AN EMPIRICAL STUDY ON COGNITIVE, AFFECTIVE AND BEHAVIOURAL CONSUMER RESPONSES TO USE OF AUGMENTED REALITY FOR PRODUCT PRESENTATIONS ON MOBILE APPLICATIONS IN INDIA.

Abstract

Augmented reality is a market disruptive technology that has emerged out of artificial intelligence which is taking the online business by a storm. By integrating AR-based product presentations into their e-commerce channels especially AR features in mobile applications, retailers can increase customer value and create outstanding experiences across the touch points within the customer journey. Existing studies on AR in retail contexts largely focus on AR as a form of improved technology, ignoring consumers’ perspectives. This research study attempts to fill this void in the literature by developing in-depth knowledge about how AR influences consumers experience by understanding cognitive, affective, and behavioral consumer responses during online purchase via smartphones in an emerging market of India.