New Product Launching and Hedonism: Augmented Reality as A Moderator of Impulsive Buying Behavior on Motor Show Events

This paper aims to investigate the effects of new product launching, hedonism, and Augmented Reality as a moderator on visitor intention at Motor Show Events. Online survey was used to collect data. Data were analysed using Partial least squares structural equation modelling (PLS-SEM) techniques. The result shows that new product launching, and hedonism significantly and positively affect visitor intention. Furthermore, augmented Reality also significantly moderates between new product launching and intention to visit, as well as hedonism and intention to visit.