STUDY ON THE IMPACT OF AUGMENTED REALITY IN E-COMMERCE: PERCEPTIONS, PREFERENCES, AND CONSUMER BEHAVIOR

Abstract

This study explores the impact of Augmented Reality (AR) on consumer behavior, perceptions, and preferences within the e-commerce landscape. As digital retail continues to evolve, AR has emerged as a powerful tool to bridge the gap between physical and virtual shopping experiences. The research adopts a descriptive approach to assess how AR influences customer decision-making, product evaluation, and overall satisfaction. Through surveys and data analysis, the study identifies key trends in user engagement, trust, and purchase intent when AR features—such as virtual try-ons or 3D product visualization—are integrated into online platforms. Findings indicate a strong positive correlation between AR usage and consumer confidence, suggesting that AR significantly enhances the interactive quality and personalization of e-commerce. The results offer valuable insights for retailers aiming to implement AR technologies to boost competitiveness and customer loyalty.