Harnessing Immersive and Intelligent Technologies to Drive Consumer Purchase Intention: A S–O–R Perspective

Abstract

The rapid advancement of digital technologies has transformed consumer behavior in e-commerce, highlighting the critical role of immersive and intelligent features in shaping purchase decisions. This study investigates the impact of Augmented Reality Experiences (ARE) and Artificial Intelligence Capabilities (AIC) on Purchase Intention (PI), with the mediating role of User Engagement (UE) in online shopping environments. Grounded in the Stimulus–Organism–Response (S–O–R) theory, ARE and AIC are conceptualized as stimuli that influence consumers’ psychological state (UE), which in turn drives behavioral outcomes (PI). A quantitative research design was employed, collecting data from 325 online consumers in major Pakistani cities using a structured questionnaire distributed through social media platforms. Constructs were measured using validated scales on a 5-point Likert scale, and data were analyzed using SmartPLS (PLS-SEM) to assess both measurement and structural models. Results indicate that both ARE (β = 0.41, p < 0.001) and AIC (β = 0.35, p < 0.001) significantly enhance UE, and UE has a strong positive effect on PI (β = 0.53, p < 0.001). Mediation analysis reveals that UE partially mediates the relationships between ARE and PI (β = 0.22, p < 0.001) and AIC and PI (β = 0.19, p < 0.001), confirming the central role of engagement in converting technological interactions into purchase behavior. The findings underscore the importance of integrating immersive AR and intelligent AI features in e-commerce platforms to enhance engagement and drive purchase intention. This study contributes to theory by integrating AR and AI in a unified S–O–R framework and empirically validates UE as a mediating mechanism. Practically, the results provide guidance for online retailers in emerging markets, emphasizing strategic investments in AR and AI to optimize user experience and conversion rates.