Driving AR Experience to Purchase Intention: Examining the Role of Users' Immersiveness, Perceived Innovativeness and Engagement in Virtual Try‐On

ABSTRACT This study examined Augmented Reality Virtual Try‐On (AR‐VTO) experiences in luxury jewellery retail by integrating Flow Theory with the S‐O‐R framework to investigate how AR experiences (stimulus) enhance user immersion (organism), shape attitudes towards the brand, and drive user engagement and luxury product purchase intentions (responses) among high‐involvement consumers in an emerging market. Despite growing AR‐VTO research in apparel and cosmetics, its influence on immersion, engagement, and purchase intentions in luxury jewellery remains underexplored in emerging markets. This study addresses this gap by examining 488 Indian luxury jewellery consumers through a sequential mixed‐methods approach: thematic interviews ( n = 28) identified consumer perceptions, followed by a survey analyzed using SEM‐ANN with a multilayered perceptron feed‐forward back‐propagation (FFBP) algorithm. Results demonstrate that perceived innovativeness moderates key organism‐to‐response relationships. The findings contribute to literature by embedding Flow Theory and the S‐O‐R framework in AR‐based luxury experiences and provide practical insights for AR developers and luxury brands on designing high‐fidelity virtual interfaces to enhance engagement and conversion.