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Stream/Area:
-
Subject:
-
Paper ID:
IJSREM68389
Volume:
10 |
10 |
Oct 2026
Pages:
1-5
Publication Frequency:
Monthly (12 issues per year)
License:International Journal of Scientific Research in Engineering and Management follows the Creative Commons Attribution 4.0 (CC BY 4.0) License, allowing free use and distribution with proper attribution.
Department of Commerce with Information Technology
Sri Ramakrishna College of Arts & Science, Coimbatore
Department of Commerce with Information Technology
Sri Ramakrishna College of Arts & Science, Coimbatore
Department of Commerce with Information Technology
Sri Ramakrishna College of Arts & Science, Coimbatore
Department of Commerce with Information Technology
Sri Ramakrishna College of Arts & Science, Coimbatore
Traditional e-commerce platforms often struggle with the "touch-and-try" barrier, creating a digital divide between physical retail confidence and online convenience. Augmented Reality (AR) addresses this gap by superimposing interactive 3D digital content onto the user's physical environment. This study evaluates the impact of AR technology on consumer engagement, perceived product diagnosticity, purchase intention, and overall e-commerce experience. Utilizing a structured survey sample of 50 respondents (N=50), parametric and non-parametric statistical evaluations—specifically Chi-Square tests of independence, Multiple Linear Regression, and One-Way Analysis of Variance (ANOVA)—were conducted. The empirical results demonstrate that AR features significantly reduce pre-purchase ambiguity and elevate consumer purchase intentions (R2=0.612,p<0.001). Furthermore, significant demographic variations in engagement were observed across age cohorts. The research concludes with practical strategic implications for digital retail platform developers and e-commerce managers.
KEYWORDS
Augmented Reality serves as an effective bridge across the traditional digital divide in e-commerce, transforming static 2D product displays into dynamic, interactive try-on experiences. By delivering immediate product feedback and spatial understanding, AR strengthens consumer engagement and drives purchase intent. As mobile computing power increases, integrating high-fidelity AR solutions will transition from a competitive edge to a baseline standard for digital retail platforms seeking to reduce product returns and build long-term consumer trust.
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Publication Date
10/27/2026
Peer Review Type
Double-Blind Peer Review
Review Rounds: 2
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Conflict of Interest
The authors declare no conflict of interest related to this research work.
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