Symbiosis Centre for Mgt. and HRD, Symbiosis International Univ., Pune.
Abstract
This study examines the role and impact of Augmented Reality (AR) and Virtual Reality (VR) in enhancing consumer experience across different stages of the customer journey. With immersive technologies becoming increasingly integrated into marketing, AR and VR offer interactive, personalized, and experiential engagements that shape consumer perceptions, emotions, and decision-making. Drawing on existing literature and primary data collected from 110 respondents aged 18–34, the research evaluates consumer familiarity, trust, ease of use, enjoyment, and purchase intentions associated with AR/VR-enabled shopping. The findings indicate that younger consumers (18–24) show slightly higher engagement and willingness to recommend AR/VR experiences, although overall trust and purchase influence remain moderate. While AR and VR improve product visualization, engagement, and brand recall, they are not yet strong determinants of final purchase decisions or willingness to pay a premium. Barriers such as high cost, accessibility constraints, and limited technological familiarity continue to hinder widespread adoption. The study suggests that brands should enhance user trust, reduce cost barriers, and integrate personalization and gamification to strengthen consumer acceptance. Overall, AR and VR hold significant potential to transform consumer experience, but their impact depends on strategic implementation and continuous technological refinement.
Keywords: Augmented Reality (AR), Virtual Reality (VR), Consumer Experience, Immersive Technologies, Purchase Intention, Consumer Behaviour, Marketing Innovation
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