Beyond Visualization: Augmented Reality as a Catalyst for Consumer Purchase Decision-Making

Abstract

This study examines how the stakeholder purchase decision-making process influences purchase intention within Pakistan's real estate construction sector. Specifically, it investigates the mediating role of stakeholder involvement in explaining the relationship between the stakeholder purchase decision-making process and purchase intention. In addition, the research extends the proposed framework by assessing the moderating effect of augmented reality implementation success on the relationship between the stakeholder purchase decision-making process and stakeholder involvement.

A quantitative research design was adopted, and data were collected from 222 respondents representing various organizations in Pakistan's construction industry using a convenience sampling approach. The proposed model was evaluated using SPSS 26.0 for preliminary statistical analysis and SmartPLS 4.0 for structural equation modelling.

The empirical findings reveal that the stakeholder purchase decision-making process has a significant positive influence on purchase intention, both directly and indirectly through stakeholder involvement. Furthermore, successful implementation of augmented reality strengthens the positive relationship between the stakeholder purchase decision-making process and stakeholder involvement, highlighting the strategic value of emerging digital technologies in construction-related purchasing decisions.

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