The abstract underscores the significance of user experience (UX) in eCommerce and investigates the role of Augmented Reality (AR) and Virtual Reality (VR) technologies in enhancing it.Through a comprehensive review of literature, case studies, and industry insights, the study examines how AR/VR impacts eCommerce user experience, addressing challenges, opportunities, and future directions.Key findings indicate that AR/VR improves user engagement, conversion rates, and brand differentiation by offering immersive experiences like virtual try-ons and personalized recommendations.Despite challenges, such as technical limitations and user acceptance issues, the potential benefits of AR/VR in eCommerce are substantial.The abstract concludes by advocating for the adoption of AR/VR technologies in eCommerce to remain competitive and offers recommendations for effective integration.
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Shahikanth et al. (2024) studied this question.
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