Undoubtedly, the development of 5th generation mobile networks and the COVID-
19 pandemic contribute to accelerating the development of 3D immersive applications,
such as augmented reality. Based on the technology acceptance model (TAM), the
purpose of this study was to investigate the relationship between AR attributes,
technology attributes, brand attitude and purchase intention; additionally, incorporating
eWOM as a moderate variable. This study takes the IKEA Place as an example, then
conducts a online survey and collects 250 examples. Results show that interactivity and
vividness can positively affect the technology attributes, while perceived enjoyment
and perceived usefulness can also positively affects consumers’ brand attitude or
purchase intention. The findings have implications for marketing.