR.2026.154656

International Journal of Business and Systems Research, 2026 Vol.20 No.3, pp.257 - 277

Received: 05 Jun 2025
Accepted: 26 Aug 2025
Published online: 09 Jul 2026 *

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