THE INFLUENCE OF VIRTUAL REALITY AND AUGMENTED REALITY ON CONSUMER EXPERIENCES AND PURCHASE DECISIONS

This study explores the transformative influence of immersive technologies—Virtual Reality (VR) and Augmented Reality (AR)—on consumer experiences and purchase decisions in the digital marketplace. With rapid advancements in these technologies, their integration into sectors like retail, fashion, and real estate is reshaping how consumers interact with products. Through a quantitative, survey-based methodology involving 180 tech-aware respondents, the research examines how VR and AR impact user engagement, trust, impulse buying behavior, and product confidence. Confirmatory Factor Analysis (CFA) and Principal Component Analysis (PCA) validated the constructs, revealing that AR usage strongly correlates with impulse purchases and recommendation intent. Hypothesis testing confirmed that both VR and AR significantly enhance consumer experience, which in turn positively influences purchase decisions. The study also underscores the importance of generational and technological familiarity in adoption patterns. Findings highlight the strategic potential of immersive experiences in driving marketing success and consumer advocacy. This research offers valuable insights for marketers aiming to adopt innovative approaches to connect with a digitally native audience, emphasizing that immersive technologies are not merely tools of engagement but pivotal drivers of consumer behavior in a competitive retail environment. Keywords: Virtual Reality, Augmented Reality, Consumer Experience, Purchase Decision, Consumer Behaviour