The Impact of Augmented Reality (AR) Technology on Consumers' Purchasing Decision Processes

Abstract

This paper examines the profound influence of Augmented Reality (AR) technology on the retail sector, providing a captivating and engaging shopping experience. Augmented reality (AR) superimposes virtual information onto the user's real-world view, facilitating close and interactive engagement between consumers and retailers. The integration of augmented reality (AR) in the retail industry, made possible by the use of intelligent devices and advancements in internet technology, improves shopping experiences by offering virtual fitting rooms and real-time product displays. Despite promising prospects, challenges include high technology costs, limited device popularity, and privacy concerns. Thorough literature reviews examine various studies, including Mussa's (2022) investigation into the relationship between augmented reality (AR), customer experience, and purchase intent during the COVID-19 pandemic, and Xue, Parker, and Hart's (2022) exploration of AR in the design of user experiences in the fashion retail industry. The discussion encompasses technological advancements, case studies, and forthcoming trends, such as personalized shopping experiences and the integration of social media. The potential of Augmented Reality (AR) to enhance consumer confidence and increase purchase intent is evident. However, in order to achieve seamless integration, it is necessary to address challenges such as technical limitations and market acceptance.