Role of Augmented Reality in Enhancing Online Shopping Behaviour

Abstract: This paper delves into the intricate dynamics of augmented reality (AR) within the realm of online shopping behavior, aiming to unravel both its transformative potential and the hurdles encountered by consumers. With a robust quantitative study encompassing a sample size of 289 respondents, this research explores the multifaceted role of AR in reshaping the digital shopping landscape. Through meticulous analysis, the study scrutinizes the impact of AR on various facets of the online shopping journey, shedding light on its capacity to enrich consumer experiences and facilitate informed purchase decisions. The findings of this study underscore the substantial positive influence wielded by AR technology on diverse dimensions of online shopping behavior. Notably, AR emerges as a powerful tool in enhancing the overall shopping experience, facilitating more accurate product visualization, fostering interactivity, and bolstering consumer confidence in purchase decisions. However, amidst the promise of AR-driven advancements, consumers also confront a spectrum of challenges that impede seamless integration and utilization. Moreover, with a nuanced understanding of consumer perceptions and experiences, stakeholders can endeavor to craft tailored interventions and design interventions that optimize the usability and efficacy of AR-enabled online shopping platforms. Thus, this study serves as a catalyst for future research endeavors and strategic initiatives geared towards fostering enhanced digital shopping experiences in the era of augmented reality. Keywords: Augmented Reality, Online Shopping Behavior, Consumer Challenges, E-Commerce, Usability, Technology Adoption