Abstract
With the rapid technological advancements and growing competitiveness in the market, organisations have started marketing interactive technologies such as augmented reality (AR) and virtual reality (VR) to have a competitive edge. The constant growth of online shopping and digitalisation coupled with growth of interactive technologies enables the consumer to try-on the product virtually thereby improving the online shopping experience. The focus of this study is to investigate the consumer awareness, consumer adoption and the determinants of consumer adoption of AR/VR technologies in the Indian context. The four dimensions that emerged of this study points towards the technology adoption perspective of business owners/entrepreneurs were: a) technology benchmarks; b) technology barriers; c) technology implementation; d) technology applicability. This study would provide insights regarding the AR/VR technology adoption levels of entrepreneurs engaged in various business sectors and challenges associated with the same which would be beneficial to marketers while designing online marketing strategies.
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