Seeing, feeling, and buying: a mixed-methods investigation of emotional wellbeing in augmented reality e-commerce

Abstract As e-commerce platforms increasingly adopt augmented reality (AR), understanding how immersive technologies influence consumer wellbeing has become essential. Drawing on the stimulus-organism-response (S-O-R) model and cognitive appraisal theory, this article develops and empirically tests a framework that examines how AR features shape affective satisfaction, buyer empowerment, emotional wellbeing, and purchase intention. A mixed-methods design was employed, involving qualitative interviews and a cross-national survey of AR users. Findings indicate that personalized interactivity and usability realism strengthen immersive experiences and perceived value, which subsequently drive emotional outcomes and behavioral intentions. Moderating effects of perceived artificial intelligence (AI) intrusiveness and AR-related anxiety suggest that psychological discomfort can diminish satisfaction’s impact on purchase intention. Overall, the study integrates cognitive and emotional psychological pathways to extend digital marketing theory and offers actionable insights for designing e-commerce experiences that support consumer wellbeing and ethical engagement, understood as the protection of consumer autonomy, privacy, and psychological comfort during immersive shopping, in e-commerce.