role in creating immersive customer experiences. AR enables users to visualize digital product information within their physical surroundings, thereby enhancing engagement and decision-making. This study explores the effect of AR on purchase intention, perceived behavioral control, and cognitive control in the home appliance sector, focusing specifically on televisions using Daewoo’s AR technology.

Method: A total of 106 participants with prior online shopping experience for home appliances were divided into two groups. The experimental group experienced an AR product interaction, while the control group viewed a standard non-AR display. Both groups completed the same questionnaire. Data were analyzed using MANCOVA to test differences across groups, and Hayes' PROCESS macro was used to examine mediating effects.

Findings: Results showed that the experimental group exposed to AR reported significantly higher levels of purchase intention, behavioral control, and cognitive control compared to the control group. Furthermore, cognitive control was found to mediate the relationship between AR exposure and purchase intention, whereas behavioral control did not have a significant mediating role.

Conclusion: AR positively influences key psychological drivers of consumer behavior, particularly cognitive control, which strengthens purchase intentions. These findings highlight the strategic value of AR in digital marketing strategies, especially within the consumer electronics industry.