Impact of Augmented Reality Mobile Application on Customer^s Intention to buy in Online Shopping: A systematic literature review. Ajlal Haider (a*), Dr. Gancar Candra Premananto (b), Dr. Dien Mardhiyah (c) Zarina (d), Dr. Nasir Ahmad Zargar (e)
Department of Management, Faculty of Economics and Business, Airlangga University, Surabaya Indonesia
Abstract
This systematic analysis synthesizes information from 100 academic papers published between 2000 and 2023 to examine how Augmented Reality (AR) technology affects consumer behavior in e-commerce. Augmented reality (AR) has the ability to completely transform online retail by increasing customer engagement, contentment, and purchase intentions. AR does this by superimposing digital features over a physical purchasing environment. By providing immersive and interactive shopping experiences, such virtual try-ons and 3D product representations, which strengthen emotional ties with companies and enhance the amount of time spent on e-commerce platforms, the review shows how augmented reality (AR) dramatically increases consumer engagement. Additionally, by lowering perceived risks and ambiguity, these features increase consumer confidence and increase buy intentions. The capacity of AR to fulfil both hedonic (pleasure-driven) and utilitarian (functionality-driven) consumer goals demonstrates its dual appeal. In addition to offering useful advantages like precise product visualization, which is critical for sectors like fashion and home interior. the technology also makes shopping more pleasurable. Despite these benefits, the analysis notes that there are still a number of major obstacles to AR^s mainstream acceptance, such as consumer opposition, privacy and security issues, and technology limitations. Among the strategic suggestions include making investments in excellent, user-friendly augmented reality applications, giving data privacy top priority, and educating consumers to lessen opposition. Future studies should examine how augmented reality (AR) affects customer loyalty over the long run, how it may be used in developing countries, and how to get beyond the obstacles that have been found. This article emphasizes how augmented reality has the potential to revolutionize e-commerce by fostering more effective, enjoyable, and engaging online purchasing experiences
