Online shopping is rapidly growing. The innovative technologies like Augmented Reality (AR) is providing a tool for retailers to show a more personal and for buyer an interactive journey that will stimulate online engagement and their satisfaction then would affect on their purchasing process by adding interactive contents and virtual information. In this study, the researcher studies on AR’s characteristics (Information Quality, Connectedness and Navigation & Control) that will effects on the feeling of playfulness and immersion and applies The stimulus-organism-response model as a theoretical foundation to establish a comprehensive research and try to explain the phenomenon how it effects on online impulse purchase. An experiment 3x2 was designed with the manipulation of Connectedness (No x Marker x Ground Plane) and Navigation & Control (High x Low) and the experiment was conducted on the National Cheng Kung University campus and Tainan City of Taiwan and within two weeks, the 240 samples collected but only 206 samples are used to analysis on SPSS statistical software. In this research also examine the effect of Impulsiveness as well as a number of control variables. Conclusions, contributions and limitation of this study and also some suggestions for future researchers will be discussed at the end of this thesis.

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