Revolutionizing decision-making: How retailers can harness the potential of avatars in augmented reality to enrich the customer experience?

The study examines the impact of Augmented Reality (AR) attributes on customer experience and purchase intention in the retail industry. The study employs a theoretical framework rooted in the Technology Acceptance Model and Stimulus-organism-response Theory, investigating the influence of AR attributes on customer experience leading to purchase intentions. Data from 306 participants were collected through an online survey, and hypotheses were evaluated using Structural Equation Modeling. The results show that the Perceived usefulness, Trust, and Self Augmentation within AR applications act as stimuli for Consumer Experience to drive Purchase Intention. The study thus affirms the positive impact of AR characteristics on Customer Experience and Purchase Intentions. The implication signifies that marketers will benefit by leveraging Augmented Reality to create personalized shopping journeys through avatar interactions, thereby improving the customer experience.