Effect of Augmented Reality on Consumer Purchase Behavior in E-Commerce Industry

Abstract

This work addresses a specific technology that connects the real and the virtual world with the help of Augmented Reality (AR) Technology. This technology allows the users to interact, manipulate and watch 3D virtual media content in a real environment and in real time. Advances in technology have encouraged people in India to shop online. Apart from the convenience people feel when shopping online, there are still disadvantages that prevent them from trying the products they will buy. Therefore, a virtual try-on feature based on augmented reality (AR) could be a solution. For this research qualitative analytical technique have been used with the help of questionnaire and data has been collected with the help of interviews, observation, vlog and blog entries, so this research is an exploratory cum descriptive research highlighting the impact of augmented Reality on buying behavior of consumers in the cosmetic segment. As authors we were not rigid to only particular place for sample collection, we covered the whole Delhi NCR. It is hoped this research will contribute to a better understanding and a broader perspective how augmented reality (AR) creates interest in online shopping and this could be a major step towards developing future strategies for enhancing the online consumer buying experience and augmented reality (AR) advertisements.