What question did this study set out to answer?

This study aims to explore how augmented reality influences consumer decision-making and emotional engagement during shopping.

July 8, 2026Open Access

Enhancing consumer decision-making in shopping 4.0: the impact of augmented reality on emotional engagement and purchase behavior

MVMr Abhay M. VyasMaulana Azad National Institute of Technology GKGyaneshwar Singh KushwahaMaulana Azad National Institute of Technology

Key Points

This study aims to explore how augmented reality influences consumer decision-making and emotional engagement during shopping.
Survey conducted with 861 participants, yielding 744 valid responses.
Data analyzed using SMART-PLS software to develop a structural equation model.
Focus on five key factors: prior AR use, product complexity, AR accessibility, product visualization, and price sensitivity.
Product visualization quality significantly influences consumer purchase behavior.
Product complexity has the least impact on the shopping experience.
Emotional engagement acts as a vital mediator linking augmented reality usage and purchasing decisions.

Abstract

Abstract Augmented Reality (AR) technology, a pivotal element of Industry 4.0, is revolutionizing consumer engagement and purchasing decisions, heralding the advent of Shopping 4.0. This study which is based on technology acceptance model (TAM), investigates five key factors influencing the AR shopping experience: prior AR use, product complexity, AR accessibility, product visualization, and price sensitivity. Through a survey involving 861 participants, 744 valid responses were analyzed using SMART-PLS software to construct a structural equation model. Our findings reveal that product visualization quality exerts the most significant influence, while product complexity has the least. Emotional engagement emerges as a crucial mediator in the relationship between AR and consumer purchase behavior as outcome variable. These insights provide valuable guidance for marketers aiming to enhance consumer interaction and drive sales in the competitive retail landscape.

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Cite This Study

Vyas et al. (Mon,) studied this question.

synapsesocial.com/papers/6a4de9add2ea289ef6283c80 https://doi.org/https://doi.org/10.1186/s43093-026-00906-6

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