This paper discusses the effects of Augmented Reality (AR) technologies on online shopping and how AR interacts with customers in terms of their participation, accomplishment, and gratification. The research was based on a mixed methodological approach consisting of a systematic literature review and observational consumer surveys. Respondents were asked about the primary characteristics and features of AR that influence their purchasing behavior. Results show that AR enhances customers 'imagery' of products, eliminates doubt, enhances self-assurance, and therefore increases the chances of sale. The study underscores the importance of AR in online shopping as it has the ability to identify the value gap existing in traditional shopping and recommends an integrated approach for e- commerce companies struggling with market competition.
Cherian et al. (Fri,) studied this question.