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This paper examines the profound influence of augmented reality (AR) technology on consumer shopping behaviors, specifically the transition from conventional retail to virtual try-on encounters. The retail industry has undergone substantial transformation as a result of the emergence of e-commerce, which has brought forth both obstacles and prospects for retailers. Online shopping, although convenient, lacks the direct engagement and ability to physically examine products that are inherent in traditional retail. This has led to the development of augmented reality (AR) technologies to address this disparity. The study examines specific instances where augmented reality (AR) has been used in the context of custom furniture, virtual reality (VR) shopping experiences such as PaRUS, and improving accessibility for individuals with visual impairments. Findings suggest that augmented reality (AR) improves the shopping experience by providing virtual try-on capabilities and detailed product displays. The paper provides an analysis of the increasing adoption of augmented reality (AR), its impact on consumer decision-making, and suggestions for future research areas.
Liu et al. (Fri,) studied this question.