A STUDY ON TECHNOLOGY ACCEPTANCE OF AUGMENTED REALITY IN ONLINE SHOPPING: AN EMPIRICAL STUDY

Augmented Reality (AR) is becoming an important technology in online shopping because it allows customers to view and evaluate products before making a purchase. This study examines the acceptance of AR in online shopping using the Technology Acceptance Model (TAM). It focuses on perceived ease of use, perceived usefulness, users' attitude, trust, and purchase intention. The results show that consumers find AR easy to use and useful for online shopping. AR helps customers understand products better, improves their shopping experience, and supports better purchase decisions. Most respondents had a positive attitude toward using AR and were willing to continue using it in the future. The reliability values of all study variables were above 0.84, indicating good consistency. Trust and purchase intention had the strongest impact on consumer buying behaviour, explaining 64.2% of the variation. The study concludes that AR is well accepted by online shoppers. It improves customer attitude, builds trust, and increases purchase intention. The findings suggest that online retailers should adopt AR technology to enhance customer experience and improve online sales.