Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Faculty Publications Article Faculty Publications -Articles Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Creator An entity primarily responsible for making the resource Baber, Ruturaj; Baber, Prerana; Narula, Sumit Title A name given to the resource Driving AR Experience to Purchase Intention: Examining the Role of Users' Immersiveness, Perceived Innovativeness and Engagement in Virtual Try-On Date A point or period of time associated with an event in the lifecycle of the resource 01-01-2026 Source A related resource from which the described resource is derived International Journal of Consumer Studies;Volume;50;Issue;2;Article No.;e70185; Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.1111/ijcs.70185" target="_blank" rel="noreferrer noopener">https://doi.org/10.1111/ijcs.70185</a> <br /><br /><a href="https://www.scopus.com/pages/publications/105028932549?origin=resultslist" target="_blank" rel="noreferrer noopener">https://www.scopus.com/pages/publications/105028932549?origin=resultslist</a> Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Baber R., School of Business and Management, Christ University, Bengaluru, India; Baber P., Symbiosis Law School (Symbiosis International University, Pune), Noida, India; Narula S., Times School of Media, Bennett University, Greater Noida, India Description An account of the resource 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. 2026 John Wiley &amp; Sons Ltd. Subject The topic of the resource augmented reality experience; immersiveness; luxury products; perceived innovativeness; purchase intentions; user engagement Publisher An entity responsible for making the resource available John Wiley and Sons Inc Relation A related resource ISSN: 14706423; Language A language of the resource English Type The nature or genre of the resource Article Rights Information about rights held in and over the resource Restricted Access; Hardcopy may be available in the library Format The file format, physical medium, or dimensions of the resource online