PERCEPTIONS OF AUGMENTED REALITY IN E-COMMERCE: AN ANALYSIS OF GENDER AND AGE DIFFERENCES

Abstract

This study explores consumer perceptions of augmented reality (AR) applications in e-commerce, with a specific focus on differences across gender and age groups. As AR technologies become increasingly integrated into online shopping platforms, understanding how different demographic segments respond to these innovations is crucial for optimizing user experience and marketing strategies. Through a descriptive research design, data was collected via structured questionnaires from a diverse sample of online shoppers. The findings reveal notable variations in AR acceptance, perceived usefulness, and purchase intentions based on gender and age. Younger consumers and males generally show higher engagement with AR features, while older age groups and females express more concerns related to usability and trust. These insights provide valuable implications for e-commerce platforms seeking to tailor AR experiences to varied consumer segments.