Innovative application of emotional design in interactive advertising empowered by AR technology

This study examines the role of emotional design features and augmented reality (AR) in interactive fashion advertisements and their effects on consumer engagement, satisfaction, and purchase intention in the Chinese market. Guided by the stimulus–organism–response framework, AR functionalities and emotional cues are treated as external stimuli, while emotional engagement and satisfaction serve as mediating organismic variables. Data were collected through a self-administered survey of 300 Chinese fashion consumers who had prior experience with AR advertisements. Partial Least Squares Structural Equation Modelling (PLS-SEM) was employed for data analysis. The measurement model demonstrated strong reliability (Cronbach’s alpha > 0.90; composite reliability > 0.92) and convergent validity (AVE > 0.80), with discriminant validity confirmed using Fornell–Larcker and HTMT criteria. The structural model explained 65.4% of the variance in purchase intention (R² = 0.654), showed high predictive relevance (Q² = 0.458), and achieved excellent model fit (SRMR = 0.055). Emotional design elements significantly influenced satisfaction (β = 0.342, p < 0.001), while AR features significantly affected usage behaviour (β = 0.276, p < 0.001). Satisfaction and continued use jointly mediated purchase intention, highlighting the synergistic impact of sensory and technological stimulation in AR-based fashion advertising.