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These studies suggest that augmented reality in retail positively influences consumer behavior by enhancing interactivity, satisfaction, engagement, decision-making, and purchase intentions, while also potentially reducing cognitive load and improving product attitudes.
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Augmented reality (AR) is increasingly being integrated into retail environments to enhance consumer experiences and influence purchasing behavior. This synthesis examines the impact of AR on consumer behavior in retail, drawing insights from multiple research studies.
Enhanced Consumer Experience and Satisfaction:
Improved Decision-Making and Purchase Intentions:
Influence of Interactivity and Playfulness:
Hedonic and Utilitarian Value:
Anthropomorphism and Brand Perception:
The integration of augmented reality in retail significantly enhances consumer experiences by improving product perceptions, reducing cognitive load, and providing interactive and playful shopping environments. These improvements lead to higher satisfaction, better decision-making, and increased purchase intentions. Retailers can leverage AR to create both utilitarian and hedonic value, ultimately benefiting from enhanced consumer engagement and loyalty.
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