Augmented Reality and Purchase Decision: The Path through Customer Engagement

The purpose of the investigation is to analyze the influence of augmented reality on purchase decisions, with a particular focus on the mediating role of customer engagement. This investigation adopts a quantitative approach, data were collected through a structured online questionnaire targeting online AR experience consumers in Pakistan who have used AR features on e-commerce platforms. Non-Probability purposive sampling was employed to reach individuals with the relevant experience. A total of 280 responses were gathered out of the intended 350. Results indicate that augmented reality, assessment orientation, assurance quality, vividness, novelty, and interactivity has positive correlation with customer engagement. Customer engagement has positive association with purchase decision. These findings highlight the importance of augmented reality as a strategic tool in e-commerce platforms, particularly in enhancing consumer engagement, which in turn positively influences their purchase decisions. The finding of the investigation contributes valuable insights to the fields of marketing and consumer behavior, emphasizing the importance of leveraging AR technologies to foster deeper engagement with customer and ultimately influence their purchasing decisions in the online retail environment