The Role of Augmented Reality in influencing Consumer Purchase Intention: A Conceptual Analysis
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Abstract
Augmented reality (AR) is a revolutionary tool that improves consumer’s online shopping experience as it allows them to observe computer-generated products as part of their physical and actual world. It is a popular technology which is perceived as communicative, instinctive, attractive and adopted by the companies to achieve growth. AR is becoming popular among marketing sector as it facilitates and improves shopping experience of consumers of all age. Adopting AR allows consumers to virtually try products and observe them in comfort zone where it boosts their decision-making ability, sureness and also lessens their apparent risks of online shopping. Since, the longstanding aims for stores to grasp success is to retain online consumers’ purchase confidence and this makes them to adopt AR that mixes computer-generated elements with the real world in real-time to improve interactivity and richness. This approach of AR adoption and integration effect consumers’ insights and payment intentions of the consumers.
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References
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