The Role of Augmented Reality (AR) and Virtual Reality (VR) in Enhancing Consumer Experience

Augmented reality (AR) and Virtual reality (VR) are innovative developments in the field of information technology and are changing consumer’s perception towards products and services. This study aims to investigate the role of AR and VR in enhancing the consumer experience and understanding their effect on the consumer. The present study focuses on the consumer’s awareness, engagement, usage, confidence, and satisfaction level regarding the application of AR/VR. The study has employed a descriptive and quantitative research design where primary and secondary data were collected. A structured questionnaire was developed and distributed to one hundred thirteen (113) respondents through convenience sampling using google forms. The data gathered from the primary source were analysed using Microsoft excel by implementing frequency, percentage analysis, and two-sample t-test analysis. Secondary data were gathered from articles, journals, books, and online resources, and the information was extracted for the completion of the current study. The results of the study revealed that AR/VR can provide an engaging and informative experience to the consumer by enabling them to have an immersive experience. The result also showed that product visualization and product trial options in AR/VR increase the consumer’s confidence and aid in their purchase decision-making. The study further revealed positive evaluation of the consumer towards the application of AR/VR in different areas, including gaming, social media, education, tourism, and property. Lastly, the result of a t-test conducted on the result revealed a significant relationship between the usage of AR/VR and level of engagement in Education, Tourism, and Property visualization. However, the study can be limited by the technical problems associated with the applications and consumer’s perception towards their adoption. In conclusion, the study shows that AR and VR have great potential in enhancing the consumer’s experience, engagement level, confidence, and purchase intention if properly implemented.