Akademik Veri Yönetim Sistemi
SN Computer Science, cilt.7, sa.2, 2026 (Scopus)
Based on the Stimulus–Organism–Response (SOR) model, this study proposes a research framework to examine how key attributes of Web-based Augmented Reality (Web AR) technology influence the online furniture Purchase Intentions of young Turkish consumers. Unlike traditional AR applications, Web AR provides an immersive shopping experience directly through browsers, eliminating the need for additional app downloads. Young consumers are often early adopters of new technologies and demonstrate a strong openness to innovation. Their receptiveness to creative and interactive tools such as Web AR makes them a particularly relevant cohort for investigating online furniture shopping. While most studies on AR adoption have been conducted in Western, developed markets, the number of studies exploring how consumers in developing, non–Western contexts engage with such technologies is limited. Turkey represents a strategically important emerging market with a dynamic and youthful consumer segment, which constitutes an important market segment not only for the national but also for the international online retail markets. Focusing on young Turkish consumers therefore not only provides nationally relevant insights but also extends knowledge to a previously underexplored and internationally significant market segment, thereby contributing to both national and international online retail research. A quantitative approach was employed, collecting data from 567 university students in Istanbul. Structural Equation Modelling (SEM) was used to analyze the relationship between key AR attributes (Stimuli) – Interactivity, Vividness, Novelty, and Local Presence –, Utilitarian Value and Hedonic Value (Organism), and Online Purchase Intention (Response). The findings show that Interactivity, Novelty, and Local Presence significantly influence both Hedonic and Utilitarian Value, while Vividness primarily influences Utilitarian Value. These value perceptions are positively predictive of Purchase Intention, highlighting the potential of Web AR to increase consumer engagement and conversion rates. The findings based on 567 responses show that Interactivity (β = 0.315, p < 0.001), Novelty (β = 0.176, p < 0.001), and Local Presence (β = 0.182, p < 0.001) significantly enhance Utilitarian Value (R2 = 0.446), while Vividness (β = 0.143, p < 0.01) also contributes but does not significantly affect Hedonic Value. Hedonic Value (R2 = 0.636) is strongly driven by Novelty (β = 0.456, p < 0.001), Local Presence (β = 0.272, p < 0.001), and Interactivity (β = 0.189, p < 0.001). Both Utilitarian Value (β = 0.434, p < 0.001) and Hedonic Value (β = 0.298, p < 0.001) positively predict Purchase Intention, with the model explaining 43% of its variance (R2 = 0.426). These results demonstrate that Web AR effectively enhances consumer engagement and Purchase Intentions by increasing both functional and experiential shopping value.