Augmenting Purchase Intent: An Empirical Study on the Effects of Utilizing Augmented Reality in Online Shopping

Abstract

A consumer study was administered in order to test the effects of utilizing augmented reality in online shopping for an apparel item. A theoretical model was developed as a framework for the analysis and included telepresence, attitude, and product knowledge as independent variables, and purchase intent as the dependent variable. The results of the analysis suggested that only attitude predicted purchase intent. Attitude was affected directly by the stimulus, telepresence, and product knowledge. This implied that augmented reality has the potential to positively impact purchase intent, if and only if it can positively impact attitude.

Keywords: augmented reality, e-commerce, purchase intention, marketing, online shopping

JEL Classification: M31